What is Continuous Cloud Innovation — And Why Do You Need It for the Customer Experience?

First, we told you what it means to have access to No Touch Information Management.

Next, we discussed the benefits of an intelligent customer experience platform.

Today, we’ve come to the third and final — and, in many ways, most compelling — pillar of Sugar’s customer experience (CX) platform: continuous cloud innovation.

Here’s a quick look at this foundational element, and why it’s so important.

How Are Standard CX Platforms Built?

Before we dive into the details of Sugar’s model, it helps to understand what standard backend technology looks like. 

To put it simply: Most CX platforms are built on proprietary clouds — as are CRMs, marketing automation platforms and customer service software. On the surface, it sounds like a positive thing: If the vendor owns its cloud technology, there’s bound to be greater control and security, right?

Well, not exactly.

In fact, proprietary cloud services can sometimes create more problems than they solve for software users. 

Let’s say you sign up for a software subscription that has tools and features you really need. They work well and make your life easier. 

But then halfway through your one-year contract, the business has expanded and you now need to rely on your software for additional workflows. Meanwhile, some big changes within your industry at large mean you’ll need new features, too — or at least a few quick updates. 

So you send in a support ticket asking about a handful of capabilities, and wait for your vendor to tell you how to add them to your account or create a good workaround.

If the solution is built on a proprietary cloud, that may not be possible.

Because proprietary cloud users are completely dependent on the vendor, there’s often no way to adapt quickly when needs change. Unless you’re lucky enough to have selected a provider with strong technical acumen, there’s a good chance you’ll experience long wait periods for enhancements and updates. 

We’ve seen this play out in many ways:

  • The fast-growing business is ready to expand to global markets, but is stuck with software that’s unable to provide international support.
  • A company has been waiting on a handful of new features for over a year. Because all of the vendor’s time and resources have gone toward updating infrastructure, there’s nothing left for enhancements or updates.
  • The once thriving organization is now falling behind its competitors due to a lack of innovation. Internal teams have big ideas, but lack the technology they need to put them into action.

In other words…

When solutions are built on proprietary clouds, opportunities will always be limited to the provider’s ability to scale, adopt new technologies and support additional geographies. 

How is Sugar’s Foundation Different?

We believe a company’s growth should never be limited by its foundational technology.

Which brings me back to the pillar of continuous cloud innovation. 

From the start, we’ve built Sugar on the most advanced commercial cloud technology available today. As a result, we have access to dozens of different capabilities — from robust storage to advanced machine learning to next-generation security — that make it easy to stay ahead of the latest trends.  

Because we’re able to spend our investments on customer experience enhancements — instead of data center infrastructure — we’re continually updating our platform to ensure Sugar customers are equipped with the latest technologies and tools. And we’re able to do it all without passing hefty costs on to our users.

It may sound like a simple solution, but continuous cloud innovation can have enormous impacts on your ability to scale and grow.

In the words of one Sugar user:

“All you need is a vision of where you want to go, and then you can adapt Sugar to meet your needs.”

  • CRM
  • SugarCRM
About the Contributor
Michael Tschirret
Michael Tschirret Michael Tschirret is the Sr. Manager, Marketing Communications at SugarCRM. Prior to Sugar, Michael was the Marketing Communications Manager for Smart Cities, Communication Networks, IoT and Smart Lighting at Sensus. He has over 20 years of wireless and communication network expertise, to include product marketing and business development positions at Nortel and Agilent Technologies. Michael holds a B.S. degree from the Florida State University, and an M.S. from Virginia Tech. He can absolutely fix your WiFi, as long as he's not skiing or rooting for his Florida State Seminoles.