1. 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, Call in at 12:55 p.m. Eastern time

2. Your business needs to change in the age of the customer.
Image source: US Department of Defense (

3. 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

4. Enterprises continue to invest in CRM solutions

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

6. Playbooks are designed to guide decisions
FORRESTER’S PLAYBOOK FRAMEWORK

7. 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

8. Agenda
Discover
Plan
Act
Optimize

9. 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

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

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

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

13. 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

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

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

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

17. 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

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

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

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

21. 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

22. 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

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

24. Benchmark against CRM best practices

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

26. 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.

27. 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”

28. William Band