Creating a Customer Communication Platform

I like to think of our Sugar Market product as a customer communication platform.

When you add Sugar Market to Sugar Sell and Serve, you gain the ability to stage email communication with your customers at any point in the customer journey or in response to specific events. Without integrating it to CRM, marketing automation is limited to responding to web traffic and email clicks. With integration to CRM, you can trigger communication sequences based on a richer set of customer events.

Imagine creating a Sugar Market nurture campaign that sends relevant and useful emails at key points during the entire year for those of us who sell yearly contracts. Send welcome emails from each customer-facing department, send links to satisfaction surveys, send a mid-point check-in, or send what to expect during the renewal process. Whether you sell application subscriptions or machine maintenance contracts, this is useful.

Automated communications also help you respond professionally to more transactional events. When you have a customer service or support interaction, would it not be reasonable to send a follow-up email to check if everything’s working correctly? When adding a new contact to an existing customer, it would be good to automatically send them a set of helpful information about how to engage with your company.

 stage email communication with your customers at any point in the customer journey

Our Sugar Sell customers use Sugar Market to surface broad account-based interest in products and services. By aggregating interest scores from multiple contacts linked to existing customers, it becomes easy to see which accounts may be investigating new opportunities to do business with you. This information can give an account manager a valuable heads up to proactively service your customer.

Based on how you have configured your Sugar platform, I am sure you can think of many scenarios when it would be helpful to have an automated customer communication platform at your side.

By joining the tools used by your marketers with the CRM tools used by your sellers and servicers, you enable valuable collaboration and information sharing between these groups that will help you serve your market better and grow your organization!

This article was originally published on the SugarClub Leadership Lounge, where Sugar’s leadership team discusses what’s on their minds and welcomes the SugarClub community to ask any questions or share insights about customer experience, CRM, technology, building companies, or anything else!

  • CRM success
  • customer engagement
  • customer journey
About the Contributor
Christian Wettre
Christian Wettre Committed to helping customers grow revenue and improve processes related to sales and marketing, Christian Wettre is the General Manager for Sugar Sell and Sugar Market at SugarCRM. A dedicated professional with a team mentality, he strives every day to make a difference for customers.