We would like to help you align your sales and service teams to prevent disasters for your brand, and focus on building solid communication channels, robust hand-off processes with technology that makes the hard things easier.
Closing the Loop:Sales and ServiceJoining Forces
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Everyone ison muteQuestions arewelcomeRecordingavailable2 © 2021 SugarCRM Inc. All rights reserved.Before We Start
© 2021 SugarCRM Inc. All rights reserved.Presenters3MARIO DEL CIDCustomer Success DirectorSugarCRMmdelcid@sugarcrm.comROY GRUBBSCustomer Success ManagerSugarCRMroy.grubbs@sugarcrm.comCHARLES HICKSGM, Sugar ServeSugarCRMchicks@sugarcrm.comSARAH FRIEDLANDER G.Director, Content & CreativeSugarCRMsarah.friedlander@sugarcrm.com
© 2021 SugarCRM Inc. All rights reserved.• What is the ROI from aligning the salesand service experience?• The top 5 most encountered challengeswhen aligning sales and service teams• Best practices to align both departments• The combined power of Sales andService softwareAgenda
© 2021 SugarCRM Inc. All rights reserved.Sales and Service ROIWhat is the ROI from aligning thesales and service experience?6
© 2021 SugarCRM Inc. All rights reserved.Companies who have best in class CXoutperform companies that don’t7of sales professionals agree aconsolidated view of customerinformation to deliver an optimalcustomer experience.180%Customers that have best inclass CX are 80% more likely toretain customers.274%1. Source: SugarCRM 2021 CRM and Sales Impact Report2. Source: CX: Increase customer loyalty and retention with smart CX strategy
© 2021 SugarCRM Inc. All rights reserved.CX Creates Loyal Customers,Faster Growth and Stronger Retention8Top Drivers forCustomers ExperienceTransformation31%Improvedexperience29%Customergrowth29%CustomerretentionSource: Building an Actionable Understanding of your Customer, IDC Research Report, June 2020
© 2021 SugarCRM Inc. All rights reserved.Common IssuesBetween Sales & Service9Handoff Points• Ask this:When a prospect is readyto sign-up, how are theyonboarded?• Instead of:What is your sales cycle?Closing the Loop• Ask this:How are your customersnotified about product orservice updates?• Instead of:How does your marketingteam run a campaign?Staying Connected• Ask this:What happens when acustomer needs technicalsupport during a trialprocess?• Instead of:What do you use toservice your customers?
© 2021 SugarCRM Inc. All rights reserved.Top 5 Challenges to AlignSales and Service Teams10
© 2021 SugarCRM Inc. All rights reserved.• Manual or poorly-designed processesfor handoffs, leading tomiscommunication and unresolvedcases• You have properly designedprocesses, but the user adoption isminimal• Your employees have no way ofcommunicating feedback#1: Poorly Orchestrated Organizational HandoffsSolution11SugarBPM enables you to automate your handoff workflows.Effortlessly map out your customer journey, from the very firstinteraction, with the Customer Journey Plug-In.Problem
© 2021 SugarCRM Inc. All rights reserved.• Chat/SMS and self-service are takingover phone and email support, andB2Bs are struggling to catch up• Separate communication channelsand platforms, leading to siloedconversations, team misalignment,and frustrated customers• There is no clear process for closingthe loop with customers reportingerrors#2: Disjointed Customer CommunicationSugarLive enables Sell and Serve users to interact withcustomers in real-time via voice and chat messaging.Solution12Problem
© 2021 SugarCRM Inc. All rights reserved.• Your sales teams uses a traditionalCRM, while the service team has aseparate customer support platform• Your sales and service teams do nothave a single view of the customer• Your processes do not have a singlelocation to identify customers at risk• Sales and service don’t have a unifiedcustomer view and have no way ofseeing the customer’s history#3: Silos within Departments, Processes & PeopleSell and Serve are hosted on the same Sugar platform,ensuring tight collaboration and processes between yoursales and service teams.Solution13Problem
© 2021 SugarCRM Inc. All rights reserved.• Sales and service teams track theirperformance and goals inspreadsheets or siloed software• You have departmental KPIs that youare struggling to manage, in additionto CX KPIs• How do you create programs thatdrive improvements of both yourdepartmental and CX KPIs?#4: Disconnected Goals & KPIsPowerful Case Tracking & DashboardsIdentify problem areas long before they become full-blown issueswith powerful case tracking and dashboards. Quickly uncover whichtypes of support cases require the most attention and gain valuableinsight into trends and time-to-response.Solution14Problem
© 2021 SugarCRM Inc. All rights reserved.• Sales and service teams have data inmany different systems, but no way ofbringing all of it in one place• Integration costs increase with thenumber of systems that you integrate to• You must rely on the IT department tobuild new integrations#5: Unsupported TechnologySugar Integrate helps you plug any siloed data by integratingyour existing software with Sell and Serve.Solution15Problem
© 2021 SugarCRM Inc. All rights reserved.Sales and ServiceBest Practices forDepartmental Alignment16
© 2021 SugarCRM Inc. All rights reserved.• Do you have tactics for identifying and rescuing at-riskcustomers?• Can you leverage the relationships your customers have forcross-selling?• Are account managers notified when a customer submits a highpriority issue or has a past due bill?• What happens after a prospect becomes a customer? Whathappens when a prospect has a support issue?• Is the support team able to pass leads to sales? Can supportcases be routed differently based on active opportunities oraccount status?• How can sales and service work together to minimize churn /unhappy customers?• Are there administrative tasks for sales that can be automated orstreamlined with self-service?Sales & Service Key Alignment17
© 2021 SugarCRM Inc. All rights reserved.#1: Build a Customer Journey Map18• Each department needs to understandtheir role of the customer experience• Building a journey map will exposegaps in the customer experience andallow you to improve upon them• A customer journey map serves as atraining aide for new employees andfor better understanding of how theyimpact CXBest Practice
© 2021 SugarCRM Inc. All rights reserved.#2: Align Departmental and CX KPIs19• Understand which KPIs have thebiggest impact on customerexperience in your business• Designate owner(s) of customerexperience KPIs in your organization• Ensure that improvement initiatives aretied back to the CX KPIs• Use referral metrics to measure yourcustomer experience and brand loyaltyBest Practice
© 2021 SugarCRM Inc. All rights reserved.#3: Design Seamless Handoffs20Call LoggedCase CreatedRepair ScheduledAgent makes notesalongside recordingOk, Let me transferyou to an agent whocan help.Personalized GreetingPhone number matchedagainst contact on SugarHello, Jennifer.How can I assistyou today?Jennifer, We havetechnicians availabletoday, what time worksfor you?IncomingCustomerCall / ChatMy DNASequencer isbroken.Dynamic RoutingAgent selected based onintent, skills, account levelor escalation status.Agent DesktopManage current call or chat. Viewcustomer and case history.Access KB, entitlements, reportsand tools.Sentiment and CoachingUnderstand the impact and trends ofcustomer conversations. Identify crucialfeedback and coaching opportunities.
© 2021 SugarCRM Inc. All rights reserved.• Create a standard set of customer-centric processes that both sales andservice understand• Make sure both departments cananswer the following questions:• How has the customer experience beenso far?• Is this customer at risk?• Are there any upsell or cross-sellopportunities?• Is this customer representative of abroader trend?#4: Create a Complete View of the CustomerBest Practice21
© 2021 SugarCRM Inc. All rights reserved.#5: One Common Customer Data Platform22• Aggregating data in the CRM allows youto offset data warehouse expenses andfocus on AI-driven insights• Automate the busy work of data entryfor employees• Lead, account or opportunity scoringmetrics• Centralizing all interactions allows youto adopt a conversational view of thecustomerBest Practice
© 2021 SugarCRM Inc. All rights reserved.23Best Practice• React to the customer experience to preserve and/orexpand revenue• The quality of your customer service leads to newopportunities 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
© 2021 SugarCRM Inc. All rights reserved.The Combined Power ofSales and Service Software24
© 2021 SugarCRM Inc. All rights reserved.Seamless Sales and Service Software25
© 2021 SugarCRM Inc. All rights reserved.• Service teams have a clear viewof support cases• Salespeople can findopportunitiesNo Blind Spots26
© 2021 SugarCRM Inc. All rights reserved.• Present data in context• Streamline handoffs• Automate routine processesNo Busy Work27
© 2021 SugarCRM Inc. All rights reserved.• Route cases automatically to theperson who can solve them quickly• Immediately pass leads from serviceto sales• Leverage a single knowledge baseacross sales and service teamsNo Roadblocks28
© 2021 SugarCRM Inc. All rights reserved.BENEFITS- Get CX Score- Identify Gaps inyour CX ProcessGET STARTEDsugarcrm.com/hd-cx/assessment/Take the next step with ourCustomer Experience Assessment29
© 2021 SugarCRM Inc. All rights reserved.WHO IS IT FOR?For Sugar End-Users,Sugar Admins &Sugar ChampionsGET STARTEDsugarclub.sugarcrm.comJoin the Community30
© 2021 SugarCRM Inc. All rights reserved.Q&A31
© 2021 SugarCRM Inc. All rights reserved.Thank You!32
© 2021 SugarCRM Inc. All rights reserved.sugarcrm.com33