SugarCRM’s mission is to provide a platform that helps our customers serve their customers. If you measure success by revenue growth, then service is a powerful force to drive this growth. A sales team in lockstep with your service team will provide the foundation to retain and grow the relationship with your customers.
Create A Rich Customer Data and Business Process Platform
Sugar Serve is a component of the Sugar platform. Sugar Serve provides channels for your customers to engage with you and the tools you need to serve them effectively. While many tools in the market provide case management and knowledge self-help portals, Sugar Serve provides those tools combined with a rich customer management platform. I often need to compare our offering to other help desk tools such as Sugar vs. Zendesk. While Zendesk has good self-help and service agent capabilities, there is no comparison to the depth of customer information and process management tools that come with SugarCRM.
Sugar’s account data model goes way beyond case management and allows you to configure and extend it to represent a complete picture of your customer relationship. We enable you to have your customers’ product purchase histories, contract renewals, engagement history, marketing response, sales development history, ERP (Enterprise Resource Planning) integration, and so much more. Sugar provides a BPM (Business Process Model) engine that automates best-practice processes. Sugar Serve will track service level promises and escalate cases that are departing from ideal timelines. These are powerful tools to understand the context of your customers’ inquiries and effectively address their requests. Your team will provide better service when they do not need to switch between multiple customer information systems.
Engage the Organization
For the greatest effect, you should deploy the Sugar platform to the entire organization. Engage your entire organization to work together in response to your customers’ call for help. When you combine Sugar Serve with Sugar Sell, you can leverage the sales team to help manage the relationship. Working in one unified customer platform helps you react to sales opportunities learned while servicing the customer. Sugar Serve can automatically alert sales reps to service activities or service patterns for the accounts they manage. When the account manager makes routine calls to your customer, they have complete insight into your customer service history. They can create follow-up service cases on behalf of their customer.
Communicate Beyond the Case
With Sugar Serve connected to Sugar Market, you can engage a full customer communication platform to help serve your customer. Sugar Market can send NPS (Net Promoter Score) and VOC (Voice of Customer) surveys to your customers. This adds a whole new continuous feedback loop for both sales and service. Service cases provide unique and valuable insight into customer needs. In response to a customer case, a service or sales rep could initiate a Sugar Market email nurture sequence to send the customer a series of helpful messages over time.
You have a vision of how you want to service your customer. Deploy tools that help orchestrate your vision, create a culture of service, and you will reap the rewards from customers who value and depend on you.
If you want to learn or discuss more, we are at your service!
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!