Archives For CRM

Salesforce vs Sugar PricingA few weeks ago we focused on SugarCRM’s pricing model versus Salesforce, and it became clear that some CRM vendors are more upfront about overall TCO and pricing than others.

Perhaps you read that and nodded, but at the same time were thinking: “I’m willing to pay more, because I want to partner with a company that respects my company and our goals.”

You are correct to assume you should get that. Any CRM relationship should be a true partnership between vendor and customer. Especially these days, when all CRM companies stress the importance of providing a superior customer experience.

At SugarCRM, we aim to be a company that our customers enjoy doing business with.  We believe in an open, accountable and long-term relationship with our customers that creates trust. We put a lot of resources and energy into being that true partner. In fact, it is a key to what sets us apart from our chief rival.

In fact, in PC Magazine’s 2015 business awards, SugarCRM earned the highest overall satisfaction and likelihood to recommend scores in the CRM category, beating our chief rival by a significant margin. PCMag said Sugar is an “enterprise-worthy and beloved solution for every aspect of the customer relationship” and a system which PCMag readers certainly “prefer far and above the other options.”

PCMag Business Choice Winner

We hear all the time from prospects, current and former Salesforce customers, even from the media that they are a tough company to work with. We often win deals because former SFDC customers were fed up with poor customer service, including inconsistent rep coverage, wildly expensive quotes with additional monthly fees, and general arrogance when addressing these issues.  Salesforce’s current marketing lingo centers around “age of the customer,” but they let their own customers down over and over.

On the other hand, SugarCRM wants our champions to succeed over the long haul, which is why we’re here for you every step of the way. We’ll give you the tools you need to make the right decision for your company and guide you as you proceed with our CRM solution.

Learn how to save yourself some CRM heartache here.

Earlier this year, during SugarCon 2016, we announced and demo’d the Customer Journey Plugin. We are excited to say the Sugar Customer Journey Solution (the plugin combined with the Sugar Platform), which automates complex business processes and maps them to the customer journey is now available.

As you may know, customer journey mapping is an important exercise that helps companies understand their customer’s perspective so they can meet needs and expectations. It also drives companies to reach all the business goals for individual customers – such as long-term engagement, buying additional products or services, or becoming a reference. The customer journey map itself is a visual diagram of the way your customers engage with you throughout the buying cycle. From the time they learn your company’s name or find you on Google, all the way to the time they purchase their first product/service from you, and even beyond that.

While it’s a fairly common exercise, the real challenge is turning the customer journey map from a theoretical framework or tracking mechanism into a practical tool proactively guides customers throughout their journeys. Many companies have tried to capture every aspect of their business with customer journey mapping, and as a result, created beautiful documents that did little more than sit on the shelf.

customer-journey-solution-brief-2016-08-02-3

Enter the Customer Journey Solution. It was developed by AddOptify, a longtime SugarCRM partner, in cooperation with internationally-recognized customer strategist, Phil Winters. It is based on best practices from his work with more than 650 organizations that have reoriented their businesses around a deeper understanding of the customer’s decision processes.

The new plugin comes with a customer decision Indicator chart, which displays the individual customer’s progress through the journey, and an advanced customer decision workflow panel, which quickly describes every task or action the user must complete in order to help a customer advance to the next decision stage. Each activity in the customer journey is modeled as a native Sugar task, call or meeting. The result is a streamlined process that synchronizes all customer-facing activities, from marketing and sales through on-boarding and renewal.

If you’re new to customer journey mapping, don’t worry. The Sugar Customer Journey Solution includes industry-specific customer journey templates that you can use to quickly define the journeys that are most applicable to your customer base. The journey can span the entire customer lifecycle, or just a specific timeframe.  

In short, the Customer Journey Solution lets you overlay the journey with the tasks that you know need to happen at every step of the way, even if your customer isn’t aware of them. It opens new opportunities for differentiating yourself in the market by providing a differentiated and superior customer experience, and – probably most importantly – provides a foundation for all staff in your organization to better coordinate and interact by taking the customer’s perspective.

The Customer Journey Solution is available for all versions of the Sugar Platform (Sugar Professional, Sugar Enterprise and Sugar Ultimate 7.6 and above) for $15 per user, per month.

To learn more about how you can optimize your customer journeys, click here.

(Editor’s note: this post was originally published by Business Insider Australia)

Buyers always want the best customer experience and so sellers must constantly reassess what the new “best” means, and transform themselves to deliver it. This is more important than ever for businesses competing in a buzzing, digitized market.

This is why leaders understand the importance of business change, and their long-term strategies cater for experimentation and innovation. But innovation isn’t one-size-fits-all for every area of the business, so what does it mean for marketers?

From a strategic perspective, the more marketing looks at the business from the outside, the more it can help to transform it from the inside. A brilliant way to get externally-focussed like this is to actually “become” the customer.

You can do this by creating a true-to-life, virtualized world of customers and their journeys through the business. While this sounds lofty, it’s possible with the right technology and by using a practical step-by-step approach.

Telsyte and SugarCRM recently produced a report for marketing leaders, titled “Digital Leaders Use Customer Journey Maps to Guide Business Transformation” It draws on feedback from 255 CMOs surveyed in the 2015 Australian and New Zealand Digital marketer Study.

Just over half the marketing leaders said, “Our team promotes an understanding of the customer across the organization, helping to shape its entire approach to business transformation.” Six common themes stood out:

  1. Predict and embrace change

There’s no doubt that change is happening – fast and merciless – as we watch some brands like Uber and Amazon thrive while others like Blockbuster and Borders have collapsed. A common thread is the way these brands respond to changes in customer preferences – to what ‘the best customer experience’ looks like. Some embrace the new best, while others seem to keep doing what they’ve always done and stagnate themselves into irrelevance.

Businesses need a logical and intelligent way to understand and engage with their markets, to constantly figure out what they need to change and why.

Marketing can help to identify and respond to change by creating virtual world of customer types and the interactions they have with the business. This system, which is based on real-world customer behaviors, tells the business what ‘best’ means to any customer at any point. It’s based on customer journey maps populated with customer personas.

  1. Define your customers with personas

You can think of a persona as “a fictional individual that represents a group of people with similar needs and behaviors, and aims to bring this group to life.”

Consider, as an example, the imaginary persona of ‘Brian’. First you create a short story of his current situation based on the information you have, and then distill this into a fact-based profile that shows exactly what’s important to him. This is powerful stuff, and now marketing can creatively engage with Brian, and anyone in the business who has contact with him can help to deliver Brian’s own specific idea of ‘best customer experience.’

The information you use to build personas can come from a number of sources – perhaps it’s anecdotal, gleaned from people around the business who have contact with Brian. Or maybe it’s a set of facts taken from a survey that Brian completed.

Don’t despair if you think you don’t have the budget to create personas. You can start simply by creating ‘assumption personas’ based on whatever insight you can gather from around the business. You can hone these personas every time you come by qualitative insight from observation, direct contact or formal research.

Looking at customer data over time will allow you to make new judgements too, like “most people matching Brian’s profile tend to abandon a website if they can’t work out how to navigate it right away.”

  1. Use your persons to build a customer journey

Now you have a set of personas, it’s time to see how they interact with your business. Customer journey maps put the personas into real-world context by visually modelling the steps the customer follows as they find, buy, use or talk about what you’re selling.

By going alongside the customer as they take a journey through your business, you can see what’s important, when and why. You can identify points where the business isn’t providing exactly what the customer wants, or where things are inconsistent and confusing, and help those areas to make changes. By shaping the ‘best’ journey like this, you can guide the customer to their final destination and make the whole experience something that sets you apart.

You can engage user experience designers to create detailed customer journey maps for you, but if you don’t have budget to set aside you can start by sketching them out yourself. Try running workshops around the business with individuals and teams who have contact with customers who can give you relevant insight. You can improve and build on your maps with information you glean from your ongoing marketing activities.

Whichever way you choose to develop your maps, be sure to make them relevant and useable. Startlingly, a huge 45% of organizations surveyed said they do have customer journey maps but rarely use them.

So what makes a customer journey map useable? It should clearly highlight information that various parts of the business can use to shape the customer experience at their points of contact. You might want to list a clear set of steps and label which departments are responsible for the experience at each step.

There are a number of ways to visually present your customer journey maps, each with its own advantages and limitations. Whatever you choose, be sure that the people who need to use your maps understand their value and how to use them.

If you’re keeping your maps up to date, you’ll quickly see when customer preferences and behaviors are changing. And if the business is actively using your maps, it can quickly respond to this change. This is a key enabler for successful digital business transformation.

  1. Make personas and customer journeys work in the real world

Your personas and customer journey maps will most likely be created and updated with both qualitative and quantitative data captured from multiple sources. Bringing data together like this is easiest with a modern CRM software. A best-in-class CRM integrates with other systems and forms a unifying backbone for both sharing and gathering customer information across every part of the organization.

Once your personas and customer journey maps are created, people in direct contact with customers need to easily match customers to a persona, to see where they are in their journeys and act accordingly.

The key word here “easy.” For most businesses, their customers’ journeys are messy and complex. Maps make sense of them, and when they’re made available via the CRM throughout the business, orchestrating great customer journeys – and evolving with change – becomes much easier.

  1. Create a culture of customer experience

The point of having personas and customer journey maps is to support customer-centered decision-making across the business. Once you’ve created your personas and maps, and then made them accessible and easy to use, the next challenge is to motivate people to actually go ahead and use them.

When you work with colleagues to build your maps, you should explain what you’re doing and why. It’s vital to get the whole organization excited about understanding the customer, as well as changing as a business when customer preferences change.

Share the vision that everyone has a role to play in providing the best customer experience and thereby contributing directly to the success of the business. Creating and owning customer journeys together is a great way to get everyone behind this shared vision.

It’s important convey that personas and journey maps evolve over time, so everyone’s ongoing participation is crucial for them to be a powerful business transformation tool.

  1. Nurturing innovation

So back to the idea of business innovation; imagine if marketing can suggest innovations that will be guaranteed to deliver more value and better customer experiences than  ever before. By using a CRM to bring customer personas and journey maps alive across the business, marketing can offer exactly this.

Like with any business investment, you’ll need to demonstrate the value of CRM-enabled personas and journey maps. Once you’ve got these practices in place, you’ll be in a position to measure not just marketing performance but also the contribution of every area that touches the customer journey.

You’ll be able to demonstrate how changes based on customer insight are directly impacting customer satisfaction, performance and profitability.

Something so valuable to the business should be worth further investment so you can develop and deliver more, and keep marketing in the center of business transformation.

To find out what other marketing leaders are doing with customer journey mapping, and get some pointers on how to put it in place, get yourself a copy of the report.

Maybe this experience is familiar to you: You want to grow your business, but don’t have confidence in your growth machine. Your current sales organization performs adequately, but ramping up new reps is hit or miss, some are total flops.  It’s clear the growth formula just isn’t there. Making it harder, marketing keeps handing over leads that are barely qualified and rarely pan out.  And, the constant pressure to grow, grow, grow, is weighing on the team.  

How to solve this when you have too little consistency in how your sales reps engage with your prospects? And customer hand-offs from department to department also seem to be a constant challenge. After all the hard work of signing up a new customer, it frustrates your sales team to no end when new customers have less than an ideal experience with the rest of your company.

On top of all that, your budget is finite, and you aren’t exactly sure increasing your sales and marketing spend is the answer (yet) to dramatically increasing growth anyway.

If this sounds familiar, I have a suggestion that will help close more deals and keep more customers, all without blowing the budget…take a close look at your CRM implementation.

Here’s why: a new, fresh approach to your CRM can change the way your organization interacts with customers, qualifies leads, manages the sales cycle, and helps you differentiate yourself from the competition. In many cases, this self-analysis will lead you to evaluating a new CRM solution for your company.

It’s simple really: Legacy CRM is primarily all about reporting numbers to management with little, to no, focus on helping your people deliver an awesome customer experience. This is amazing to me given that, with a few exceptions, different companies in the same industry usually offer just a variation of the same services or products. And every one of those competitors are just a simple Google search away from each other.  How you win customers is now based on how you treat customers as much, or more than, as what you sell.

That means the need for an exceptional, and unique, customer experience is more critical than ever before.  Think about it, I’ve stayed in many business class hotels all over the world. There are some minor differences, but they all offer a comfy king-sized bed and a bathroom. The list goes on: airlines, rental cars, even Uber vs Lyft. How do you differentiate yourself when you offer similar goods or services as your direct competitors?

The answer is your customer experience. The companies that win in this era of empowered and intelligent customers win because they create better relationships with their customers. That makes sense, but a natural follow up question (and the key question to this whole blog post) is: How can you create a better customer experience when you are using the same, uninspired CRM system as your competitors?

Last month, at SugarCon 2016, we heard many great stories from SugarCRM customers who started out by looking for a different approach to CRM. We heard over and over again that they didn’t want to look like their competitors. They realized that they needed a different kind of CRM to build a different kind of customer experience.  These folks were all mavericks, disruptors, mobilizers of change. They were tired of adequate, average, and the status quo. They saw Sugar as a chance to find a better way. And, their research and investment paid off:

  • Jaime Morillo of Marathon Sports said his organization has seen a 225% increase in customer purchases during monthly promotions and increased customer retention from 47% to 57% since implementing Sugar
  • Naomi Ward of CitySprint in the UK talked about how Sugar is powering their logistics and delivery company’s fight against major disruption from the likes of Amazon and Uber, while driving sales growth.
  • Rober Amber of Unifin, a financial services company in Mexico, said his organization was able to reduce credit application processing time by 60% and grow sales revenue by 300%

These organizations, and many others, understood they had options when it came to CRM. They felt playing it safe was not really all that safe. They realized a modern CRM could help them sell more, increase revenue and build their brand without having to increase budgets.

I challenge you, don’t be a follower. Separate yourself from the CRM pack. If you follow your competition’s tools, you’ll follow everything else.

Besides, the view from the front is much better.

(Editor’s note: this post was originally published on CMSWire.com)

Have you been Ubered? Has technology reshuffled the deck in your industry? Are you about to become obsolete as some new (or renewed) competitor steals all of your hard-won, seemingly loyal customers?

Digital disruption is the new buzzword in the business transformation consulting circles, and for good reason. We are watching business model after business model being disrupted by ridiculously fast evolution in mobile tech, new marketplaces are popping up all over the place and faster and faster communication keeps connecting buyers and sellers in new ways. Technology has truly punched the accelerator on business digital transformation in industry after industry.

But what’s the one immutable fact through all of this? Customers are king. Today’s customer expects immediate answers and instant gratification. You may have a fantastic product or service, but if you don’t put an outstanding customer experience at the center of all your business planning, you will lose. This means the most impactful digital transformation strategy for your business must be around transforming your customers’ experience with your company. In short: Make it easy. Make it awesome.

That’s where modern CRM comes in. With a thoughtful investment in CRM technology, you can impress your customers by putting all the answers and insights they could ever need, right at their fingertips. Regardless of the channel, from classic retail (like your nearest mall) to modern mobile marketplaces (like Uber), CRM technology puts immediate, relevant answers in front of your customer. Sounds like lots of moving parts though, right?

Taking a step back for a moment, it is worth reflecting upon the fantastic evolution that CRM technology has gone through. Thirty years ago, Customer Relationship Management software meant call center software for tracking trouble tickets. With the advent of laptops in the early 90’s, sales force automation became the hot new CRM topic for helping companies accurately forecast their sales pipelines. And then in the late 90’s, outbound emailing became Marketing Automation software. But what truly transformed the CRM software industry was when companies stopped looking to CRM software just as a way to gain efficiencies from their employees. Instead, when companies began looking to CRM software to orchestrate a set of interactions between the company and their customers, that’s when CRM transformed from a cost reduction investment to a growth acceleration investment.

However, many organizations are often stuck in their old habits, using their legacy CRM technology to support separate, siloed business functions. By looking forward, the opportunity exists to use modern CRM as the backbone of a digital, customer-first strategy. Here are your four steps to CRM transformation:

  1. Transform Initiatives – Align your business initiatives with customer needs. If a customer-first strategy is at the center of your business, it makes sense, then, that your CRM must follow suit. An organization evolving to meet the new demands of the customer — in fact, building infrastructure around the sole purpose of serving them — recognizes the customer’s power, and will ultimately succeed.
  1. Transform Individuals – Empower individual employees. Your CRM platform must be designed with the individual employee and the customer in mind. As CRM has evolved to meet customer demands, organizations must remember that helping their own people get their job done is equally important. The right CRM helps salespeople sell and helps customer service agents deliver an extraordinary customer experience by providing the right information to the right person at the right time — even before they ask.
  1. Transform Interactions – Orchestrate customer interactions across the customer journey. Doing so brings a customer focus to everything and orchestrates consistent and informed interactions throughout the entire customer journey and at each human and digital touch point across departments, processes and systems.
  1. Transform Information – Deliver insight with a single view of customer information. Today’s customer is more informed, thanks to smart phones, social media and the rise of the digital economy. A Modern CRM gathers and organizes information about the customer across all internal and external data sources.

If a customer-first strategy is at the center of your business, congratulations. You’re squarely on your way to fostering a customer-first strategy. Your next goal should be to ensure your CRM supports this strategy and positions you to win in this era of digital transformation.

 

If you’re like us, you’ve spent the last several hours digesting the UK’s Brexit Leave vote. While we recognize this is an economic and political story before a tech story, here’s our take on what the vote means.

A UK exit from the EU impacts not just physical borders, but digital borders as well. Data sovereignty, the concept that data is subject to the laws of the country in which it is located, will likely require companies to change systems and processes for managing customer data.

Why? The UK is part of the EU data regime. The vote to leave the EU could create a new UK data regime where companies need to manage CRM system data crossing the new digital border between the UK and the rest of the world. Storing EU customer data in the UK will no longer satisfy EU data laws. Likewise, UK customer data stored in EU countries will have had to comply with separate UK data laws. Changing processes and systems to comply with the new legal landscape around customer data takes both time and money.

How can business protect themselves against the likely forthcoming changes in tech policy? For one, it’s vital to have flexibility in cloud options and can adapt solutions to suit the particular needs of their customers and comply with data sovereignty laws. Modern SaaS companies leverage multiple infrastructure service providers in different countries so that customer data can reside wherever legal requirements force a business to store that data. In contrast, legacy SaaS providers operate a single, vendor-specific cloud putting all of their customers’ data at risk under the umbrella of that vendor. In this next generation of SaaS, technology companies operate both their own cloud and also enable other service providers to deliver that SaaS service on their clouds, either private or public. For example, with SugarCRM, businesses have a CRM system that is ready for a world with multiple clouds and many data sovereignty regimes.

Looking further ahead, the issue of data residency is not exclusive to the EU, but is part of a global trend with similar discussions currently taking place in countries like Russia and Canada. I see this trend continuing with more and more countries moving towards security and privacy laws that require their data to be kept within national boundaries.

The recent battles between the EU and US over the “safe-harbour” legislation are an example of what a thorny issue cloud-based data storage continues to be. The problem is that there’s a fundamental contradiction between the cloud and national borders; information has no respect for lines on a map and tech companies thrive when their solutions are systems that have maximum flexibility. The more legislation that occurs, and I think that this is inevitable post Brexit, the bigger the headache for SaaS companies as they are forced to navigate different legalities in different markets.

I am certain that this debate, this tension between data storage and national security interests, will continue for many more years to come.

No, I’m not going Dear Abby on you, I’m talking about your relationship with your CRM provider.

Sometimes you just don’t know what you’re in for. Everything starts fine, the whole thing seems like a promising partnership between vendor and customer. But, the more you get to know someone, the more you start to realize there are some flaws you just can’t stand – like an ambiguous pricing model.

If you are considering a new CRM relationship with Salesforce, you should be aware of a few things. Salesforce pricing includes upcharges for system usage, which are often very hard to calculate and budget. Just as companies start to realize the business benefits of the CRM system, the costs start to grow exponentially. Upcharges include API calls, which equate to connections to other data sources. Storage-based fees can balloon when storing large files such as PDFs or presentation slide decks in the system. In addition, complete mobile access for some versions can cost as much as $50 additional per user, per month. Also, building custom mobile applications on the Salesforce CRM platform can cost an additional $300 per application per month.

It helps to understand Salesforce business model. They talk about “the age of the customer” and how they want to help you build close customer relationships. That’s great, but what they also want to do is lock you into their proprietary cloud environment and charge you every time you want to access your customer data. Think about that, it is like being charged a toll every time you park your car in your own garage.

A recent Forrester survey revealed that 52% of the respondents picked “high cost of ownership over time” as the one thing they most dislike about Salesforce’s Sales Cloud, followed by “rigid and inflexible pricing model” at 42% of total. As a result, 43% of the respondents said they will “renegotiate our contract with Salesforce when it comes up for renewal,”

Good luck with that one.

Breaking up is hard to do, the best approach is to avoid a dysfunctional CRM relationship in the first place and choose a better partner from the outset.

SugarCRM believes strongly in simple, predictable pricing with no hidden fees or forced upgrades. Unlike Salesforce, SugarCRM includes sales, service and other core CRM capabilities for one price with absolutely no hidden fees. SugarCRM’s sticker price is much lower than Salesforce for similar editions, but that really only tells part of the story.  SugarCRM aims to limit the “hidden fees” that Salesforce is known for.  SugarCRM does not charge exorbitant premiums for object storage nor does SugarCRM force users to upgrade to more expensive editions when the user hits arbitrary customization or API limits.

These are some critical elements to consider when entering into a new CRM relationship. Buyer beware!

For more information about hidden CRM costs, check out our pricing comparison guide.