Arelai Ephraim

Why Read This Report Sales organizations have traditionally used CRM sales force automation (SFA) software to track leads and opportunities and manage contacts, accounts, pipeline, and forecasts to increase the sales team's efficiency and effectiveness. However, these core SFA capabilities do not support the needs of the modern buyer who demands streamlined, yet personalized, interactions over a range of increasingly digital, self-service, and mobile touchpoints.

Forrester recently surveyed more than 50 executives who had used a third-party services partner for B2E or B2B mobile application work. These interviewees were all provided as references for our 2015 Forrester Wave™ evaluation of mobile enterprise applications services — and so they should have been more successful in their mobile application services projects than the norm (because they were given to us as reference work).

In the age of the customer, executives don't decide how customer-centric their companies are — customers do. Changing customer expectations for easy and effective service that is deeply personal are shaping customer service technology priorities. This report summarizes the top 10 customer service trends for 2016 that application development and delivery (AD&D) pros supporting customer service operations must pay attention to in order to deliver customer service excellence.