The Benefits of an Intelligent Customer Experience Platform

Recently, we spelled out what it means to get a competitive edge with No Touch Information Management.

Of course, that’s not the only advantage that’s unique to SugarCRM.

Another big differentiator is our Intelligent Customer Experience (CX) platform. In fact, this customer data model is the very foundation on which the new Sugar was built.

But what does that term mean, and how does it apply to your business?

Let’s take a look.

What Is an Intelligent Customer Experience Platform?

To understand what we mean when we refer to Sugar as an “intelligent customer experience platform,” it helps to first consider one of the biggest challenges facing virtually every business today. It’s an issue that faces companies of all sizes across all industries.

So, what is it? Customer data.

Data overwhelm, to be exact.

For every person on the planet, 1.7 megabytes of data is created every second. Recent estimates put the worldwide total at 2.5 quintillion bytes that are captured every single day.

And yet…

Only 0.5% of that data is being analyzed in raw form. 

Most companies have a wealth of data on their customers, but few are able to derive any real meaning from it. There’s no way to turn information into foresight, or to get key insights before frontline employees as they communicate with customers.

As a result, most organizations have sales, marketing and customer service efforts that fall well below their potential.

Customer intelligence is the first step in the right direction. With an intelligent CX platform, you can harness customer data in ways that make it easy to uncover actionable insights. 

That’s the good news.

The even better news is that most of the work is done for you.

Allow me to explain.

How Does Customer Intelligence Work Within a CX Platform?

Many CX solutions on the market today focus on synchronizing data across platforms or merging different databases into one consolidated data store. But these are slow approaches with lag times that prevent customer accounts from staying synced at all times. 

This is not a small problem: If updates are made in one app but fail to sync right away in another, your frontline employees will be working with outdated information as they communicate marketing and sales offers to customers, or help them with customer service issues.

A better approach incorporates four key elements of customer intelligence:

  • Aggregating customer data from a wide variety of sources, such as email communications and text messages
  • Unifying everything into a single, streamlined customer data model 
  • Augmenting this information with additional data from external sources such as social media posts and profiles
  • Analysis that uses artificial intelligence and machine learning to uncover trends and show frontline employees exactly what to do next—whether it’s time to call a customer who appears ready to buy or personalize marketing messages for that same individual 

The result is a complete picture of every customer to guide better marketing, sales and customer service. Put simply, Sugar’s Intelligent Customer Experience Platform connects the dots between various departments and processes so you can create more consistent experiences for your customers.

Here are a few of the most common ways we see this play out:

  • In multi-touch marketing attribution: Your marketing team can see exactly which campaigns contributed to a customer’s ultimate purchase, and how much revenue each individual tactic helped generate  
  • When communicating with sales leads: If a prospect exhibits strong buying behavior during lead nurturing, our “smart” platform will automatically feed that insight to a sales agent during the first call with the contact
  • To better understand customer service needs: With an Intelligent Customer Experience Platform, customer support staff can prioritize cases based not just on the order in which inquiries were received, but on actual sentiment. If someone’s social media posts and emails indicate agitation or frustration, their support case will jump to the top of the priority list.

Remember: There’s no need for you to handle any of this manually. The beauty of using a CX platform with baked-in customer intelligence is that all of the insights you need will bubble up to the surface automatically. The more your marketing, sales and customer service employees use the software, the better it gets at understanding and anticipating their needs. It’s one of the easiest, most effective ways to fully understand your customers’ journeys and meet their expectations.

Next up is Continuous Cloud Innovation. Our final installment in this series will cover what it means when a platform is built on proprietary clouds—and how a more flexible option can keep you ahead of competitors. Stay tuned!

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.

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