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Partner Corner

3 Posts authored by: Maulik Shah

Not long ago, customer service was all about telephonic customer support and call center agents. But In today’s fast times, people do not want to wait for hours on toll free numbers and deal with clueless call center agents to get their issues resolved. Online chat support, even though online, still follows traditional approach to support and requires agents.


Online self support, on the other hand, is an alternative approach to the traditional forms of customer support and if implemented well, can definitely complement your existing support system, if not entirely replace it. 

One of the best ways of providing online self support is through a self service customer portal. Especially one that integrates seamlessly with your existing SugarCRM system to fetch or update all your existing customers data.
In this blog we will understand how such a portal will help you provide a better customer experience as well as reduce operational costs for your business.

Bring Down Operational Costs

As explained above, such portals are a great cost cutting tool. Across industries, empowering customers to do stuff on their own without any manual involvement has been a great way to cut costs.

Empower Customers With Knowledge

Self service portals not only solve the current problems of the customers, but also equip them with enough knowledge to solve their future queries as well. A well documented knowledge base goes a long way in preventing any future complaints or issues because the customers already have answers to their questions.

Create a Close Knit Community

Opening a forum in the portal can create a very useful community where customers can help each other on their own without the involvement of any company employee. Not only does it solve issues, but also creates bonding amongst the members.

Create a Personalized Experience

The usage patterns of customers can be easily tracked in the customer portal and combined with their personal info, a personalized portal experience can be provided to them. For example, the sections of the portal that are most relevant to the customer can be presented upfront along with greetings for important days like birthday, marriage anniversary, etc. Such small measures can go a long way in creating a “wow” experience for customers.

Get More Customer Recommendations
Satisfied customers will go out of their way in recommending products and services to other customers. A successful customer portal will enhance you brand image and create positive vibes.

Cross-Selling/Up-Selling Opportunity

Based on the customer's’ previous interactions, products or services matching their requirements can be presented to them in the portal. Thus creating avenues for cross-selling and upselling.
Creating a customer portal doesn’t necessarily have to be a costly or complicated project. At Biztech, we have used the power of SugarCRM and combined it with the most popular CMS WordPress to come up with a customer portal plugin that is both cost effective and easy to implement.

Sentiment Analysis (also known as opinion mining) is quite a popular term in the current social media age. The explosion of user generated content on social media platforms is a goldmine for brands to understand the sentiment of their customers and followers.
But is sentiment analysis limited to social media monitoring?
To answer the above question we first need to understand what is sentiment analysis. It is all about determining the emotional tone and attitude of customers or users behind their opinions/view about a particular topic or product or brand. The reason why sentiment analysis is so popular in social media monitoring is because social networks are public forums and it is necessary to understand the overall sentiment of people towards your brand to be able to control or even change the sentiment from negative to positive.
But social media monitoring and sentiment analysis using monitoring tools is, by no means, the only way to do sentiment analysis. You can achieve the same goal, perhaps in a much better way, by conducting sentiment analysis surveys through SugarCRM. In fact, conducting a survey is perhaps the best way to understand the sentiments and attitudes of your customers by directly asking them open ended or opinion based questions, rather than relying on machine learning to mine sentiments from social comments. Machine learning can only interpret words but not the context in which they are spoken.
So how do you conduct sentiment analysis surveys in SugarCRM?
Here is a simple three step process to do this.
Step 1: Figure out a way to conduct surveys in SugarCRM.

Conducting survey within your SugarCRM system has many advantages over general online surveys. To do this you can either use a general web based survey tool and integrate it with SugarCRM using a compatible integration solution or use a survey tool like Survey Rocket, which is built specifically for SugarCRM and doesn’t need any third party integration tool.
Step 2: Prepare a sentiment oriented questionnaire.
If you want to understand your customers’ sentiment towards your products and services you can straight away ask them about whether they are satisfied with your products or not. But such a question will not give you an idea of the degree of satisfaction, and hence, will not help you in getting a sentiment score.
So your questionnaire for sentiment analysis should be different from any satisfaction survey. For example, you could ask a question like:
How satisfied are you with our after sales support?

And provide answer options like:

  • Disappointed
  • Somewhat Satisfied
  • Satisfied
  • Very Satisfied
  • Delighted



You can assign a numerical value to each option for getting a sentiment score - positive integer for positive emotions and negative integer for negative emotions. You can also ask customer to rate you on a numerical scale, but keeping words as options gets better results as words can be easily associated with emotions and hence you will get more accurate responses.

Step 3: Send out the surveys and analyze the results.
Send out the survey to the right set of people whose attitude you want to understand. And once you have got all the survey results you can add up all the scores from individual questions in your survey and the consolidated score for each customer.
As you would have realized, in the above process, the key is to frame the right set of questions. The more variety you have in your questions and the associated set of answers, the bigger range of emotions you will be able to capture in your survey.

One of the best ways you can enhance customer satisfaction is by understanding exactly what they want from you as a business. Surveys can be very helpful in this regard. They can give you valuable insights about your customers at each stage of their purchase journey and help you not only close more sales but also increase satisfaction levels for your existing customers.


But unless you have a survey solution that is integrated to your CRM, you can really benefit from the tons of customer data you always have, not to mention the hassles of collating all the contact details all over again and send them standalone surveys. And once you get all the feedback you wouldn't know how best to make use of that data, because it wouldn't be available automatically in your CRM.regnum_picture_1461258157329556_normal.jpg


Keeping this point in mind, we at Biztech, came up with a survey tool that works from within your Sugar instance and is a complete survey solution for Sugar.


So why should you have a survey tool in your SugarCRM?


Here are 5 great reasons why you should.


  1. Make the best use of all leads, opportunities and customers data to send surveys instantly to people who matter the most for your business.
  2. Get real time feedback from your contacts anytime you want to make a critical business or marketing decision.
  3. Solve customer complaints (through the survey feedback), even before they actually register a complaint.
  4. Let the right team member act on any actionable insight obtained from the survey. An integrated survey tool automates this whole process.
  5. With a CRM integrated survey, even if the wrong person fills out the survey and gives feedback, you know who the real decision maker in that organization is and proactively reach out to them with your solution.    


No matter what kind of survey you conduct, if it integrates deeply with your SugarCRM you can make your CRM data work to conduct better quality surveys. Conversely, the data from your surveys can be used to service your customers better if its part of your CRM system. CRM and feedback surveys share a symbiotic relationship that can benefit your organization as a whole.

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