Thrive In The Age Of The Customer: Forrester's Playbook for CRM


We've entered a new era that Forrester calls the age of the customer. The new power of customers means that a focus on the customer now matters more than any other strategic imperative.

To help clients thrive in this new era, I recently published the executive overview of Forrester’s Playbook for CRM. The CRM playbook outlines four steps for you to follow to transform customer-facing business processes to deliver differentiated customer experiences: 1) discover the value of CRM; 2) plan the right strategy; 3) act to execute the strategy with precision; and 4) optimize your results.

Despite high CRM solution adoption rates, as organizations strive to succeed in the age of the customer, business and IT professionals responsible for customer-facing processes struggle with how to define CRM strategies, re-engineer customer-facing business processes, acquire and deploy the appropriate supporting technologies, and lead and sustain the organizational changes required to make the transition to new ways of working. To make savvy CRM decisions, you must understand and navigate a number of important trends:

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