Our i2i workshop series follows SugarCRM’s recent announcement about a “reimagined” vision of CRM, one that fuses Customer Journey Mapping with CRM.Continue Reading...
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Anyone familiar with CRN’s “50 Most Influential Channel Chiefs” list knows it’s a distinction of honor. So when the announcement came this week that my name was among the most highly accomplished channel executives, I was proud beyond measure for both our channels team and our channel partners. We have a top-notch channel program at SugarCRM and the success our partners are enjoying illustrates how well that program is working.
SugarCRM has a long history of being a channel publisher (that’s “inside baseball” jargon for being a company that sells through channel partners). We started the company 10 years ago and within days of releasing our first version of Sugar in July 2004, a CRM consulting firm named Synolia in France reached out to ask about our channel program. That was the beginning of a very powerful set of partnerships between SugarCRM and over 200 CRM consulting and reselling companies around the world.
Over the course of the last two year years, I and my team have worked diligently to up-level the channel program and add significant new structure to enhance it. We brought our value added resellers (VARs), system integrators (SIs), original equipment manufacturers (OEMs) and independent software vendors (ISVs) under one department and executive leader. This means every partner who represents SugarCRM, embeds Sugar in their own products or integrates with Sugar is now managed by one, fully integrated department. In that time we have also rolled out partner scorecards so each partner can continuously measure their success, established an OEM program and team to work with other software companies that want to embed Sugar in their products, and launched a revamped reseller program with program tiers based on training certification minimums and sales attainment. We also moved our channel partner program up-market, focusing on larger customers and larger partners.
The results speak for themselves. Now, over 60 percent of SugarCRM’s recurring revenue comes from our global channel partners and almost every customer leverages one of our partners, whether a reseller, SI, ISV or OEM partner. We have more than 200 VARs in over 30 countries around the world. We have expanded our channel program to include an OEM partner offering for regional- and vertical-specific solutions with partners like Project Pipeline. And, we’re on track to grow our channel partner program even more this year.
For me, the Channel Chiefs title is validation that the SugarCRM ecosystem of partners continues to be a significant component of the company’s success and our customer’s CRM success.. The implications are just as important for the CRM marketplace itself. Of course, SugarCRM has already proven its mettle as a disruptive player in the CRM market by virtue of its focus on the individual as key in creating extraordinary customer relationships. But just as important, every company that uses CRM must look closely at what differentiates them and implement the right CRM solution that enhances and illustrates those differentiators to their customers. That’s what our partners do for our customers.
From starting the company in 2004 to driving CRM success through our partner ecosystem today, I love every day here at SugarCRM. From the product to the people, SugarCRM is in a league of its own, bucking yesterday’s technology and setting new standards in the industry. This Channel Chiefs accolade is indeed testament to the great success the SugarCRM team and our channel have achieved due to perseverance, innovative thinking and a singular focus on highlighting the customer experience as what’s really important in CRM. I’m proud to share my title of “Influential Channel Chief” with the entire team at SugarCRM and our channel partners, and look forward to our continued success.
As today’s marketplace becomes more and more competitive, it becomes harder and harder to compete based on the old standards: price and product features. Customers today simply have more choices, and are more knowledgeable than ever thanks to the web and social media. The best way to stand out in business today is by offering a superior experience for every prospect and customer.
But, how can you ensure you are providing the best possible customer experience? One method is to align your internal business operations with the typical lifecycle of your customers. This can be done through what is called a “customer journey exercise.”
By mapping the customer journey, any organization can identify how a customer typically goes about making a purchase decision with the company. And, these exercises can help identify internal gaps where the organization is not meeting the expectations of the customer. But how do you turn your customer journey map into the actions that will transform your business?
Join us on February 18th for an informative webinar from SugarCRM and Phil Winters, the head of CIAgenda and a “Customer Perspective Champion,” and “Data Whisperer” with decades of experience helping hundreds of organizations better align their operations with the customers’ perspective in mind.
In this webinar, Phil and SugarCRM Vice President of Product Marketing Karen Hsu will outline the reasons why mapping the customer journey can have a huge impact, illustrate some basic steps to get started, and provide some success stories of organizations which have effectively mapped their customers’ typical journeys.
If your organization has customers, and it has yet to undergo a customer journey exercise – don’t miss this opportunity to learn from the experts! To join the webinar, simply click HERE to register.
Last week, we highlighted three fast, simple integrations that can turn your sales team into a deal- closing powerhouse. Today, let’s focus on marketing and customer support and discuss how they, too, can amp up performance in the New Year. Here are three more tools designed to help your marketing teams improve customer support and increase both the volume and quality of leads.
Act-On: Boost Your Marketing
It’s no secret that salespeople crave more –more leads and more insight into the leads they already have. Fortunately, Act-On marketing automation software can help on both fronts. Act-On can make it easier for your marketing team to generate quality leads, and it seamlessly embeds into the Sugar UX, providing better visibility into lead history, behavior, etc. This integration with SugarCRM can be a huge advantage when your sales reps first reach out to qualified leads.
Callinize: Streamline Support (and Sales) Communications
A CRM system makes customer support professionals more effective. When issues arise, it provides a support agent with the customer’s basic information, purchase history, etc. However, if your CRM and phone system aren’t integrated, your support rep may have to wade through step after step to ID the caller, establish a follow-up plan, etc.
Callinize solves this problem by making it super simple to connect your inbound and outbound calls right into Sugar. With Callinize, your agents will know who is calling, so they can immediately jump to the most relevant records. What’s more, Callinize helps agents populate follow-on tasks –a feature that’s useful to your sales reps, too, because they can use it to create follow-up reminders and tasks after any call.
Get Satisfaction: Turn Your Customers into a Community
Companies are always looking for ways to cut the cost of customer support. One way you can do this is to promote a culture of self-service using “customer communities” focused on your products or services.
A customer community is made up of customers (and some employees) who know your products well and can help others by creating content and/or communicating on your behalf to those who have problems. Your customer community can help customers solve basic or common problems, without the need for a costly call to your support center. In addition, your customer community can be used to generate new product ideas or features.
Get Satisfaction is a customer community platform that blends right into Sugar. So, while your customer community grows, the solutions and ideas that are generated within can be quickly turned into knowledge articles in Sugar. They can provide solution suggestions for the customer support teams using the Sugar support modules, as well as populate self-service portal articles.
These are just a few ways to leverage the power of the Sugar ecosystem to improve your marketing performance and boost customer satisfaction. For hundreds (literally!) of more ways to drive value from your Sugar deployment, check out Sugar Exchange.
And remember, it’s never too early (or late) to turbo boost your CRM and make 2015 the best year yet for your business.
Is your CRM strategy and vision aligned with the modern customer? Does your CRM system support the full customer life cycle? Is your organization reaping the benefits of having a modern, forward thinking CRM? Regardless of the answer, there is always room for improvement when it comes to delighting your customers and improving the productivity of all of your customer-facing employees.
On November 5, Forrester Research’s Kate Leggett and myself will be sitting down to discuss what modern organizations need to match their CRM initiatives with today’s more engaged, informed, and connected customer. We will outline some of the core tenets of a “modern CRM” initiative, and cite several successful examples of modern CRM in action.
Join us Wednesday, November 5 and learn:
- The six critical building blocks of modern CRM
- How organizations are shifting from systems of transactions into systems of engagement to support the entire customer lifecycle
- Tips on how any organization can begin modernizing their CRM initiative in the age of the customer
This promises to be an engaging and informative session for any business that is looking at the customer experience in the new the age of the customer. Join Kate and me on Wednesday and we will be happy to address any CRM and customer related questions you might have.
Registration is limited, so click HERE to register today. We hope you can join us!
Note: The following is a guest post from Thomas Shields, Vice President, Marketing Program Delivery, BancVue.
An Empathic Challenge To Your Customer Journey!
All of us want to delight our customers, engage their interest and drive true customer loyalty. However, many of us are fighting an uphill battle and significant challenges stand in our way. The problem becomes particularly pronounced as we focus on growth.
The root cause lies in our perspective. There is a flaw in the way we conceptualize our customer and the value we bring them. We almost always start by defining their journey by OUR milestones — simply because that is what we know. “We worked so hard on delivering the most brilliant, innovative product ever known to the industry. It truly defines perfection… why wouldn’t they want to hear about it right now?” Right?
The key to an effortless and truly graceful customer journey lies in our orientation, our ability to truly walk in our customers’ shoes and see our company, and our offerings, through their eyes. Let’s call it Empathic B2B. That perspective is totally unnatural for us because we are human and, in that way, are inherently biased by our own perspective.
Great companies know how to walk in their customers’ shoes and they build themselves around that. It sounds so obvious when you hear it – but do a quick gap analysis on how well you execute the theory.
- Do you have a customer journey document that accurately captures the customer’s perspective?
- Does the customer perspective lead and guide all your B2B efforts?
- Are your customer onboarding processes written in words your customer would use, not your internal jargon?
- Does your customer have the same milestones as you do in your sales documentation?
If you start to really peel back the layers you realize that we as leaders are sending conflicting messages to our troops. The primary message is “think on behalf of the customer,” but yet we fail to truly reinforce that at any point within the cultural and operational infrastructure we build. Too often, everything we build and say is “about them through our eyes” instead of being “about them through their eyes.”
So, how do you make this shift within your organization? Here are some tips:
- Go through an exercise and document your client journey from their perspective.
- Really challenge yourself to think like the client and forget your internal bias toward yourself.
- Include clients early and often. Choose some of your best clients (not necessarily those that love you the most) and talk to them. Validate that you have accurately captured their perspective and look for that sigh of relief or exclamation of excitement from them telling you that you “got it”.
- Don’t flatter yourself into thinking that you already know best because of your past experiences.
- Enlist internal champions to help you celebrate the transformation as a company priority and to make it a sustainable reality.
Once you’ve taken the above into consideration, start with your CRM system. No system should more clearly reinforce your customer’s journey than your CRM software. Use it to improve those metrics that define and reinforce the customer perspective for your team. Use it to reduce your customer’s efforts on their journey, not yours. At our company, we used SugarCRM to achieve this. We implemented Sugar as a true enterprise application, spanning Customer Service, Finance, Legal, Marketing Operations, Sales, Technical Operations and Training.
We found the platform especially ideal thanks to its flexibility. We could seamlessly assimilate our customer’s unique journey into the rhythm of our business. It’s a shift in thinking that leads to improved internal processes and external relationships. And, it has shown results at BancVue.
BancVue has tripled in size since 2006, and Sugar paces the growth with new uses, customizations and integrations. We’re experiencing another period of explosive growth right now, and I know we couldn’t be successful managing that without Sugar.
Want to learn more about how we delighted our customers at BancVue? Read our case study and watch the video here: http://www.sugarcrm.com/casestudy/case-study-bancvue
About the Author
Thomas Shields is a heavy lifter. As VP of Marketing Program Delivery for BancVue, he lifts revenue and results for community banks and credit unions across the nation by managing the deployment of internal applications and the development of BancVue’s enterprise process architecture.