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CRM needs a 360-degree view of customer information in order to deliver optimal Customer Experience (CX). Sugar and most enterprise-ready applications offer robust APIs that create a gateway for information exchange. But these application programming interface gateways are really just open doors. A developer needs much more than an API to efficiently manage connections between applications.


As more and more applications and devices publish their gateway APIs the number of point-to-point hard-coded routines to handle these APIs can create for a very ugly collection of unrelated interface handling programs. Introduce a single upgrade, behavior change or withdrawal of support, and the hard-coded dominoes begin to fall. Rather than dedicating huge amounts of time to developing and maintaining API interfaces manually, it makes more sense to leverage a Visual Studio interface that maintains APIs using a drag, drop and configure methodology that avoids hard-coding of point-to-point interfaces.


Magic xpi Integration Platform’s pre-built adapter for Sugar CRM and library of API interfaces allows you to visually define flows, configure interfaces, map data and transform business processes without putting a strain on your development team. Here’s how:


Magic xpi Integration Platform Component LibraryIncreased Productivity: By automating workflows and sharing data between systems, employees spend less time switching between systems, manually entering duplicate data, contacting others searching for information, and avoid the need to learn a whole new application, giving them more time to focus on their key objectives. For example, freed from redundant data entry, sales staff are able to spend more time reaching out to new prospects, following up on leads, and upselling existing customers.


Increased Revenues/Profitability: Waiting for systems to be updated manually can lead to lost opportunities due to inaccurate information. More opportunities can turn into signed deals when information about the customer and product availability are accessible and up- to-date. By integrating systems and offering self-service opportunities, you make it easy for customers and partners to do business with you, increasing revenue opportunities. Integrating systems also reduces man-hours spent collecting data, transferring data between systems and fixing poorly entered data, making your business more profitable.


Magic xpi Integration Platform Update Customer FlowEnterprise Mobility: Many integration projects are the result of the increasing need to provide seamless and secure mobile access to corporate information anywhere, anytime. Integration solutions let you mobilize and connect backend business processes the way you want to create the most useful and valuable mobile enterprise apps for your business.


A Bigger Picture for Improved Decision Making: Integration allows IT to provide executives with dashboards that present the real-time state of the business with key business indicators across applications. Access to comprehensive real-time data lets management make better- informed decisions.


Increased Satisfaction: Automating businesses processes and data across systems can provide a 360 degree view of the customer and eliminate the need for redundant, mundane error-prone tasks. The fewer steps, interactions and errors it takes to accomplish a mission, the happier you’ll make your customers, partners and employees. In addition, with all information readily at hand, customer-facing staff can provide fast, accurate responses to customer queries and an improved level of service that encourages customer loyalty, repeat purchases and up-sales. Employees are happier when they can spend their time on more rewarding (financially and otherwise) responsibilities. Just ask our customers.




Magic xpi Integration Platform gives you:

  1. Visual flow design.
  2. Automated communication brokering between APIs.
  3. Powerful data mapping.
  4. Limitless transformations.
  5. Business activity monitoring.
  6. Automated error handling.
  7. Full training and documentation.


See more about Magic xpi on the SugarExchange

Hi, I’m John and I´m your Bot. How can I help? Let Facebook Bots take care of your Customer Service!

Facebook Messenger is one of the most popular applications, used by 900 million people worldwide. This hype demonstrates the power of messaging apps. They are easy to use, connect people no matter where they are and are cheaper than other communication channels. With the launching of the new Messenger for Business it is possible to engage your customers, through a virtual bot, that will treat your client as a “friend” and will help you deliver an automated customer support. 

This experience can be maximized when integrated with Sugar. Therefore, Collab developed a self-service tool based on the Facebook Messenger for Business and mixed it with OneContact CC contact center solution and Sugar system. This way, companies can provide fast and contextualized support, collect data about clients, maintain a clear view of the profile / interaction history and improve the contact center performance. The process can iterate in multiple touchpoints, such as email and Facebook.


Key Advantages:

  • Full Integration with Sugar and Facebook Bot Messenger

    • OneContact CC can be integrated with SugarCRM and Facebook Bot Messenger. When combined agents use a multi-channel desktop, which provides the relevant information in a single interface, without the need to change applications. Teams have immediately a deep knowledge of every client, personalized data and business insights. With these capabilities organizations can improve the agent´s performance and call center efficiency, while delivering an engaging customer experience.
  • Unified Customer View

    • Obtain a complete view of the customer profile information and interactions in a unique screen. Recognise different client identifiers (e.g. incoming phone number, customer name, email address) and route them to the right agent. This means increased productivity for the call center agent, increased customer satisfaction and greater first call resolution.
  • Omnichannel Customer History

    • Complete history of all the media interactions (made or received by the agent) in the "Calls" list with full interaction details such as: call start and end time, name of the agent, name of contact or lead Interaction business outcome and also external links to the recording files.
  • Audit log (Recording of social and other media interactions)

    • The recording of media interactions are available in SugarCRM Dashlets. Supervisors can listen/view the interactions and monitor the agent´s performance.

  • Natural Language Understanding

    • With machine reading comprehension it is possible to evolve the automated self-service and use it in specific scenarios, without sounding like a robot. When is needed an agent intervention, the conversation is transferred to the contact center and assigned to the most suitable.


More info available here.

For most of today’s consumers, customer service plays a larger role in purchasing decisions than both price and product. And this fundamental shift has led many businesses to invest more resources in innovations that enhance the customer experience, including CRMs, Marketing Automation platforms, and contact center software. But despite an increased focus, there continues to exist a large gap—while 80% of businesses think they are delivering a superior customer experience, only 8% of consumers agree. How can organizations make better use of their data management and customer engagement solutions to streamline and automate customer service processes, and boost customer satisfaction?



1- Help customers help themselves


Consumers are increasingly gravitating towards self-service channels to resolve their problems and inquiries—in fact, self-service recently exceeded phone as the most used customer service touch point. Sugar Enterprise and Sugar Ultimate each offer a self-help portal, enabling customers to create cases, upload notes, track case statuses, manage subscriptions, and update account information. They also offer a searchable knowledge base where customers can find FAQs, troubleshooting guides, and product updates. Platforms such as 3CLogic’s contact center software also offer the ability to enable self-service via IVR meus—all of which will help decrease support costs, and boost customer satisfaction.


2- Leverage client data to optimize queue management and call routing


While every customer is important, certain instances may require the need to prioritize specific incoming calls due to the client’s size, the urgency of their need, or their status (i.e. Premier Customer, etc.). When integrated with Sugar, 3CLogic’s contact center solution can automatically prioritize calls in the queue based on the clients’ information stored in Sugar records. It can also intelligently route calls to the individual best suited to address them based on a number of factors, including language, who the customer has worked with in the past, and the complexity of the case/agent skill level.


3- Offer users immediate access to client records and cases


When assessing why certain cases were not resolved on the first call, customer service managers have found that more than half the time, it is due to the agent’s inability to quickly access customer information. But by leveraging Sugar in combination with a cloud communications platform, help desks can automatically populate agent screens with each client’s record and open cases upon every incoming call, facilitating fast and seamless customer support. Users will also have access to click-to-call functionality within each customer record or case for enhanced efficiencies. 


4- Automate the recording and documentation of calls


Less than ten percent of interactions are entered into the typical CRM, largely due to the fact that it is an extremely time consuming and manual process. And this lack of interaction data can inhibit service rep and managers’ ability to adequately understand previous as well as existing client issues. But by using a solution such as 3CLogic’s telephony platform, businesses can automatically save all call recordings and call details within each Sugar record or case, enabling reps and supervisors to better understand each customer’s service history. Call recordings can also be used by managers for coaching, and quality and training purposes.


5- Measure, measure, measure


The only way to truly understand how your customer service team is performing, how satisfied your customers are, and what product or process changes need to be made, is by properly documenting all case information, interaction details, and customer feedback. Thanks to Sugar, this is quite easy to do using its reporting Module, offering actionable business intelligence including support team responsiveness, customer satisfaction scores, and incident frequency. Combined with call center data, managers can gain a better understanding of their team’s efficiency and where improvements should be made to cut down support costs and improve CSAT scores.


Like what you've read? Check-out 3CLogic's listing on the Sugar Exchange for more information on our advanced Computer Telephony Integration (CTI) for Sugar!   3CLogic by 3clogic | SugarExchange 

We are happy to announce the latest upgrade of Analytic Reporting Tool PRO version with the following new features added:

  • You can add your own formated Excel templates
  • New chart type: Area chart
  • Additional filters: team, # of passed weeks, months, quarters
  • Permissions to edit selected filters for read-only users
  • Calculated function impovements

In case you have missed previous upgrade this summer, this upgrade also contains:

  • Functionality for adding data from CRM system history audit to your report
  • Additional module adding option to already created reports

Please read detailed visualized instruction for more detailed information.

Adding your own formatted Excel template Area Chart

Sales has always been equated to a numbers game. In fact, the average sales rep makes eight dials per hour for over six hours to set a single appointment, a reality that can quickly demotivate even the most qualified and hardest working sales teams. But with the help of Sugar and a few other tools and tricks, sales teams can quickly put the odds back in their favor to increase both contact rates and conversions, all while making their lives significantly easier.


Check-out our top five sales hacks for Sugar:


1) Contact prospects from their own local area code: The first step towards any successful sale is getting in touch with the prospect. But when considering the fact that 80% of consumers are extremely unlikely to answer a call from a toll free or unknown number, this can often be one of the most challenging. Using local presence dialing technology, reps can automatically reach out to prospects from their own local area code (as accessed directly from Sugar), a tactic that has proven to increase contact rates by over 400%. A simple yet extremely effective means of getting reps in front of more potential customers.


2) Reach out to inbound leads FAST: No matter
where leads are coming from, whether it be through a landing page, web form, online chat, or email, following up in a timely manner is extremely imperative. In fact, for web generated leads, following up within five minutes increases the likelihood that they will convert by nine times. By using a multichannel communications platform, seamlessly route leads from any source to the rep best suited to meet their needs within a matter of seconds, drastically enhancing lead-to-call and the likelihood of a successful close.


3) Don’t hesitate to use an auto dialer: More than half of a sales rep’s time is unknowingly wasted on unproductive prospecting—looking up the prospect, manually dialing their number, waiting eight rings with no answer, and repeat—sound familiar? And for certain large outbound campaigns with hundreds or even thousands of prospects to call, this is simply not an efficient use of reps’ time. Using statistical algorithms, predictive dialers will automatically contact prospects while reps are busy finalizing a call, putting them in touch only with those individuals who answer to minimize the time spent between interactions and improve agent productivity.


4) Have the prospect’s information ready: More than half of consumers believe that sales reps are poorly prepared or not prepared at all for their initial meeting. And the problem is not necessarily that they do not have information about these potential customers, but rather that they cannot access it quickly enough when juggling outbound prospecting and data management. But by integrating Sugar with an advanced communications platform, automatically populate reps’ screens with each prospects information upon every call and sync call recordings and details within their record, ensuring every pitch starts off on the right foot.


5) Don’t forget to follow-up (or automate follow-up): Eighty percent of sales require at least five follow-ups before a successful close—yet almost half of sales reps give up after just one. While a larger portion of this rests on the shoulders of the representative, proper integration between Sugar, call center software, and marketing automation can help automate lead nurturing, triggering actions in workflows and scheduling follow-up calls on agent calendars. Just a simple way to keep reps on track, and prevent leads from slipping through the cracks.



Like what you've read? Check-out 3CLogic's listing on the Sugar Exchange to see how our advanced Computer Telephony Integration (CTI) for Sugar can boost the success of your inside sales team: 3CLogic by 3clogic | SugarExchange 

Why every modern marketing organization needs CRM, marketing automation and social media platforms

Every marketer and marketing team constantly asks themselves: How can we be more strategic and effective in everything we do?


The (long) answer: Target the right people with the right message, convert them into leads, move them through the funnel and ensure sales picks them up and closes the deal effectively. Easy, right?


There’s a lot of moving parts within long winded answer, and it typically isn’t a clean, linear journey, especially in the B2B world. But accomplishing the objective of being more strategic and effective throughout is within reach - with the right technology in place of course.

Modern marketing technology is successful when you stick to the core three

According to The Chief Marketing Technologist’s 2016 Marketing Technology Landscape, the marketing technology field is now brimming with 3,874 martech vendors, almost twice as many as last year. So within such a crowded field, how do you know what is “the right technology” for your business?


The short answer is that it depends on the maturity of your martech stack. To elaborate, exactly what you need will differ depending on what you have currently and what your initiatives are. But you can’t (or at least definitely shouldn’t) go anywhere if you don’t have the core three technologies in place: CRM, marketing automation and social media platforms.


These three technologies lay down the foundation for everything listed above that you need to accomplish. Each piece individually wields a lot of power, but taken together they create an impressive force - The Marketing Technology Triumvirate.

How the
Marketing Technology Triumvirate powers modern marketing

The most common marketing initiatives in today’s world:

  1. Engaging with leads in new ways and on new channels, and doing so more effectively by delivering the right message to the right person at the right time.
  2. Driving more qualified leads to sales, prioritizing those leads and helping sales close the deal.
  3. Measuring effectiveness and ROI.


While that may sound like a tall order, many teams are fulfilling it with the backing of the marketing technology triumvirate. The seamless combination of these three solutions can provide unprecedented insight into how each lead moves through the buyer’s journey and their specific needs at any given point in time.


A social media platform allows you to identify and participate in conversations that are relevant to your brand or area of expertise. You can then feed any information about social engagements into your marketing automation and CRM platforms to keep track of this history. Your  marketing automation platform also gives you the ability to engage with leads via email campaigns, form downloads, demo requests, etc. and track their behavior across landing pages, events, webinars and other online venues making your total outreach more relevant. Follow this up with a marketing automation and CRM integration centered around a common lead scoring process and you can improve the alignment between your marketing and sales teams, ensuring that no lead falls through the cracks in the hand off. This combo of technology greases the wheels to keep these types of processes moving.


These three technologies also capture metrics across each activity, providing you with another type of insight into the effectiveness of your efforts. By reviewing this data regularly, you can determine what works well and what doesn’t and make more informed decisions about how to structure your campaigns and other activities moving forward.

Any sound digital marketing strategy boils down to the triumvirate

Once you have the core three in place (and properly integrated), there are plenty of other technologies you can add to the mix to work alongside the triumvirate and supercharge your efforts even more. However, to truly maximize the benefits that additional technologies have to offer, you must first have CRM, marketing automation and social media platforms in place. They provide the base off of which everything else will grow.

If you have questions for us about how to add marketing automation and social media to your current CRM technology or just want to learn how the triumvirate can impact your business, please visit

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