Is Your CRM 360-Degree View Costing You Revenue?

The promise of a complete customer view sounds attractive with improved understanding, higher quality engagement, and increased sales. But is the reality living up to the promise, and is your CRM actually costing your business revenue? During this session, we discussed how to get an accurate customer picture and access the data you need, at the right time, in the right context.

Transcript

1. Is Your CRM 360- Degree View Costing You Revenue?
2. © 2021 SugarCRM Inc. All rights reserved. Presenters 2 SARITA KINCAID Sr. Director, Analyst Relations SugarCRM sarita.kincaid @sugarcrm.com DAVID CAMPBELL VP, Product Marketing SugarCRM dcampbell @sugarcrm.com NICOLE FRANCE VP & Principal Analyst Constellation Research nicole @constellationr.com SARAH FRIEDLANDER G. Director, Content Marketing SugarCRM sarah.friedlander @sugarcrm.com
3. © 2021 SugarCRM Inc. All rights reserved. Poll Question #1 How confident are you that your CRM has a 360-degree view? 3
4. © 2021 SugarCRM Inc. All rights reserved. How confident are you that your CRM has a 360-degree view? • Yes, we’ve got it nailed! • No, we’re trying but haven’t managed it yet. • We’re not even sure what this looks like. 4
5. © 2021 SugarCRM Inc. All rights reserved. • How the Quest for a 360-degree View Can Actually Be an Inhibitor to Success • 360-degree vs Holistic View • The Role of Context in the Customer View • Leveraging Artificial Intelligence (AI) to Improve Data Quality • Setting Up Your Company for CX Success • Open Q&A Agenda 5
6. © 2021 SugarCRM Inc. All rights reserved. How the Quest for a 360-View Can Actually Be An Inhibitor to Success 6
7. © 2021 SugarCRM Inc. All rights reserved. Source: SugarCRM 2021 CRM and Sales Impact Report The State of CRM: Lost Revenue 7 Percentage who agree: “Failings of my organization’s CRM system are costing my organization lost revenue.”
8. © 2021 SugarCRM Inc. All rights reserved. Source: SugarCRM 2021 CRM and Sales Impact Report The State of CRM: Yearly Cost of Churn to Mid-Market Companies 8
9. © 2021 SugarCRM Inc. All rights reserved. Source: SugarCRM 2021 CRM and Sales Impact Report The State of CRM: Customer Data is Incomplete, Out of Date, or Inaccurate 9
10. © 2021 SugarCRM Inc. All rights reserved. 360-Degree vs Holistic View 11
11. © 2021 SugarCRM Inc. All rights reserved. Let’s Talk About Rainbows © 2010-2021 Constellation Research, Inc. All rights reserved. 12 Image Source: Shutterstock, Aluca69
12. © 2021 SugarCRM Inc. All rights reserved. Image: NASA 13 © 2010-2021 Constellation Research, Inc. All rights reserved. 13 Image Source: NASA Research
13. © 2021 SugarCRM Inc. All rights reserved. The Role of Context in the Customer View 14
14. © 2010-2020 Constellation Research, Inc. All rights reserved. Anybody know what this is? © 2010-2019 Constellation Research, Inc. All rights reserved. What is this? © 2010-2021 Constellation Research, Inc. All rights reserved. 15
15. © 2010-2020 Constellation Research, Inc. All rights reserved. © 2010-2021 Constellation Research, Inc. All rights reserved. 16 Image Source: Grace Manufacturing/Microplane
16. © 2021 SugarCRM Inc. All rights reserved. What is Context? 17 Role Sales Rep CSR Marketer Finance Activity Forecasting Case Resolution Demand Gen Compliance View Funnel Case Segment Strategy
17. © 2021 SugarCRM Inc. All rights reserved. Presenting CRM data in contextual-based views can be accomplished through: Enhancing Contextual Data 18 Role/Team - Specific Apps/Views Automated Workflows Data Filters Data Charts
18. © 2021 SugarCRM Inc. All rights reserved. Source: Constellation Research Workplaces that Span Processes Provide Context 19 © 2010-2021 Constellation Research, Inc. All rights reserved.
19. © 2021 SugarCRM Inc. All rights reserved. Poll Question #2 Do you look to AI as a useful tool? 20
20. © 2021 SugarCRM Inc. All rights reserved. Do you look to AI as a useful tool? • Yes, we are already seeing value from it. • Yes, but not exactly sure how or where. • Now, I think it’s all hype. • Maybe, but I’m not sure I understand it. 21
21. © 2021 SugarCRM Inc. All rights reserved. Leveraging Artificial Intelligence (AI) to Improve Data Quality 22
22. © 2021 SugarCRM Inc. All rights reserved. Source: SugarCRM 2021 CRM and Sales Impact Report 88% of Sales Leaders Expect to Increase the Use of AI 23
23. © 2021 SugarCRM Inc. All rights reserved. • Social Listening • Customer Segmentation • Signal Analysis • SEO and Ad Placement • Content Personalization • Lead Scoring AI and ML Capabilities Infuse Marketing, Sales and Support 24 © 2010-2021 Constellation Research, Inc. All rights reserved. Marketing • Email Data Capture • Data Cleansing & Quality Control • Activity Prioritization • Activity & Call Evaluation • Opportunity Analysis & Scoring • Pipeline Analysis & Prediction Sales • Advanced Search • Self-Service Suggestions • Call/Ticket Routing • Response Suggestions • Intent Analysis Service 24
24. © 2021 SugarCRM Inc. All rights reserved. Setting Up Your Company for CX Success 26
25. The past year has forced companies to seek other opportunities and question some of the assumptions we might not have even known we had. 27 © 2021 SugarCRM Inc. All rights reserved. Flexibility & Adaptability Drive Success
26. © 2021 SugarCRM Inc. All rights reserved. Q&A 28
27. © 2021 SugarCRM Inc. All rights reserved. Constellation Research is a technology research and advisory firm based in Silicon Valley. • Deliver strategic guidance to companies seeking to transform their businesses through the early adoption of exponential technologies. • Analysts draw on their experience as practitioners to deliver pragmatic advice to CXOs leading business transformation within their organizations. • Mission is to conduct research on exponential technologies, identify and validate trends, and empower their clients to succeed in the digital economy. • Clients include boards of directors, C-suite executives, line-of-business leaders, and IT visionaries. Constellation Research 29
28. © 2021 SugarCRM Inc. All rights reserved. Thank you! 30
29. © 2021 SugarCRM Inc. All rights reserved. sugarcrm.com 31