Archives For CRM Success

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.

Gain more insight into lead flow and lead behavior by integrating Act-On directly into your Sugar instance.

Gain more insight into lead flow and lead behavior by integrating Act-On directly into your Sugar instance.

 

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.

Quickly and easily integrate your phone system to Sugar with Callinize

Quickly and easily integrate your phone system to Sugar with Callinize

 

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!

It’s been a while, but here I am, taking my own CRM journey full circle. I wrote my first blog for SugarCRM five years ago and here I am, at it again. My perspective now is more focused, taking cues from front line experience and watching companies work to make sense of the sea change happening in the business world. As an industry, and as a discipline, we have made significant progress. We are not arguing about definitions and are much more focused as a practice (CRM practice, to be clear).

The historical perspective—the one where users of the system considered CRM only a management vehicle to watch, control, and measure their performance— is not yet eradicated. But dare I say this is no longer the majority viewpoint either. Empowering the individual user will always likely be a work in progress, but since I have hung my hat at the front door of SugarCRM, significant progress has been made.

From the individual contributor to the senior executive team, organizations have come to realize what a well-tuned CRM engine can do for their business, especially if we understand the needs of the user. Driving success is about answering the $64,000 question, “What’s in it for me?” The overall success of any CRM initiative can increase simply by answering that simple question. Know what you are asking your teams to do every hour of every day and ask how can you help them to do it better!

So…“What’s in it for me?”

The Sales Perspective: Ask a sales person what they think about CRM systems and the answer might be less than positive. But, whose issue is this, really? In the realm of carrot and stick, too much stick does not get the job done.

When we discuss the part of CRM that is used to drive sales, track leads and opportunities, as well as manage contacts, we often forget to include the discussion about helping the sales team close the deal. Many might argue that ‘closing the deal’ should be a non-event. If value to the business and the end users is clear, then signing a piece of paper is just one step in the process. Actually, by then, it should be the easy part. What we need to focus on is helping everyone to derive the value from the system that each user wants.

The Management Perspective: In answering the question “what’s in it for me?” we can’t forget management, as they too are individuals that are looking to extract personal value from a CRM initiative. The senior management team within all organizations does have the right to track progress, is that so wrong? The VP of Sales does have the right to understand how his or her sales team is using a system and how often reps connect or interact with customers or prospective customers. Finance has to plan the course of business, cash flow and production, staffing and other important business metrics. The marketing and demand teams need to know if their programs are designed correctly. In short, management is not the enemy.

The Customer Perspective: My lessons from the field during the past few years suggest that the cultural changes happening now are much more complex than the technological changes. Spend time actively listening to your customers and reward your sales teams who spend this time engaging and listening as well. Individual users of the system will very quickly see the benefits of a system that brings context to their discussions, and provides efficient means to share customer information. The conversation between the management team and sales teams should focus on the customer, not system tasks and made up numbers.

So, how can you start answering the “what’s in it for me?” question on a company-wide basis during a CRM implementation? A great start is to engage your teams and include them in the entire CRM deployment process and have a fundamental understanding of what they need. Your goal should be to align your organization around the needs of your customers. If your team, especially those on the front lines, believes you are an ally, in the trenches with them, the question “what’s in it for me?” will rarely ever need to be asked.

The following is a guest post from Jeremy Cox, Principal Analyst, CRM, Ovum.  ext Jeremy Cox

It is always reassuring  when a firm takes its own medicine and uses some of the same portfolio of products that it recommends to its customers. I refer of course to IBM’s global deployment of Sugar, integrated with many of IBM’s Smarter Commerce applications, to support a 45,000+ strong sales force. IBM’s Smarter Commerce portfolio, provides  customers with the tools to create a fully integrated all-channel,  informed and joined up customer experience.  Sugar works together with the Smarter Commerce portfolio and provides the user-centered  interface into all relevant customer information to provide what Ovum calls smart, connected interactions.

The Smarter Commerce story is relevant to multiple industries, both B2B and B2C or combinations. Irrespective of industry there are several common attributes that have to be orchestrated in a coherent manner if firms are to gain advantage from the Smarter Commerce portfolio including Sugar. Every industry is under intense competitive pressure in the face of rising customer expectations, globalization and the impact of social and mobile on customer behaviors and preferences.  The ability to be persistently relevant to customers by providing them with rewarding experiences across any and all channels through which they want to interact with a firm is a massive challenge facing all industries. Some like retail are particularly exposed to disruption as Amazon extends its reach and capacity, or lower cost competitors reach out to customers with more compelling offerings.

The old certainties and ways of doing business call for much deeper thinking and a more coherent approach to omni-channel commerce.

Ovum has identified 8 attributes successful firms orchestrate to gain this level of coherence. These are:

  1. Visionary leadership that seeks to put the customer at the center and orchestrates the firm’s capabilities and improvement initiatives in a coherent, connected way in support of a common goal – creating value for customers. Without this silos will flourish and impede the customer experience.
  2. Visionary leadership is also responsible for an engaged workforce, the second attribute. A workforce imbued with a set of values that builds trust with customers as well as internally with colleagues and the ecosystem of suppliers and partners is a powerful force for fostering great customer experiences. It is not just front line employees that provide moments of truth, but back office, finance, supply and distribution personnel, etc. All can have an impact. IBM’s Smarter Commerce helps connect people and Sugar’s user interface that puts the individual at the heart of the design supports greater workforce engagement and as a result a great customer experience.
  3. The ability to collaborate across and beyond the organization  in the pursuit of value creation and delivery, for customers. IBM Connections together with Sugar helps leverage this critical attribute.
  4. Acute sensing capabilities that drive real time insight and predictive foresight helps everyone in touch with the customer to have meaningful and relevant interactions. It also helps customers who prefer to serve themselves to find what they are seeking with minimal fuss and maximum convenience. The combination of IBM Cognos ,IBM Interact which provides realtime recommendations, IBM Tealeaf and Sugar ensures the right contextual information reaches the right people at the right time and in an intuitive consumable form, irrespective of the device used.
  5. A seamless and integrated customer experience across any channel with no loss of information  provides the true 360 degree  contextual view of the customer. SugarCRM has long advocated a deeper integration with the organization to deliver this. This contrasts with the typical triumvirate view of CRM being – sales, marketing and service (often in that order). That ‘typical view’ adds little value and belongs to the old command-and-control industrial era of the 20th century.
  6. The ability to innovate continuously and refresh the value that customers receive is the other essential ingredient for persistent customer relevance . Firms which succeed at this draw on ideas well beyond the traditional product development team; from customers, partners and the entire workforce. But innovation is not just about new products. It is also about developing new ways of engaging with customers that add greater value and magic moments that turn them into raging fans.
  7. Lean, simplified and connected processes across the value chain or network. The omni channel experience absolutely requires deeper thinking and a more horizontal view of how value is created and streamed across the organization and its ecosystem of suppliers and partners. Simply grafting on new digital channels will lead to failure and frustrate customers.
  8. An adaptive enterprise architecture that provides a coherent visualization of how the organization works as a system to deliver its customer centric vision and goals, is also an important attribute. Tweaking existing business models is unlikely to be sufficient and old legacy systems and legacy thinking will impede progress.

IBM’s Smarter Commerce with SugarCRM supports these attributes either directly or indirectly.  IBM’s Interactive Experience practice can help firms design and think through the detail required to deliver positive and memorable customer experiences across any and all channels. SugarCRM’s services team works in partnership with IBM to help firms take advantage of the highly elastic capabilities of Sugar.

About the Author

Jeremy Cox is principal analyst in Ovum’s global Customer Engagement Practice. Jeremy joined Ovum in July 2012, and quickly established the broader customer-adaptive enterprise context identifying 8 core attributes that organizations need if they are to be persistently relevant to their customers: leadership, an engaged workforce, collaborative, sensing capabilities to generate insight and foresight, a superior customer experience, continuous innovation, connected and frictionless processes and an adaptive enterprise architecture.

@jeremycoxcrm

http://uk.linkedin.com/in/jeremycox/

 

As concepts like social media, mobile and big data add more and more information into the marketing mix, it is important for sales and marketing Summit Graphicprofessionals to embrace the concepts behind data-driven marketing. In today’s world, those taking advantage of the mountains of information available around our customers are the ones who will not only survive, but thrive and bat the competition.

To help marketers gain more insight around data-driven marketing, AgileOne is holding a FREE online conference all day on May 9th. As part of the event, SugarCRM co-founder and CTO Clint Oram will be speaking about how SugarCRM allows its users to delight today’s social customer.

The entire online conference is filled with great presenters and topics. Click here to register for free and join the conversation!

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Welcome to our roundup of customer relationship management (CRM) industry news from across the web. This week’s roundup will revisit the some of the same social selling topics as our previous post but with more useful tips and tricks. We’re hunting the ‘net for the latest and greatest, and bringing them to you here, in one convenient weekly post.

Selling through social channels (a.k.a. social selling) is not only an art, but a science. New social channels are emerging every week, only increasing the surface area of digital touchpoints a customer or prospect may have. Those who know how to leverage their networks and hone the power of social media are able to excel in the ever changing sales landscape.

Sales 2.0

Sales 2.0 – Source: Forbes

Salespeople are more likely to meet or exceed their quotas if they engage on social media.
(Dynamic Signal)

Studies have been done to prove this point and salespeople are missing the boat ride to sales success. The following articles will teach you how to be a social selling specialist in no time.

5 Steps for Creating a Successful Social Selling Strategy
One of the golden rules in social selling is to identify where your prospective customers are spending time online. Being able to recognize who your customer is, where they spend their time, and what they like to do can be the driving factor in what closes a deal. Seth Price writes a simple 5 step process for developing your own successful social selling strategy.
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How to Use Twitter Hashtags as a Prospecting Tool
Let’s face it, Twitter is a loud party and sometimes it is hard to hear through the noise. Beyond the clamor hides some of your most relevant and valuable prospects. Twitter can provide a certain level of audience targeting through their Hashtag functionality in order to reach and engage with your next customer.
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Social Selling Action Plan: Seek A Warm Relationship
Social media is no longer about what someone had for lunch. Your future customers are waiting for you to contact them in the places they spend the most time. Matt Foulger will teach you how to turn cold calls into warm calls, gain a 360-degree view of your prospect, push intelligence from social media into your CRM, as well as various social engagement methods.
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The 10-60-30 Rule of Social Selling
Social Selling is more about the approach rather than the use of a number of tools. Over the course of time, this has evolved into a daily routine. My experience has demonstrated that the different steps and tools must be interwoven with everything you do during the day.” – Mic Adam
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We hope you enjoyed this week’s edition of our Weekly CRM Roundup. Go to where your customers are. They’re waiting for your targeted, personalized, and meaningful engagement. Got ideas for other great articles and topics we should include in future CRM Roundup posts? Let us know in the comments below!

Leading organizations are increasing their use of digital mechanisms for the business processes of buying, marketing, selling, and servicing. To do this, many organizations are turning to IBM’s Smarter Commerce and IBM Enterprise Marketing Management. Marketing automation tools like IBM Campaign and Interact, along with Silverpop, are great for defining multi touch campaigns, cross-channel marketing across digital channels, and real time personalizations for customers on electronic store fronts.

But what happens when a customer – who may have received an offer driven from IBM Campaign – calls into a customer service center? Does the customer service agent who answers the phone – let’s say it’s John –  have a history of that customer’s past interactions, and have the right information to answer that customer’s questions? Even better, can the customer service agent reinforce an offer that may have already been presented to the customer via IBM marketing automation offerings?

What happens if a sales person – let’s say it’s Sally – is about to call on that customer? Sally could be an inside sales rep, or an insurance agent, or a personal shopper in retail. Does Sally know everything about her customer including the fact that that customer might have received an offer through email that was generated by a campaign management tool? To take that a step further – if a campaign management tool generates 1000 leads, does Sally know that seven of those leads are her customers, and does she know exactly what to do with those seven leads?

We know that IBM Campaign can precisely target a specific set of customers. But imagine if Sally, upon signing in for her work day, sees seven specific new leads that are assigned to her from that campaign, along with specific actionable information for those leads. Imagine if John, our customer service agent, was able to pull up a complete view of the customer as he was helping resolve that customer’s issues; and could even upsell the customer based on a real-time offer appearing in his customer service dashboard.

SugarCRM, an IBM Global Alliance partner, can help. Sugar is an innovative CRM system designed for every individual who engages with customers: sellers, marketers, customer support agents, receptionists, and executives.

r4_smarter_commerce.jpgSugar has integrations into IBM Campaign to surface campaign information into sellers’ daily tools, whether that be Sugar itself or IBM Notes or Connections. Sugar also has integrations to IBM Interact to present real-time offers to sellers and customer service agents. Sugar is the first major CRM solution to be validated for the IBM Ready for Smarter Commerce mark. DiGi Telecommunications is one customer using IBM Campaign integrated to SugarCRM to provide consistency across digital marketing programs and human sales and service representatives.

Organizations that integrate SugarCRM and IBM experience faster campaign-to-cash times,  more efficient marketing and sales processes, and higher customer satisfaction and value.

For more information, see sugarcrm.com/ibm, or come visit us at SugarCon, April 28-May 1 in San Francisco, or the IBM Smarter Commerce Global Summit 2014 in Tampa, Florida May 12-15.