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Posted by William Band on January 31, 2011
Many Forrester clients are downloading my new report “Trends 2011: Customer Relationship Management -- Twelve Trends Drive Planning For Customer-Centric Process Transformation.”The report summarizes my own recent research but benefits from the work of more than a dozen analysts at Forrester who are studying various facets of customer relationship process management transformation. As a consequence, I am getting many calls asking how to find, and get access to, the unique research that underpins the report.
Despite the popularity of CRM solutions, business process pros tell us they still struggle with how to define the right customer management strategies, re-engineer customer-facing business processes, and effectively acquire and deploy the right supporting technology solutions that will meet their needs. Looking ahead, what trends will dominate the planning agendas of business and IT professionals responsible for transforming customer-facing business processes in 2011? Here is a summary of the 12 trends and links to our key research reports for those who want to take a deep-dive into the underlying Forrester data and analysis.
Trend 1: The negative revenue impact of poor multichannel customer experience is recognized.
Trend 2: Business process management extends to the front office.
Trend 3: The business value of social customer engagement becomes more evident.
Trend 4: The hidden costs of sales enablement becomes intolerable.
Trend 5: Demand generation evolves into the lead-to-revenue-management process.
Trend 6: eCommerce integrates with CRM, BI, and OMS.
Trend 7: Voice of the-customer programs rise in importance.
Trend 8: Frontline users push for user-friendly customer data analysis tools.
Trend 9: Adopting customer data management best practices remains a challenge.
Trend 10: Mobile applications empower customer-facing workers.
Trend 11: CRM cost of ownership models evolve toward better transparency.
Trend 12: SaaS buyers turn to advanced questions about governance.
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