The Great Customer Resignation: 7 Ways to Prevent Churn

There is a path forward for companies to deliver high-definition customer experiences (HD-CX): Eliminating the roadblocks included with traditional CRMs, removing the busy work that technology should do, and getting rid of blind spots created by siloed data across customer-facing teams.

In this webinar with Liz Miller, VP & Principal Analyst, Constellation Research and Clare Dorrian, CMO, SugarCRM, we highlighted:

- Why customer experience is the ultimate measure of churn
- How aligning marketing, sales, and service teams can improve customer satisfaction
- How technology and AI are changing the game as customers are changing the rules of engagement

Transcript

1. The Great Customer
   Resignation: 7 Ways to
   Prevent Churn
   

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2. © 2022 SugarCRM Inc. All rights reserved.
   2
   Everyone is
   on mute
   Questions
   are welcome
   Recording
   available
   Before We Start
   

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3. © 2022 SugarCRM Inc. All rights reserved.
   Sarah Friedlander G.
   Director, Content & Creative
   SugarCRM
   sarah.friedlander@sugarcrm.com
   Presenters
   Clare Dorrian
   CMO
   SugarCRM
   clare.dorrian@sugarcrm.com
   Sarita Kincaid
   VP, Corporate Comms
   SugarCRM
   sarita.kincaid@sugarcrm.com
   Liz Miller
   VP & Principal Analyst
   Constellation Research
   @LizKMiller (Twitter)
   3
   

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4. © 2021 SugarCRM Inc. All rights reserved.
   4
   4
   

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5. © 2022 SugarCRM Inc. All rights reserved.
   1. Customer Flight Wreaks Havoc
   2. Customer Experience Matters
   3. Make Data-Driven Decisions
   4. Time to Make CRM More
   Accessible
   5. Sales and Lead Generation Still
   Hard
   6. Opportunity to Improve
   Organizational Alignment
   7. AI Holds Promise
   What We Heard
   5
   5
   

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6. © 2022 SugarCRM Inc. All rights reserved.
   1. Make Data-Driven Decisions
   2. Make Your CRM More
   Accessible
   3. Improve Organizational
   Alignment
   4. The Growing Role of AI
   What We Will Focus On Today
   6
   6
   

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7. © 2022 SugarCRM Inc. All rights reserved.
   Make Data-Driven
   Decisions
   7
   

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8. © 2022 SugarCRM Inc. All rights reserved.
   • One in four sales leaders believes they
   could miss a quota because of
   incomplete customer data.
   • 56% feel they are missing data to
   improve their marketing campaigns and
   sales conversions.
   • 75% say a consolidated view of
   customer information across the whole
   organization is critical to delivering
   optimal customer experiences.
   Make Data-Driven Decisions
   • The sales and marketing divide runs
   deep.
   • Culture of data... or culture of metrics?
   • The manual drudge contributes to the
   ‘Great Refactoring’.
   • Is it the whole org or sales/marketing
   org? And yes... the answer matters.
   What We Learned Constellation Research Insights
   8
   

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9. © 2022 SugarCRM Inc. All rights reserved.
   Make Your CRM
   More Accessible
   9
   

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10. © 2022 SugarCRM Inc. All rights reserved.
    Poll Question #1
    On a typical working week, how much
    time would you spend on reviewing
    CRM data?
    10
    

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11. © 2022 SugarCRM Inc. All rights reserved.
    • 76% say their biggest frustration with
    CRM is being either too complex, not
    intuitive or user friendly or cannot be
    customized.
    • 55% think their current CRM system
    cannot be customized properly to meet
    their specific needs
    • 58% sales and marketing leaders
    believe their current CRM is wasting
    money.
    Make Your CRM More Accessible
    • The Origin stories are coming back
    around.
    • Employees and customers both
    question reality.
    • Accessibility isn't just access.
    • Let's talk what IS wanted...and why.
    What We Learned Constellation Research Insights
    11
    

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12. © 2022 SugarCRM Inc. All rights reserved.
    CMO Tech Stack Search
    12
    Source: Constellation Research. CMO 2021
    CDP (65%)
    Analytics (61%)
    CX (58%)
    Revenue (58%)
    Video (47%)
    Digital Experience (44%)
    Marketing Automation (33%)
    Data Visualization (33%)
    ABM (33%)
    Collaboration Tools (32%)
    Revenue (39%)
    CDP (13%)
    CX (10%)
    Analytics (6%)
    ABM (5%)
    Tech Being
    Considered
    in 2021
    Tech
    Critical to
    Success in
    2021
    

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13. © 2022 SugarCRM Inc. All rights reserved.
    • 76% say their biggest frustration with
    CRM is being either too complex, not
    intuitive or user friendly or cannot be
    customized.
    • 55% think their current CRM system
    cannot be customized properly to meet
    their specific needs
    • 58% sales and marketing leaders
    believe their current CRM is wasting
    money.
    Make Your CRM More Accessible
    • The Origin stories are coming back
    around.
    • Employees and customers both
    question reality.
    • Accessibility isn't just access.
    • Let's talk what IS wanted...and why.
    What We Learned Constellation Research Insights
    13
    

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14. © 2022 SugarCRM Inc. All rights reserved.
    Improving
    Organizational Alignment
    14
    

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15. © 2022 SugarCRM Inc. All rights reserved.
    Poll Question #2
    Which of the following
    would you say is causing
    misalignment between
    sales and marketing?
    15
    

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16. © 2022 SugarCRM Inc. All rights reserved.
    • Two-thirds of sales and marketing
    leaders agree that sales and marketing
    misalignment prevents their
    organization from growing their
    business.
    • The top reason at 72% was
    incompatible KPIs or incentivized by
    different goals.
    • 61% of respondents cite unintegrated
    systems or different technology
    platforms for misaligned sales and
    marketing efforts.
    Improve Organizational Alignment
    • Mars vs Venus...still?
    • Roadblock or Partner...shhhh...it's a
    secret!
    What We Learned Constellation Research Insights
    16
    

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17. © 2022 SugarCRM Inc. All rights reserved.
    CX Ecosystems
    17
    Who is on your CX team?
    SHHH TOP SECRET!
    Source: Constellation Research. CMO 2022
    Partner Collaborator Roadblock Missing in…
    Chief Customer
    Officer
    Sales Team
    Customer
    Support /…
    

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18. © 2022 SugarCRM Inc. All rights reserved.
    • Two-thirds of sales and marketing
    leaders agree that sales and marketing
    misalignment prevents their
    organization from growing their
    business.
    • The top reason at 72% was
    incompatible KPIs or incentivized by
    different goals.
    • 61% of respondents cite unintegrated
    systems or different technology
    platforms for misaligned sales and
    marketing efforts.
    Improve Organizational Alignment
    • Mars vs Venus...still?
    • Roadblock or Partner...shhhh...it's a
    secret!
    What We Learned Constellation Research Insights
    18
    

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19. © 2022 SugarCRM Inc. All rights reserved.
    The Growing
    Role of AI
    19
    

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20. © 2022 SugarCRM Inc. All rights reserved.
    Poll Question #3
    Is your organization currently
    using Artificial Intelligence
    (AI) to augment any sales or
    marketing processes?
    20
    

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21. © 2022 SugarCRM Inc. All rights reserved.
    • 86% said their organization’s sales
    team uses AI to augment one or more
    business processes.
    • 91% say they expect to use AI
    technology to augment existing
    processes to increase over the next
    24 months.
    • Use cases for AI solutions with high
    adoption include automated emails
    (44%), conversational AI (36%), and
    opportunity close prediction (33%).
    The Growing Role of AI
    • AI typically fails for two big reasons.
    • AI, much like CX, needs a strategy,
    not just an on-button.
    • AI will accelerate thanks to
    development advancements, making
    AI Ops a real thing... are you ready?
    What We Learned Constellation Research Insights
    21
    

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22. © 2021 SugarCRM Inc. All rights reserved.
    sugarcrm.com/crm-impact/
    Download the complete report for all
    the facts and figures, plus a country
    comparison chart for the U.S., U.K.,
    Germany and Australia.
    Learn More
    22
    DOWNLOAD REPORT
    

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23. © 2022 SugarCRM Inc. All rights reserved.
    Q&A
    23
    

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24. © 2022 SugarCRM Inc. All rights reserved.
    Thank You!
    26
    

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