SugarCon 2013: Using CRM to Deliver a Winning Customer Experience

Using  CRM  to  deliver    a  winning  customer  experience  

David  Jackson  CEO  

“Develop  effec?ve  strategies  to  increase  customer  sa?sfac?on  and  loyalty  by  ensuring  every  user  has  the  

insight  they  need  to  be  a  customer  expert,  every  ?me.”  

CUSTOMER  EXPERIENCE  

TRENT – CAN YOU GET A BETTER PIC PLEASE SOMEONE BEING HIT BY A PAN.

ROI (%)

Customer Perceived Quality Relative to Competition Source: PIMS

11

18 22 23

32

0

5

10

15

20

25

30

35

Inferior Average Superior

Superior performance delivers the real bang

Satisfaction delivers marginal benefit

Source: Sears

0 20 40 60 80 100

Percent Definitely Recommend

'9/10

'10/10

Sat

isfa

ctio

n sc

ore

Definitely

Maybe

•  What  are  our  key  touch  points?  •  What  maIers  most  to  customers?  •  How  do  we  want  them  to  feel?  •  What  informa?on  do  we  need  to  

– Collect  – Provide  

ROLE  OF  CRM  

Enact  Inform  

Empower  

CUSTOMER  EXPERIENCE  The  customer’s  

percep?on  of  all  aspects  of  what  the  company  

does  

CLICKTOOLS  Collect,  centralize  and  

act  on  customer  interac?ons  

SUGARCRM    The  repository  for  ALL  

data  about  the  customer  

Enable delivery of personalized interactions

at all stages of the customer journey

Collect information & feedback at touch points along the customer journey

Centralize information in CRM to build a 360 view

of the customer

Thank  You  

Please  visit  us  on  Stand  XXX