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Technology Featured Global

SugarCRM introduces integrated ‘playbook’ functionality to support CRM automation process

California, USA – Global software company SugarCRM has recently introduced its new integrated ‘playbook’ functionality which allows support of guided selling and advanced CRM process automation. 

Through the new functionality, the no-code toolset enables business users to easily design, visualise, and automate sales, service and marketing processes. SugarCRM customers can create playbooks and templates for sales plays, sales methodologies, guided selling, service processes, lead nurturing and more.

Said functionality follows the recent acquisition of plug-in solutions AddOptify, a provider of guided selling solutions for SugarCRM customers worldwide. The solutions have aided SugarCRM customers through enabling mid-market companies to translate their customer engagement best practices into playbooks to optimise both the user and the customer experience at every stage of the customer journey.

For the company, the need for sales engagement technologies was accelerated by the pandemic and their use is increasingly becoming a key factor in defining and distinguishing high-functioning customer-centric sales organisations. 

Rich Green, chief technology officer and chief product officer at SugarCRM, said that the new functionality will allow customers to leverage proven playbook capabilities within the Sugar platform to streamline sales processes, improve marketing operations and optimize customer service execution.

“This empowers sales, marketing and customer success teams to boost buyer engagement, drive greater customer trust and satisfaction, improve win rates and increase revenues. It also reflects Sugar’s commitment to offer more no-code/low-code capabilities designed to put change in the hands of non-technical business users,” Green stated.

In the near future, SugarCRM plans to provide additional out-of-the-box playbooks and templates for processes including lead qualification, customer on-boarding, case management, troubleshooting and other human-in-the-loop customer interactions spanning the sales, marketing, and service realms.

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Technology Featured ANZ

Almost half of Australian business leaders say CRM is costing revenue: report

Sydney, Australia – Australian business leaders are stating their dissatisfaction with their current customer relationship management (CRM) solutions, new research by global software company SugarCRM shows.

According to the report, 49% of Australian sales professionals believe their CRM systems are costing them revenue, suggesting that sales leaders are struggling to ensure teams are spending enough time with customers and can access the data required to build and maintain these vital relationships.

Furthermore, the report shows that 52% of sales professionals in Australia believe that their CRM systems are unfit for purpose, while customer churn is costing mid-market companies an average of US$5.5M each per year. 

For Craig Charlton, CEO of SugarCRM, the recent data reflects the greater change in customer behavior, and businesses around the world are facing a customer relationship crisis.

“Sales teams are bogged down with administration and stuck with an inaccurate picture of the customer with little advance notice or insight into customer churn. These findings are a wake-up call for companies relying on the market-leading incumbents in CRM with software that is tuned to steady-state and known customer behaviors,” Charlton said.

The research also found that 53% of sales leaders are fatigued and frustrated with the CRM admin burden placed on their sales teams, which is taking them away from customer-facing activities. Indeed, sales reps are only spending 54% of their time selling. Furthermore, over half of sales reps in Australia (52%) reported their customer churn increased in the last 12 months, with 52% of respondents having trouble predicting when customers would churn. 

Lastly, upon reflection, almost half (48%) of those sales professionals reported not knowing why customers churned, while 50% of Australian sales leaders admit that they cannot access customer data across marketing, sales, and service systems, leaving customer-facing team members without a clear picture of their customers.

“The gap in customer data, the millions of dollars lost to churn, and the lack of insight, prevents sales and business leaders from acquiring the intelligence they need to make both vital strategic and tactical decisions. Companies that close the data gaps and improve the accuracy and completeness of their customer data, stand to improve retention, increase revenue, and gain more predictable business outcomes,” SugarCRM said in a press statement.

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Technology Featured ANZ

SugarCRM’s latest acquisition of Aussie CRM solutions to amp up CX services in APAC

California, USA – Customer experience platform SugarCRM has recently announced the acquisition of Loaded Technologies,  a business consulting, CRM strategy and cloud implementation services provider based in Sydney, Australia.

With this acquisition, SugarCRM is expanding its ability to meet implementation service demand in Australia and the broader Asia-Pacific region. SugarCRM’s service portfolio includes cloud-based customer experience solutions, AI-powered sales, and other marketing/service software.

Such services then enable high-definition customer experience through implementations such as migrations from on-premise to cloud environments.

“We are excited to have the team at Loaded Technologies, with their dedication to customer success and  expertise of the Sugar CX solutions. The acquisition of our long-time partner, addresses a growing need for mid-market companies who want a trusted advisor that can help them navigate and succeed in optimizing and differentiating their customer experience,” said Jason du Preez, general manager for SugarCRM Asia Pacific.