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Closing the Loop: Sales & Service Joining Forces

Closing the Loop: Sales & Service Joining Forces

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.

SugarCRM

July 27, 2021
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  1. Closing the Loop:
    Sales and Service
    Joining Forces

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

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  3. © 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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  4. © 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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  5. © 2021 SugarCRM Inc. All rights reserved.
    Sales and Service ROI
    What is the ROI from aligning the
    sales and service experience?
    6

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  6. © 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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  7. © 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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  8. © 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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  9. © 2021 SugarCRM Inc. All rights reserved.
    Top 5 Challenges to Align
    Sales and Service Teams
    10

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  10. © 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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  11. © 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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  12. © 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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  13. © 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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  14. © 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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  15. © 2021 SugarCRM Inc. All rights reserved.
    Sales and Service
    Best Practices for
    Departmental Alignment
    16

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  16. © 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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  17. © 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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  18. © 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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  19. © 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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  20. © 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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  21. © 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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  22. © 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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  23. © 2021 SugarCRM Inc. All rights reserved.
    The Combined Power of
    Sales and Service Software
    24

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  24. © 2021 SugarCRM Inc. All rights reserved.
    Seamless Sales and Service Software
    25

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  25. © 2021 SugarCRM Inc. All rights reserved.
    • Service teams have a clear view
    of support cases
    • Salespeople can find
    opportunities
    No Blind Spots
    26

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  26. © 2021 SugarCRM Inc. All rights reserved.
    • Present data in context
    • Streamline handoffs
    • Automate routine processes
    No Busy Work
    27

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  27. © 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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  28. © 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

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  29. © 2021 SugarCRM Inc. All rights reserved.
    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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  30. © 2021 SugarCRM Inc. All rights reserved.
    Q&A
    31

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  31. © 2021 SugarCRM Inc. All rights reserved.
    Thank You!
    32

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  32. © 2021 SugarCRM Inc. All rights reserved.
    sugarcrm.com
    33

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