Closing the Loop: Sales & Service Joining Forces

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Closing the Loop: Sales and Service Joining Forces

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© 2021 SugarCRM Inc. All rights reserved. Presenters 3 MARIO DEL CID Customer Success Director SugarCRM mdelcid @sugarcrm.com ROY GRUBBS Customer Success Manager SugarCRM roy.grubbs @sugarcrm.com CHARLES HICKS GM, Sugar Serve SugarCRM chicks @sugarcrm.com SARAH FRIEDLANDER G. Director, Content & Creative SugarCRM sarah.friedlander @sugarcrm.com

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© 2021 SugarCRM Inc. All rights reserved. • What is the ROI from aligning the sales and service experience? • The top 5 most encountered challenges when aligning sales and service teams • Best practices to align both departments • The combined power of Sales and Service software Agenda

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© 2021 SugarCRM Inc. All rights reserved. Companies who have best in class CX outperform companies that don’t 7 of sales professionals agree a consolidated view of customer information to deliver an optimal customer experience.1 80% Customers that have best in class CX are 80% more likely to retain customers.2 74% 1. Source: SugarCRM 2021 CRM and Sales Impact Report 2. Source: CX: Increase customer loyalty and retention with smart CX strategy

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© 2021 SugarCRM Inc. All rights reserved. CX Creates Loyal Customers, Faster Growth and Stronger Retention 8 Top Drivers for Customers Experience Transformation 31% Improved experience 29% Customer growth 29% Customer retention Source: Building an Actionable Understanding of your Customer, IDC Research Report, June 2020

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© 2021 SugarCRM Inc. All rights reserved. Common Issues Between Sales & Service 9 Handoff Points • Ask this: When a prospect is ready to sign-up, how are they onboarded? • Instead of: What is your sales cycle? Closing the Loop • Ask this: How are your customers notified about product or service updates? • Instead of: How does your marketing team run a campaign? Staying Connected • Ask this: What happens when a customer needs technical support during a trial process? • Instead of: What do you use to service your customers?

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© 2021 SugarCRM Inc. All rights reserved. • Manual or poorly-designed processes for handoffs, leading to miscommunication and unresolved cases • You have properly designed processes, but the user adoption is minimal • Your employees have no way of communicating feedback #1: Poorly Orchestrated Organizational Handoffs Solution 11 SugarBPM enables you to automate your handoff workflows. Effortlessly map out your customer journey, from the very first interaction, with the Customer Journey Plug-In. Problem

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© 2021 SugarCRM Inc. All rights reserved. • Chat/SMS and self-service are taking over phone and email support, and B2Bs are struggling to catch up • Separate communication channels and platforms, leading to siloed conversations, team misalignment, and frustrated customers • There is no clear process for closing the loop with customers reporting errors #2: Disjointed Customer Communication SugarLive enables Sell and Serve users to interact with customers in real-time via voice and chat messaging. Solution 12 Problem

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© 2021 SugarCRM Inc. All rights reserved. • Your sales teams uses a traditional CRM, while the service team has a separate customer support platform • Your sales and service teams do not have a single view of the customer • Your processes do not have a single location to identify customers at risk • Sales and service don’t have a unified customer view and have no way of seeing the customer’s history #3: Silos within Departments, Processes & People Sell and Serve are hosted on the same Sugar platform, ensuring tight collaboration and processes between your sales and service teams. Solution 13 Problem

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© 2021 SugarCRM Inc. All rights reserved. • Sales and service teams track their performance and goals in spreadsheets or siloed software • You have departmental KPIs that you are struggling to manage, in addition to CX KPIs • How do you create programs that drive improvements of both your departmental and CX KPIs? #4: Disconnected Goals & KPIs Powerful Case Tracking & Dashboards Identify problem areas long before they become full-blown issues with powerful case tracking and dashboards. Quickly uncover which types of support cases require the most attention and gain valuable insight into trends and time-to-response. Solution 14 Problem

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© 2021 SugarCRM Inc. All rights reserved. • Sales and service teams have data in many different systems, but no way of bringing all of it in one place • Integration costs increase with the number of systems that you integrate to • You must rely on the IT department to build new integrations #5: Unsupported Technology Sugar Integrate helps you plug any siloed data by integrating your existing software with Sell and Serve. Solution 15 Problem

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© 2021 SugarCRM Inc. All rights reserved. • Do you have tactics for identifying and rescuing at-risk customers? • Can you leverage the relationships your customers have for cross-selling? • Are account managers notified when a customer submits a high priority issue or has a past due bill? • What happens after a prospect becomes a customer? What happens when a prospect has a support issue? • Is the support team able to pass leads to sales? Can support cases be routed differently based on active opportunities or account status? • How can sales and service work together to minimize churn / unhappy customers? • Are there administrative tasks for sales that can be automated or streamlined with self-service? Sales & Service Key Alignment 17

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© 2021 SugarCRM Inc. All rights reserved. #1: Build a Customer Journey Map 18 • Each department needs to understand their role of the customer experience • Building a journey map will expose gaps in the customer experience and allow you to improve upon them • A customer journey map serves as a training aide for new employees and for better understanding of how they impact CX Best Practice

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© 2021 SugarCRM Inc. All rights reserved. #2: Align Departmental and CX KPIs 19 • Understand which KPIs have the biggest impact on customer experience in your business • Designate owner(s) of customer experience KPIs in your organization • Ensure that improvement initiatives are tied back to the CX KPIs • Use referral metrics to measure your customer experience and brand loyalty Best Practice

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© 2021 SugarCRM Inc. All rights reserved. #3: Design Seamless Handoffs 20 Call Logged Case Created Repair Scheduled Agent makes notes alongside recording Ok, Let me transfer you to an agent who can help. Personalized Greeting Phone number matched against contact on Sugar Hello, Jennifer. How can I assist you today? Jennifer, We have technicians available today, what time works for you? Incoming Customer Call / Chat My DNA Sequencer is broken. Dynamic Routing Agent selected based on intent, skills, account level or escalation status. Agent Desktop Manage current call or chat. View customer and case history. Access KB, entitlements, reports and tools. Sentiment and Coaching Understand the impact and trends of customer conversations. Identify crucial feedback and coaching opportunities.

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© 2021 SugarCRM Inc. All rights reserved. • Create a standard set of customer- centric processes that both sales and service understand • Make sure both departments can answer the following questions: • How has the customer experience been so far? • Is this customer at risk? • Are there any upsell or cross-sell opportunities? • Is this customer representative of a broader trend? #4: Create a Complete View of the Customer Best Practice 21

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© 2021 SugarCRM Inc. All rights reserved. #5: One Common Customer Data Platform 22 • Aggregating data in the CRM allows you to offset data warehouse expenses and focus on AI-driven insights • Automate the busy work of data entry for employees • Lead, account or opportunity scoring metrics • Centralizing all interactions allows you to adopt a conversational view of the customer Best Practice

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© 2021 SugarCRM Inc. All rights reserved. 23 Best Practice • React to the customer experience to preserve and/or expand revenue • The quality of your customer service leads to new opportunities for your customer success managers • Link field service opportunities to additional revenue • Leverage your customer service team to built loyalty #6: Turn Great Customer Service into Revenue

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© 2021 SugarCRM Inc. All rights reserved. • Route cases automatically to the person who can solve them quickly • Immediately pass leads from service to sales • Leverage a single knowledge base across sales and service teams No Roadblocks 28

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© 2021 SugarCRM Inc. All rights reserved. BENEFITS - Get CX Score - Identify Gaps in your CX Process GET STARTED sugarcrm.com/ hd-cx/assessment/ Take the next step with our Customer Experience Assessment 29