Closing the Loop: Sales & Service Joining Forces

Closing the Loop:
Sales and Service
Joining Forces

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Everyone is
on mute
Questions are
welcome
Recording
available
2 © 2021 SugarCRM Inc. All rights reserved.
Before We Start

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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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• 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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Sales and Service ROI
What is the ROI from aligning the
sales and service experience?
6

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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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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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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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Top 5 Challenges to Align
Sales and Service Teams
10

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• 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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• 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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• 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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• 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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• 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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Sales and Service
Best Practices for
Departmental Alignment
16

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• 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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#1: Build a Customer Journey Map
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• 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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#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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#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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• 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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#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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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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The Combined Power of
Sales and Service Software
24

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Seamless Sales and Service Software
25

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• Service teams have a clear view
of support cases
• Salespeople can find
opportunities
No Blind Spots
26

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• Present data in context
• Streamline handoffs
• Automate routine processes
No Busy Work
27

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• 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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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

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WHO IS IT FOR?
For Sugar End-Users,
Sugar Admins &
Sugar Champions
GET STARTED
sugarclub.
sugarcrm.com
Join the Community
30

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Q&A
31

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Thank You!
32

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sugarcrm.com
33

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Closing the Loop: Sales & Service Joining Forces

Closing the Loop: Sales & Service Joining Forces

SugarCRM
PRO

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Closing the Loop: Sales & Service Joining Forces

Closing the Loop: Sales & Service Joining Forces

SugarCRM PRO

More Decks by SugarCRM

Other Decks in Technology

Featured

Transcript

SugarCRM
PRO