Sugar Serve – How the New Sugar Helps Create Customers for Life

In case you haven’t already heard, Sugar just received some major upgrades and the company has fully reinvented itself to bring forth key innovations in the CRM industry. At the core of this reinvention lie Sugar’s three new products, Sugar Serve, Sugar Sell, and Sugar Market and we’ve brought details about them straight from SugarConnection San Francisco where all was unveiled. So, what are these products that come with the New Sugar?

To quickly summarize, Sugar Market is a rebranding of Salesfusion for Sugar and Sugar Sell is an enhanced version of Sugar Enterprise minus the customer service features. What is entirely new and warrants a more detailed breakdown however, is Sugar Serve. Staying true to their mantra of “Making Customers For Life,” SugarCRM has made sure to provide a comprehensive set of customer service tools that allow businesses to build meaningful, long-term customer relationships with Sugar Serve.

Why the Emphasis on Customer Service?

Customer service is often overlooked by businesses and the general perception is that resources spent on customer service are wasted if a given customer is already doing business with the organization. However, in today’s hyper-competitive market environment, customers are spoiled by choices for anything they want to purchase! Given the overwhelming amount of alternate options that are often equally great, it only comes down to one thing that can help push businesses over the edge and break through the noise – quality customer service.

When customers feel valued by you, they are more likely to come back to you for business without you having to redo all of your sales efforts from scratch, and that is exactly why SugarCRM has created a entirely new product. Let’s take a look at what Sugar Serve can do for you.

What Does Sugar Serve Bring to the Table?

Sugar’s philosophy with Sugar Serve is fairly straightforward – to equip business with all the right tools to provide fast, personalized, and informed customer service. To do so, Sugar has identified key areas where customer service suffers and designed objectives for Sugar Serve accordingly:

Improved Efficiency

One of the primary goals of Sugar Serve is to streamline the support process by improving the overall efficiency of support agents. It achieves this by providing them easy access to information and key customer insights so they can focus their time and effort on delivering informed customer service, all under a single pane of glass.

Reduced Costs

One of the major arguments against investing in customer service is the cost associated with it and whether the ROI is good enough. Sugar Serve doesn’t just ensure that the relationships it helps build drive business; it also aims to cut down on the costs that accumulate in providing quality customer care by automating key processes and making service simpler, easier and much more cost-effective.

Ability to Build Relationships

As the tagline itself might already have given away, Sugar Serve serves (literally) as a means for businesses to conveniently build relationships with their customers for long-term retention and, consequently, an improved likelihood of recurring business from them. That covers what Sugar aims to accomplish with Sugar Serve. So, what features does it offer to do so? Let’s find out!

The Features

Case Prioritization

Sugar Serve prioritizes cases by service level agreements and there are a number of dynamic values that go into determining the priority level of any given case. This means service agents don’t have to go through the cumbersome process of identifying which cases they need to pay immediate attention to, because Sugar Serve does that for them! As a result, agents can improve their response times for high priority customers and therefore make them feel valued.

Intelligent Case Management

SugarBPM ring a bell? Sugar Serve leverages the automation features provided by SugarBPM to ensure all customer service requests are automatically routed to the right agent. This includes mechanisms to reassign cases that have been left unattended for too long and also escalating cases that require further attention. This has huge implications for the customer service process because it not only ensures that all customer requests are catered to in a timely fashion, but also that service agents save on the effort that goes into manually going through each request and determining who it should be assigned to.

Knowledge Management

The key to quality customer service is access to previous information and that is exactly what Sugar Serve provides. With quick availability of customer history, activity, and relevant insights, Sugar Serve makes sure your service agents can provide informed and personalized service to each customer. Sugar Serve essentially consolidates all the relevant information for any given case on a single screen so service agents can provide quick solutions.

All the Reports You Need

Sugar Serve arrives with more than 60 out-of-the-box reports, each of which can be customized according to what kind of insights your service agents require. That’s not all, either! You can have entirely new custom SugarCRM reports created too, so your business processes are fully captured by the insights that Sugar Serve generates. This means you will have access to all the data you need to identify and understand problem areas in your customer service process before they escalate.

Intuitive UI

These are all immensely useful features that will undoubtedly facilitate customer service beyond measure, but what good are they if they aren’t easily accessible? That is where the real strength of Sugar Serve comes into play. With a kanban view of cases for supervisors, simple click to view functionality for case details, and the ability to interact with users with multiple correspondence options on the screen, Sugar Serve doesn’t just ensure that you have all the right tools at your disposal but also makes certain that they are available to you at all times.

With the convenience that these features are capable of adding to your customer service processes, delivering high quality, personalized service to each of your customers is now easier than ever. As a result, you can truly build customers for life with Sugar Serve.

  • CRM
  • sugar serve
About the Contributor
Husain Nasir
Husain Nasir