Commissioned by Forrester

Is Your CRM Ready For The Future Of Customer Engagement?

Take this 2-minute quiz to see how your organization’s CRM strategy and execution compare to other organizations.

How important is the following CRM capability to your organization when it comes to supporting end-to-end customer engagement? (Select one)

Ability to personalize customer experience across multiple channels

Not important at all

Somewhat important

Important

Very important

Mission-critical

Don't know

1/8

Not important at all Somewhat important Important Very important Mission-critical

71% of French respondents indicated that the ability to personalize customer experience across multiple channels was very important to mission-critical.

Organizations must deliver consistent, personalized experiences in all channels to drive long-term business growth.

Base: 163 French respondents who are responsible for their organization’s CRM execution

Source: Forrester's Q2 2026 CRM and Martech Survey [E-70640]

2/8

What are the top challenges your organization faces with its current CRM implementation today? (Select top three)

Inability to activate multiple channels from one CRM platform

Inability to create a unified view of the customers across mulitple channels

Inability to ensure data consistency across systems

Inability to integrate new CRM capabilities in the current CRM

Inability to integrate our CRM system seamlessly with other systems in the ecosystem

Inability to personalize customer experience across multiple channels

Inability to seamlessly support customer service needs across help desk, self-service, and inbound messaging channels

Inability to track metrics/performance across the customer journey

Don't know

3/8

Inability to activate multiple channels from one CRM platform Inability to create a unified view of the customers across mulitple channels Inability to ensure data consistency across systems Inability to integrate new CRM capabilities in the current CRM Inability to integrate our CRM system seamlessly with other systems in the ecosystem Inability to personalize customer experience across multiple channels Inability to seamlessly support customer service needs across help desk, self-service, and inbound messaging channels Inability to track metrics/performance across the customer journey

Organizations are struggling to personalize customer experience (CX) across multiple channels.

Personalization varies depending on what the business is, how mature the business is, and what channels the business operates in.

Base: 163 French respondents who are responsible for their organization’s CRM execution

Source: Forrester's Q2 2026 CRM and Martech Survey [E-70640]

4/8

What are your organization’s plans to modernize its CRM for end-to-end customer engagement? (Select all that apply)

Enhancing personalization across all customer channels

Creating a unified view of the customer across multiple systems

Integrating advanced analytics and reporting tools to track metrics/performance across the customer journey

Improving CRM integration with other systems

Upskilling/training employees to better utilize CRM tools

Unifying marketing and service capabilities into one platform

Improving collaboration/alignment across marketing teams/departments

Don't know

5/8

Enhancing personalization across all customer channels Creating a unified view of the customer across multiple systems Integrating advanced analytics and reporting tools to track metrics/performance across the customer journey Improving CRM integration with other systems Upskilling/training employees to better utilize CRM tools Unifying marketing and service capabilities into one platform Improving collaboration/alignment across marketing teams/departments

Most French respondents plan to enhance personalization (74%) and measurement capabilities (66%) to support end-to-end customer engagement.

Improving personalization and measurement helps organizations maximize CRM impact through data-driven engagement.

Base: 163 French respondents who are responsible for their organization’s CRM execution

Source: Forrester's Q2 2026 CRM and Martech Survey [E-70640]

6/8

What are the top benefits your organization has seen/would expect to see from modernizing its CRM for end-to-end customer engagement? (Select up to five)

Improved personalization

Increased customer experience (CX)

Increased revenue

Improved access to customer data from different teams across the organization

Improved customer engagement

Improved management of customer experience

Reduced customer churn

High interoperability across systems

Increased flexibility to adapt to new channels

Seamless integration marketing and services channels

Improved customer satisfaction (CSAT) score/Net Promoter ScoreSM (NPS)

Lower total cost of ownership (TCO)

Don't know

7/8

Improved personalization Increased customer experience (CX) Increased revenue Improved access to customer data from different teams across the organization Improved customer engagement Improved management of customer experience Reduced customer churn High interoperability across systems Increased flexibility to adapt to new channels Seamless integration marketing and services channels Improved customer satisfaction (CSAT) score/Net Promoter ScoreSM (NPS) Lower total cost of ownership (TCO)

Improved personalization experiences is the top benefit French respondents have seen/would expect to see from a modernizing its CRM.

This reflects organizations’ focus on delivering more relevant customer experiences that drive engagement and growth.

Base: 163 French respondents who are responsible for their organization’s CRM execution

Source: Forrester's Q2 2026 CRM and Martech Survey [E-70640]

8/8

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