Transforming International Engagement: How The Swedish Institute Mastered CRM with SugarCRM
What we'll Cover:
The Swedish Institute (SI), a public agency, works to build interest and trust in Sweden globally. SI shares information about Sweden abroad and analyses how other countries perceive it. They also facilitate international exchanges and partnerships to increase awareness of Sweden and build strong relationships with individuals, organisations, and other countries.
Navigating the complex landscape of a large organisation is not always easy. SI has become known for its innovative approach to data management and customer engagement. Its journey with SugarCRM has been transformative, enabling the centralisation of data, audience segmentation, and automation of responses, significantly enhancing marketing efficiency and improving engagement with international students and alumni.
Jan-Frederic, Head of CRM for SI, notes that people within his organization often joke, “I might as well start working for Sugar, given how much time I spend in the system and how well I know it.” He goes on to say, “as the Head of CRM at the Swedish Institute, I’m responsible for the Sugar implementation and supporting our marketing and nurture campaigns. My role is crucial as I find myself immersed in Sugar Sell and Sugar Market almost every minute of my workday. I take pride in my expertise in Sugar Market, especially, and have even advised others on the system.”
During the spring, the Swedish Institute encountered some issues and worked closely with Sugar’s customer success team. Jan said, “It felt like we were beta testers, discovering issues before others did so this collaboration was invaluable.”
Journey to Success
Before embarking on the journey with SugarCRM, one of the major challenges was securely sharing personal data with external partners, such as Swedish embassies. However, thanks to Sugar and the Sugar Portal, developed by the partner Exsitec, SI can now share data securely, eliminating the need to send Excel files via email. This solution has significantly improved compliance with data protection laws. When Jan reflected on her experience with Sugar, she said that some of the biggest sales benefits SI saw have been centered around reducing manual errors on the data entry side and time saved.
“Through this partnership, we have also been able to create lead-scoring models and set up individual modules in Sell that allow us to make use of all our marketing data. Moreover, as a government organisation, we don’t focus on selling. Instead, we utilise the leads and contacts modules based on our specific contact types. This approach proves highly beneficial when managing different target audiences, as it allows us to effectively segment and address each group’s unique needs. Being able to customize and adapt our platform and how we use it to fit a variety of different internal needs has been a major key to success for SI.”
– Jan-Frederic, Head of CRM, The Swedish Institute
Jan was particularly proud of the improvements achieved since managing the Sugar implementation—SI’s marketing emails now boast an average open rate of 40-50%, and there has been a 31.8% increase in lead volume. These metrics highlight the effectiveness of the strategies and the value Sugar brings to the organisation.
Tips From Swedish Institute on How to Succeed with SugarCRM
For those looking to make the most out of SugarCRM, here are a few pieces of advice from Jan based on SI’s experience:
Tip #1 Understand Your Customer Journey
When implementing SugarCRM, it is essential to have a clear understanding of the customer journey while remaining open to utilising the system’s default fields. Although Sugar offers extensive customisation options, taking advantage of the pre-configured features can provide a solid foundation and streamline the setup process. By balancing customisation with the system’s existing capabilities, you can optimise CRM implementation for greater efficiency and effectiveness.
Tip #2 Utilise Sugar Resources
Encourage your team to make use of resources like Sugar Manuals, SugarClub, and SugarU. These resources are packed with valuable tips and tricks that can significantly enhance your understanding and use of the platform. Familiarising yourself with these guides can provide insights and shortcuts, making the implementation process smoother and more efficient.
Tip #3 Leverage Internal Resources and Community
In addition to Sugar resources, the Swedish Institute has created a SharePoint page with customised manuals and a Teams channel for discussions. This collaborative approach provides valuable information and fosters a community where everyone can benefit from each other’s inquiries and solutions.
Tip #4 For Those Looking to Specialise
For those looking to specialise in a position similar to the Head of CRM, the advice is simple: embrace trial and error when working with Sugar. Spend ample time with the system, testing its features thoroughly. Reading manuals and consulting with other experts can provide invaluable insights. Although Jan was new to Sugar when it was procured in 2020, experience with other systems like Salesforce and HubSpot made the transition smooth. Familiarity with different CRM platforms can significantly ease the learning curve and enhance the overall experience with Sugar.
Conclusion
Implementing Sugar has been a game-changer for the Swedish Institute. By leveraging the system’s capabilities and continuously learning and adapting, they have achieved remarkable success and look forward to a bright future ahead.
Recently, The Swedish Institute was named a SugarCRM 2024 Customer Breakthrough Award Winner. Check out this infographic to learn more about why they won: Real-World ROI: Customer Triumphs in Marketing, Sales and Service.
