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SugarCRM Sweetens Customer Engagement
Call Center Software Featured Articles
April 21, 2015


SugarCRM Sweetens Customer Engagement


By Stefania Viscusi
Assignment Desk Editor

The battle to win and keep customers is a seemingly on-going one clouded with various tactics that  promise to have the answer. For businesses that just want to succeed in the cut throat market, the answers might actually lay in putting themselves in their customer’s shoes.


This idea of taking the customers journey through their view point – from discovering an offering to seeing what the experience was like in total – may just be the answer to success they needed all along.

During a recent SugarCRM (News - Alert) sponsored webinar titled, “Transform Your Business By Creating an Actionable Customer Journey Map,” independent Business Advisor, author and thought-leader Phil Winters discussed  changing the orientation of a businesses outlook and instead looking  at things from the customer point of view. In other words, no longer targeting customers – but using Customer Journey Mapping instead.

To take the guesswork out of this for users, SugarCRM announced today at its annual user conference SugarCon, that it’s fusing together Customer Journey Mapping with CRM. The hope is that companies will be able to better connect with customer’s i2i (individual to individual) and finally close the gap between understanding customers and making the relationships with them extraordinary.

The idea is businesses can realize success once they start to take a view from the customer perspective and create a map of the voyage from awareness and consideration, to purchase, satisfaction, retention, and advocacy. 

Along with this latest move, the company has also introduced Sugar 7.6, available next month, which includes new functionalities for better mobile experiences, advanced workflow and better overall usability for customer facing employees.

To help specifically with the customer journey, the Sugar UX intelligence panel also has a new Customer Journey chart that displays a customer’s progress as they make their way through the decision stages. In addition, there is a list of tasks to help guide customers through those stages so users have the right information and tools at the right time - ensuring a successful customer journey occurs.

"What matters most is customer engagement. A solid CRM platform needs to function as the engine that drives and orchestrates that engagement. Our long, growing list of marquee customers is clear evidence that we're driving a revolution in what businesses expect from CRM,” said SugarCRM CEO Larry Augustin.  

Phil Winters is also at SugarCon offering his insight and tips for identifying key points of engagement and learning how to build an actionable journey map.




Edited by Dominick Sorrentino

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