Executive Summary

Good customer experience (CX) directly impacts a business’s bottom line: For every 1-point gain in Forrester’s 100-point CX Index, businesses experience 1.3% higher retention, 1% higher enrichment, and 1.3% higher advocacy.

Customer relationship management (CRM) systems are a critical driver of good CX. They offer a single source of truth and a unified view of customer information. These systems ensure customers have consistent experiences across touchpoints, and employees appear as one unified front to their customers. CRM systems enable employees to navigate the future of work, where they may be working with colleagues scattered across homes and offices, and build resiliency into the business.