Optimizing Sugar CRM with Unified Communications

In today's customer experience-focused business environment, companies have to prioritize the entire customer journey. Businesses can connect with customers in many ways, so the public expects the ability to engage with brands without the old barriers of the old customer support model. Customer relationship management (CRM) software, such as Sugar CRM, is a useful tool for following along the customer lifecycle.

With CRM, businesses can not only manage contacts but also integrate multi-channel communications, manage customer data and automate several key business functions. When companies implement the right CRM solution, they are better able to connect with their customers. Staying in touch is crucial for ensuring positive customer experience, but so too is consistency. Integrating CRM with call center solutions helps to ensure that customers are meaningfully engaged. Let's take a closer look at the benefits of Sugar CRM and how to integrate with call center solutions.

CRM Essentials

What is CRM and what can it do for an organization? Businesses have long used software and other technology to manage customer contact information. From Rolodexes of the past to more sophisticated contact management software and apps, such as Google Contacts, there are several methods for collecting and handling customer contact information and important details. CRM takes the idea of contact management to another level. Sure, contact management software provides the ability to add some notes, but the consistent and informed voice that today's customers need requires intelligence.

Modern CRM solutions keep the customer updated and in the loop, while also providing a business with key insights about the customer relationship. With CRM, a customer's prior interactions with sales or support follow them to the next communication. This knowledge gives call agents, sales reps and other employees on the same page.

There are lots of choices when it comes to CRM. Some solutions focus on marketing, leads or contact management. The customer experience trend has led to the development of conversation-based CRM solutions, that are easy to use while preserving a single view of customer activity. CRM isn't only for customer experience and can power many internal improvements in an organization's workflow. For example, CRM can eliminate the need for periodic reporting. All activities of sales, support, service and customer interaction are recorded and logged. CRM can create healthy transparency within an organization, a view that is necessary for others to be able to know the customer lifecycle.

Also, CRM creates standard processes. Of course, the benefits of any system or solution are only realized if the technology is implemented correctly. Customized CRM solutions provide a roadmap for employees, ensuring that standard processes are followed.

What is Sugar CRM?

Sugar CRM is a full-featured customer relationship management tool that has a simple user interface, with a focus on improving customer experience and allowing intuitive customization.  Some CRM solutions can be complicated. Sugar markets itself as a streamlined solution that delivers exactly what an organization needs, without bogging it down with unnecessary features. Most importantly, Sugar CRM is easy to deploy. 

Connecting Sugar to call center software allows organizations to create a vibrant customer experience environment. With its 360 customer view, all systems converge to create one source of authority on your customer. Its modern user experience can be tailored to individual employee roles, increasing productivity and enabling increased collaboration. But the most attractive feature of Sugar CRM is how the system allows application customization without requiring in-house system administration wizards. 

Unlike many enterprise-level CRM solutions, Sugar CRM is easy to use. Easier solutions blend into an organization with less friction and reduce the costs associated with training and troubleshooting.

Combining Sugar CRM with VoIP

While Sugar is an effective customer experience tool, once it is integrated into an organization's technology backbone, both operations and customer experience benefit. 8x8's Virtual Contact Center, for example, integrates seamlessly with Sugar CRM. With 8x8's Click2Pop plug-in, inbound caller ID runs number matches in Sugar CRM, providing quick access to customer data when needed and without call agents having to search the system for the information. Click2Pop also works with outbound calls, merging calling with information for increased efficiency. 

Your cloud provider and available features set directly affects your relationships with your clients, which directly affect your business' bottom line. Choose a superior cloud system and ensure that this effect is for the better. Fill out our online form today or call us at 1-866-879-8647 to request a no-obligation quote from an 8x8 Product Specialist.

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