integrating human and digital touchpoints through the customer lifecycle

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CRM and the Power of “I” Jennifer Stagnaro, CMO #DRI2014MA

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Presentation made by Jennifer Stagnaro at the DRI Marketing Automation event (http://marketing.automation.pt/) on October 30th 2014.

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Page 1: Integrating Human and Digital Touchpoints through the Customer Lifecycle

CRM and the Power of “I” Jennifer Stagnaro, CMO

#DRI2014MA

Page 2: Integrating Human and Digital Touchpoints through the Customer Lifecycle

© SugarCRM Inc. All rights reserved. 06/08/2014

CRM AND THE POWER OF “I”!Jennifer Stagnaro, CMO

Page 3: Integrating Human and Digital Touchpoints through the Customer Lifecycle

© SugarCRM Inc. All rights reserved. 06/08/2014

SUGAR MANIFESTO!As SugarCRM talked to people who rely on Customer Relationship Management systems to run their business, we recognized that most sales and support people hate using them.

We set out to free them from the tyranny of conventional CRM systems.

We knew that companies wanted more than just a recording and management system. They wanted an indispensable tool that would help sales, marketing, and customer support team members win more business and create extraordinary customer relationships. Further, it needed to be affordable so that they could put it in the hands of every employee who engages with customers.

We decided to build an innovative CRM system designed for the individual contributor, not just for the management team. We did away with the drudgery of endless data entry, and focused on enabling people to do their job better by giving them the right information, when they need it, before they even ask. And, we simplified the buying process: one price, all-inclusive, with no hidden fees so you know how much the system costs.

Page 4: Integrating Human and Digital Touchpoints through the Customer Lifecycle

© SugarCRM Inc. All rights reserved. 06/08/2014

Transform Perspective from Inside Out!

DEPARTMENTAL ORIENTATION CUSTOMER JOURNEY ORIENTATION

CEO

Sales Marketing Service

Field Sales

Channel Sales

Page 5: Integrating Human and Digital Touchpoints through the Customer Lifecycle

© SugarCRM Inc. All rights reserved. 06/08/2014

Multiple Individuals Across the Journey!

Colleagues Experts Sale Rep Pre-sales Product Manager

Sales Manager

Lawyer Finance Logistics Service Support

Page 6: Integrating Human and Digital Touchpoints through the Customer Lifecycle

© SugarCRM Inc. All rights reserved. 06/08/2014

Is this a current customer?

Are they our top customer?

Have they paid their bills?

Do they have any outstanding issues

with us?

Colleagues Experts Sale Rep Pre-sales Product Manager

Sales Manager

Lawyer Finance Logistics Service Support

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Page 7: Integrating Human and Digital Touchpoints through the Customer Lifecycle

© SugarCRM Inc. All rights reserved. 06/08/2014

Legacy CRM Products!Point Solutions Targeting the LOB

Marketing Automation

Salesforce Automation

Customer Service

Automation

Page 8: Integrating Human and Digital Touchpoints through the Customer Lifecycle

© SugarCRM Inc. All rights reserved. 06/08/2014

Sugar!Unifies the Customer Experience

Marketing Automation

Salesforce Automation

Customer Service

Automation

Page 9: Integrating Human and Digital Touchpoints through the Customer Lifecycle

© SugarCRM Inc. All rights reserved. 06/08/2014

Sugar!Unifies the Customer Experience

Market-Leading CRM •  Empowers the individual user •  Connects ALL customer-facing

employees to each individual at a customer

•  Enables companies to deliver extraordinary customer relationships

Page 10: Integrating Human and Digital Touchpoints through the Customer Lifecycle

© SugarCRM Inc. All rights reserved. 06/08/2014

Empower the Individual!

Dean, CEO •  30% increase in overall team efficiency

Craig, Marketing & Technology Development •  Provides real-time customer images, designs,

specs to field sales team Heather, Accounting

•  Eliminates meetings, saving 20 hours per week Matt, Project Management

•  Resolves jobsite issues in minutes, not days

74% of Redglaze staff using Sugar

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Page 11: Integrating Human and Digital Touchpoints through the Customer Lifecycle

© SugarCRM Inc. All rights reserved. 06/08/2014

Empower the Individual!

•  Scores Customer “Health” –  Aggregates data from

40+ sources, including Dunn & Bradstreet, Acuity, and Sugar

•  Target lower scoring customers for training & upsell opportunities

•  Enables sales team to target prospects with personalized solutions

Grew Revenue 3x using Sugar

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Page 12: Integrating Human and Digital Touchpoints through the Customer Lifecycle

© SugarCRM Inc. All rights reserved. 06/08/2014

The CRM for Every Customer-Facing Employee!

INNOVATION FLEXIBILITY VALUE

The Most Innovative, Flexible CRM Solution at an Affordable Price

Page 13: Integrating Human and Digital Touchpoints through the Customer Lifecycle

© SugarCRM Inc. All rights reserved. 06/08/2014