May 2, 2011 – Customer experience professionals must revisit their CRM objectives, rate customer perspectives and dive into data outlets to ensure their enterprise is truly vested in an outside-in perspective, according to a new report from Forrester Research.

Analyst Paul Hagen led a group at Forrester for the report, “Beyond CRM: Manage Customer Experiences,” which presents a framework for organizations on CRM ventures. In the report, Forrester states that CRM and customer experience leaders need to build a customer-centric culture through definitions of desired customer experience and an understanding of customers’ behaviors and needs. This process often means moving away from a focus on business moments as they relate to the company and technology investments that dictate cultural compliance, according to the report.

Register or login for access to this item and much more

All Information Management content is archived after seven days.

Community members receive:
  • All recent and archived articles
  • Conference offers and updates
  • A full menu of enewsletter options
  • Web seminars, white papers, ebooks

Don't have an account? Register for Free Unlimited Access