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2 Posts authored by: dax_farhang Employee

The CRM industry is abuzz about the potential of analytics, AI and the like. The promise is that applications will reach deeply into a dataset and retrieve insights that go beyond "who do I contact next?" or "what should I say?"


At SugarCRM we are actively investing in the analytics space with our own product development efforts and through strategic partnerships. One example is Relationship Analytics for Sugar. This Sugar add-on accelerates your business with:

  • Increased sales productivity
  • Increased customer retention
  • Rapid employee onboarding


Relationship Analytics for Sugar analyzes employee-customer interactions within your email system and distills those interactions into a deeper understanding of the relationship strength each employee has with every individual at your customers and prospects with whom they communicate.


Our customers leverage Relationship Analytics (RA) for Sugar to strengthen relationships across their company and improve prospecting and opportunity management. Companies can uncover "hidden" contacts or new prospects buried in their email system with a one-touch process to add them to your Sugar contacts. You can also identify trends in contact activity, or quickly educate new account executives on the strength and breadth of each customer contact.


Most importantly, users' natural email activity provides the raw data that drives Relationship Analytics for Sugar.

This is truly a powerful product to improve efficiency or gain a competitive advantage through technology.

Relationship Analytics for Sugar is available for $20 per user per month and integrates with popular email systems, such as Microsoft Exchange, Office 365, Lotus Domino and Gmail for Business. It is available with all Sugar editions, supports every supported Sugar 7.x version and can be leveraged by both On-Demand and On-Site customers.


Learn more about Relationship Analytics on our new SugarCRM website.

sugarcrms-new-customer-journey-solution-300x232.jpgConventional CRM implementations are too focused on internal business operations.  This ailment stems from the lineage of most CRM projects.  CRM solutions are typically deployed so businesses can manage and increase the productivity of critical facets such as the sales pipeline, service queue, and lead funnel.  Subsequently these solutions are defined around concepts such as leads, contacts, accounts, and opportunities.  The status of these entities is defined through lead score, sales stage, and customer satisfaction rating.  This accurately reflects how businesses describe themselves.


As companies take a more customer-centric approach and consider the customer experience, they quickly realize that the customer's perspective is not the same as the company's perspective.  People do not think of themselves as leads, contacts or accounts.  They do not describe their potential purchase as an opportunity.  In fact they will use an entirely different vernacular to describe their evolution as a customer over time.  More importantly, as companies look at the specificity of their business, they realize that there is a common set of stages, activities and decision criteria that their customers will use to describe their relationship with that business.  This description is known as the customer journey map.


The definition of a customer journey map not only enables businesses to better adopt the customer perspective.  It helps companies catalyze the evolution of their customer relationships as those companies clearly understand what needs to happen next in order to properly foster the relationship.  All leads, opportunities and accounts are not equal. The value of a lead to convert to a prospect or opportunity depends greatly if their needs as a lead have been met.  Leads who have fewer of those needs met have a lower propensity to become prospects than those who have more of their needs met.  The same basic principles apply to goals such as customer retention, expansion, cross-sell, upsell, and customer advocacy.  In order to achieve any of those goals, customers themselves need to achieve a set of predefined criteria first.


SugarCRM recently announced the availability of the Customer Journey Plug-In for all customers.  This new Sugar module allows companies to capture their customer journey maps within their Sugar installation.  It helps those companies not only adopt the customer perspective, but enables them to effectively guide their customers throughout those journeys in a consistent manner.  The solution also enables companies to operationalize those journeys by effectively integrating the entire journey with the traditional CRM operations that companies already execute.  Subsequently, actions such as lead conversion and updating a sales stage on an opportunity are transformed from internal status indicators to triggers that initiate activities within the customer’s experience.  This creates a competitive advantage for Sugar customers by enabling them to better prioritize their customer engagements and to maximize each of those engagements by addressing the correct need at the correct time.


Click here to learn more about the plug-in from its listing on SugarExchange.


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