Archives For scrm

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.

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Welcome to our roundup of customer relationship management (CRM) industry news from across the web. This week’s roundup will explore the power of social media within the enterprise in regards to CRM. We’re hunting the ‘net for the latest and greatest, and bringing them to you here, in one convenient weekly post.

Is your business socially-enabled? Have you dismantled your company’s organizational silos? Does your organization possess to the tools that empower individuals to more effectively engage with their customers?

By department, the largest users of social media in enterprises are marketing (with 78% using social media to a moderate to great extent), IT (64%), sales (63%), and customer service (62%). The functions using social media least are operations (46%), supply chain operations (36%), risk management (35%) and finance (28%). (Deloitte University Press)

In order for a company to function effectively in today’s business world, every customer facing employee from customer service, all the way to the C-suite need to participate in the conversation in order to facilitate higher quality customer engagement. The following articles share studies and insights about integrating social media into your business, and also offer an opportunity to learn first-hand from experts within the industry on creating a consistent client experience from administration to sales.

Effective Social Media in your CRM: Loyalty
“Both B2B and B2C companies are relying on CRM to organise these insights about what customers are doing and buying, and to help establish predictive ability to know what and where to target next.” – Simon Chapman

Understanding who your customer is, what they care about, and what they like to do can help complete their 360-degree view to facilitate a consistent customer experience with anyone in the organization who interacts with the customer.

Don’t miss Simon’s track session on Social CRM at this year’s SugarCon – Register here!
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From Social Media to Social CRM-KAM
This presentation by IBM’s Friedel Jonker highlights the social business transformation that IBM underwent in order to help other businesses become  fully socially-enabled enterprises. Their journey investigates the early technologies of customer relationship management (CRM) and key account management (KAM) and later explores the importance of putting the individual back into the social enterprise. IBM defines a social enteprise as “any company or organization that has integrated and operationalized social media within every job function to generate and implement value driving ideas by smarter processes and technology.”
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CRM, Omnichannel and the Quest for Customer Intimacy
“CRM has promised to create a complete, holistic view of the customer, but failed to break organizational silos and to deliver better customer experience.” - Gregory Yankelovich

Gregory acknowledges the trend in global population growth as it is apparent that it there are no plans of it to slow down. As the global reach of the enterprise increases, the customer’s demands and expectations do as well.
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Creating Exceptional Customer Experiences with Social CRM
Sign up for this free webinar presented by SugarCRM, IBM, and Highland Solutions (4/10 3:00 p.m. EST) that will discuss: engaging Customer 2.0 and the benefits of being customer-centric, empowering employees with integrated social business technology, creating a consistent client experience from administration to sales, and more.
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Put the individual back into CRM and into the social enterprise. I hope this was helpful for you and your businesses wherever you are in your social business transformation. Got ideas for other great articles we should include in future CRM Roundup posts? Let us know in the comments below!

CRM_Roundup_Banner_V4
Welcome to our roundup of customer relationship management (CRM) industry news from across the web. This week’s roundup will offer valuable insights to help jumpstart your customer loyalty program. We’re hunting the ‘net for the latest and greatest, and bringing them to you here, in one convenient weekly post.

Creating an amazing customer experience can create customer evangelists. Although, how can you measure the value of a satisfied customer who isn’t loyal? Shep Hyken says it best:

There is a big difference between a satisfied customer and a loyal customer.
    ~ Shep Hyken

Did I also mention that Shep will be our keynote at this year’s SugarCon? The following will be a list of articles that can be used as a guide to revitalize your overall loyalty program, or give it a little boost.

Effective Social Media in your CRM: Loyalty
Social CRM can often complete the complete 360-degree customer view that companies rely on to communicate a consistent customer experience. Knowing exactly who your customers are will allow you to help serve them timely, relevant, and engaging content through the right social channel.
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How To Use Technology, Brains, and Service To Build Customer Loyalty
It’s here that you shift your customers’ perception of your company out of the “they’re perfectly fine for now” to “they’re my one and only.”” – Micah Solomon

Technology can’t foster customer relationships alone. However, by combining well-trained employees with the tools needed in order to create an extraordinary customer experience, you’ve created an opportunity demonstrate value to your customers and drive customer loyalty.
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Finding Benefits in SMB Loyalty Programs [Infographic]
How do you view customer loyalty for your SMB? This infographic explores the benefits of a loyalty program and exposes opportunities for you to take advantage of to leverage your customer base and keep them coming back for more.
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4 Sharp Tools for Honing Reseller Loyalty
This article focuses more on managing relationship within your extended sales force: the channel. Providing support through an indirect channel is like playing a lethal game of telephone in customer service.

“It’s repeatedly been said that service is the secret to loyalty. Most of the time, that’s said in reference to direct customers — but it applies even more so to the indirect channel.” – Christopher J. Bucholtz
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And there you have it. I hope you enjoyed this week’s roundup and have a newfound insight on loyalty. Got ideas for other great articles we should include in future CRM Roundup posts? Let us know in the comments below!

CRM_Roundup_Banner_V4
Welcome to our roundup of customer relationship management (CRM) industry news from across the web. This week’s roundup will contain some tips and tricks worth learning when it comes to social selling. We’re hunting the ‘net for the latest and greatest, and bringing them to you here, in one convenient weekly post.

Recent studies show that social marketing has far greater rates of return than that of traditional outbound marketing.

Social media has a 100% higher lead-to-close rate than outbound marketing. (State of Inbound Marketing, 2012)

Here are a few tips and tricks to help get your organization on the path to being a social selling machine.

7 Ways Your Sales Team Can Get Results with B2B Social Media
“Are your salespeople actively engaged in social media as part of their lead generation efforts? If not, they (and your business) are missing out on great opportunities for researching potential B2B clients, building new networks and uncovering prospects by investigating their social media profiles.” – Jeremy Durant

Jeremy offers a play-by-play list of ways to encourage your sales team to embrace social media.
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Social Selling Dos & Don’ts
Lauren Barack offers her insight when considering the dos and don’ts of social selling. She highlights the importance of the quality over quantity of your prospects and shares relevant scenarios of making social selling work for you.
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How to Generate More Leads and Referrals on LinkedIn
Do you have 20 minutes to spend in the day? Follow these 10 steps to make the most of LinkedIn and prospect more effectively.
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Got ideas for other great articles we should include in future CRM Roundup posts? Let us know in the comments below!

Earlier this month, I was joined by Aberdeen Group’s Peter Ostrow for a discussion around “Amplifying the R in CRM.” Peter discussed how best-in-class sales & marketing organizations leveraged CRM and related technologies to create stickier customer relationships.

We discussed some best practices, outlined some of the ancillary tools and integrations that augment a core CRM deployment, and went over SugarCRM’s vision for helping organizations better market to, sell to and support customers and prospects.

Specifically, Peter and I outlined:

  • What Best-in-Class companies do differently
  • Pitfalls they avoid
  • Why they achieve greater success
  • Technologies and services they leverage to succeed

The webcast was one of the most highly attended we’ve ever done. If you missed it, or would like to hear the discussion again – Click Here.

Editor’s note: This blog post originally appeared in the UK-based B2B Marketing magazine blog series. And, since I think these are points worth repeating (and I wanted to get a blog post out this week!) I am reprinting my thoughts hereAlso note, while it’s true I am too lazy to change spelling back to American English – I think the British English stylizing gives my thoughts a bit of an air of respectability ;)

The explosion of social media over the past several years has certainly begun to make its mark in the business world. What started out as a primarily consumer-driven concept has become big business on many fronts: companies are marketing to customers via social networks; supporting customers and identifying trouble spots via Twitter; and leveraging these new social channels for market research and to qualify leads.

While social channels present an opportunity, companies must not forget the core foundations that actually manage the core data and processes within the organisation. New concepts like ‘social CRM’ are appealing for many reasons. But, ultimately, are not a replacement for traditional CRM. Rather, it is more important to augment existing CRM strategies and systems with social tools – because abandoning core systems could lead to chaos inside the organisation.

To best navigate your move into social CRM, it is useful to ask yourself five simple questions before spending precious time and other resources towards a social media endeavour:

1. Where are my customers and prospects aggregating online?

This seems fairly simple, but might be more complex than it seems.  For large B2C organisations, it may be enough to blast messaging across sites like Facebook. But for more niche markets and products, or more specialised B2B sales models – it may take some more research and listening to your customers before you begin any outreach via social channels.

2. How will this social initiative enhance the customer experience?

Just being social for the sake of being social is useless, and can backfire. For many B2B sales and support organisations, social media should be a means of adding convenience to the sales or customer support cycle – not an intrusive waste of time. Insure that your social interactions are a benefit, not a detractor to the overall customer experience.

3. Am I using social media to hide deeper flaws in my business?

Many companies are using social media as a “band-aid” to hide poor support processes or other problem areas. Customers who tweet about a bad experience get preferential treatment; but what does that really solve?  Before adding layers of social engagement, try to insure your customer-facing processes are already strong before exposing them to the hyper-critical social channels.

4. Who will be responsible for our social outreach?

This is a huge problem area for those looking to jump into social business. If you are going to generate leads, or attempt to handle customer complaints via social media – insure that a proper escalation path is in place. If a customer reaches out via social media and gets no response – it is almost worse than not having a social policy. Insure the right people are in place to quickly and consistently manage inquiries received via social channels.

5. How will I track and measure success?

It is very easy for a social media initiative to create even more data silos, with loads of data not providing insight. However, if you tightly integrate your social tools and data with well-structured existing systems like a CRM tool, you can more effectively track interactions and outcomes. Again, social CRM is not a new concept in itself – we are just using new technology to do what we have always done as  businesspeople: attract and manage customer relationships.