William Band, Vice President, Principal Analyst Webinar How To Use The CRM Playbook To Compete In The Age Of The Customer William Band, Vice President, Principal Analyst December 10, 2013. Call in at 12:55 p.m. Eastern time

Your business needs to change in the age of the customer. Image source: US Department of Defense (http://www.defense.gov/)

Customer relationship management tops the enterprise agenda “Which of the following initiatives are likely to be your organization’s top business priorities over the next 12 months?” Base: 2,191 global business decision-makers in firms with 1,000+ employees; Source: Forrsights Business Decision-Makers Survey, Q4 2012

Enterprises continue to invest in CRM solutions

But, CRM success can be elusive “What are your organization’s biggest challenges to improving customer management capabilities?” (Please select all that apply)

Playbooks are designed to guide decisions FORRESTER’S PLAYBOOK FRAMEWORK

Playbooks are designed to guide decisions (cont.) FORRESTER’S PLAYBOOK FRAMEWORK Graphics Tools and models Assessments Templates Video and audio clips Presentations Profiles Industry Geography Technology Application Reports

Agenda Discover Plan Act Optimize

Discover Report Data, methodologies, tools Vision: Navigate The Future Of CRM In 2013 Forrester’s customer relationship management trend impact analysis framework Landscape: TechRadar™ For AD&D Pros: The Extended CRM Technology Ecosystem, Q1 2013 The extended CRM technology ecosystem Business Case: Quantify The Business Value Of CRM Key elements of the business technology business case

CRM management trends impact analysis framework Source: February 11, 2013, “Navigate The Future Of CRM In 2013” Forrester report

The extended CRM technology ecosystem Source: January 29, 2013, “TechRadar™ For AD&D Pros: The Extended CRM Technology Ecosystem, Q1 2013” Forrester report

Key elements of the CRM technology business case Source: May 2, 2013, “Quantify The Business Value Of CRM” Forrester report

Plan Report Data, methodologies, tools Assessment: Assess CRM Capabilities To Pinpoint Opportunities Forrester’s best practices framework for CRM Strategic Plan: Define Your Customer Relationship Management Plan The CRM plan outline Road Map: Map The Way To Your CRM Business Outcomes The Forrester’s CRM strategic plan and road map process

Forrester’s best practices framework for CRM Source: June 20, 2012, “Assess CRM Capabilities To Pinpoint Opportunities” Forrester report

The CRM plan defines the target state and how to get there Source: June 19, 2013, “Define Your Customer Relationship Management Plan” Forrester report

The Forrester’s CRM strategic plan and road map process Source: June 19, 2013, “Define Your Customer Relationship Management Plan” Forrester report

Act Report Data, methodologies, tools Organization: Capitalize On SaaS CRM Solutions With Better Governance SaaS CRM Solution Governance Self-Diagnostic Tool Processes: Mitigate CRM Risks By Using Sound Deployment Practices Forrester’s CRM Risk Evaluation Self-Assessment Tool Tools And Technology: Choose The Right CRM Solutions For Your Organization The Forrester Wave™: CRM Suites For Large Organizations, Q3 2012

Follow SaaS CRM solution governance best practices Source: November 12, 2012, “Capitalize On SaaS CRM Solutions With Better Governance” Forrester report

Follow SaaS CRM solution governance best practices (cont.) Source: November 12, 2012, “Capitalize On SaaS CRM Solutions With Better Governance” Forrester report

CRM risk evaluation self-assessment Source: August 29, 2013, “Mitigate CRM Risks By Using Sound Deployment Practices” Forrester report

The Forrester Wave™: CRM Suites For Large Organizations, Q3 2012 Source: July 9, 2012, “The Forrester Wave™: CRM Suites For Large Organizations, Q3 2012” Forrester report

Optimize Report Data, methodologies, tools Performance Management: Define The Right CRM Metrics CRM metrics Benchmarks: Benchmark Against Best Practices To Optimize CRM Performance Survey of deployment best practices Continuous Improvement: CRM Success Hinges On Effective Change Management Three-part change management methodology

Examples of CRM metrics Source: April 10, 2012, “Define The Right CRM Metrics” Forrester report

Benchmark against CRM best practices

The change management process includes three phases Source: September 26, 2012, “Drive Continuous Improvement With Strong Change Management And Employee Training” Forrester report

Follow Forrester’s five principles for CRM success Build a sound CRM plan and road map. Strategize to pinpoint quick wins. Select the right CRM solution. Justify CRM investments to prove value. Optimize customer processes with solution governance best practices.

Selected Forrester research December 3, 2013, “CRM Success Hinges On Effective Change Management” December 2, 2013, “Benchmark Against Best Practices To Optimize CRM Performance” August 29, 2013, “Transform Customer Processes And Systems To Improve Experiences” August 29, 2013, “Mitigate CRM Risks By Using Sound Deployment Practices” June 19, 2013, “Define Your Customer Relationship Management Plan” May 2, 2013, “Quantify The Business Value Of CRM”

William Band +1 617.613.6323 wband@forrester.com