![“We believe more [companies] will adopt a Social CRM
approach as their programs mature and they make use of
enabling technologies that integrate traditional customer
data with data captured via social media.”
‐IBM Social CRM Study](https://image.slidesharecdn.com/webinarpresentationslidesclientexperience-socialcrmfinal20140410-140416155046-phpapp01/75/Creating-Exceptional-Customer-Experiences-with-Social-CRM-IBM-SugarCRM-and-Highland-Solutions-10-2048.jpg)
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IBM’s Social Business Transformation
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Creating Exceptional Customer Experiences with Social CRM [IBM, SugarCRM and Highland Solutions]
The document discusses the importance of social CRM in enhancing customer experiences and the integration of social technologies with traditional customer relationship management systems. It highlights the collaborative approach needed for engaging customers at various touchpoints, illustrates the benefits of using IBM and SugarCRM solutions, and emphasizes the role of employee engagement in delivering value. Key insights include statistics on customer behavior, the necessity for a seamless information flow, and an invitation to attend SugarCon for further discussion and demonstrations.
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Creating Exceptional Customer Experiences with Social CRM [IBM, SugarCRM and Highland Solutions]
- 1. Creating Exceptional Customer Experienceswith Social CRM
- 2. Christopher Crummey Worldwide Directorof Sales for Social Business and Exceptional Digital Experience at IBM Clint Oram Co-founder and Chief Technology Officer of SugarCRM Scott Taback Vice President of Business Development at Highland Solutions Laurence Leong Senior Director of Strategic Partner Marketing at SugarCRM
- 3. Agenda Engaging Customer2.0 and the benefits of being customer-centric Creating a consistent client experience from administration to sales Putting the "i" in CRM (hint: it's about the individual) Empowering employees with integrated social business technology A Day in the Life of the Digital IBMer using Social CRM IBM’s initiatives to meet customer needs in the social business space New SugarCRM integrations for IBM Connections, Notes and SmartCloud for Social Business How IBM, SugarCRM and Highland Solutions can create value for your clients leveraging social business technologies
- 4. Scott Taback Vice Presidentof Business Development Highland Solutions
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- 8. 55%of B2B survey respondentssearch for information on SOCIAL MEDIA 70% of the buyer’s journey is complete before it gets to sales Business.com Study
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- 10. “We believe more[companies] will adopt a Social CRM approach as their programs mature and they make use of enabling technologies that integrate traditional customer data with data captured via social media.” ‐IBM Social CRM Study
- 11. On Social CRM Customer Relationship Management isa technology platform that enables businesses to centralize client account information, including contact details, engagement history, purchasing/sales data and relevant documentation. Expanding CRM technology through new business rules, workflow, processes and social characteristics, with the goal of engaging the customer in a collaborative conversation to provide mutually beneficial and trusted value. -Paul Greenberg
- 12. Social CRM Impact Collaborative sellingenvironment Sharing of best practices, etc. Holistic view of client interactions Promotion of relevant content Consistent client experience Ideation and business development Account expansion strategizing Customer-driven engagements Proactive customer interaction Focus on interaction Dynamic content Customer chooses the mode and timing of communication Create a feedback loop!
- 14. Clint Oram Co-founder andCTO SugarCRM
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- 22. Our Focus: Innovation and Value Sugar UX™ Designed forthe individual Ubiquitous experience on all devices Relevant insights on every screen Open, extensible integration architecture Sugar PurePrice™ Clear and simple pricing Range of editions to meet your needs No hidden fees or forced upgrades Deploy it your way
- 23. Sugar Innovation and Value Extends to IBM Collaboration Environments • Integrated user experience between Sugar, Notes, Connections, SmartCloud for Social Business • No‐charge plug‐ins and connectors •Deploy it your way – on‐prem or with SmartCloud for Social Business Sugar + IBM Collaboration Solutions help customer‐ facing individuals be more effective
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- 25. [Title] IBM’s Social BusinessTransformation @ccrummey
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- 29. SOCIAL IS ORGANIC,LIVING & BREATHING EXPERTISE LOCATION WISDOM OF THE CROWDS SPEED ENGAGED EMPLOYEES CUSTOMERS ATTRACT MAINTAIN TALENT NETWORKS
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- 41. Hootsuite Integrated withConnections & SugarCRM
- 42. Laurence Leong Senior Directorof Strategic Partner Marketing SugarCRM
- 43. SugarCRM works seamlessly with IBM Connections, Notes, and SmartCloud for Social Business to provide a complete social CRM solution for every customer facing individual Insurance example: Anna, insurance agent – 1,000+ Customers – 100+ Products – 50+ Interactions / Day – Low Margins, High Volume – Uses IBM Connections, Notes, SmartCloud for Social Business SugarCRM and IBM
- 51. Home Value Campaigncall script.docx Home Value Campaign call script.docx
- 54. Anna Bauer Anna Bauer- Contacts
- 55. Anna Bauer Anna Bauer- Contacts
- 56. SugarCRM + IBM provides a complete social CRM solution – Designed for the individual –Presents the right information, in context, at the right time – Seamlessly integrated into social collaboration tools What you saw – Sugar information seamlessly presented in the tool of Anna’s choice: Connections – Anna leveraged the expertise of her colleagues through Connections Communities – Anna had the right information at the right time through Sugar – Easy for Anna to immediately compose a followup email through Notes Happy Employees + Happy Customers = More Business! Recap
- 57. SugarCRM Connector for IBM Connections – Files, projects and tasks, updates, discussions, community integration –NEW support for IBM Connections 4.0 and 4.5 with Sugar 7.x SugarCRM IBM Notes Plug‐in – Email, calendar, contacts integration – NEW support for IBM Notes 8.5 and 9.0 with Sugar 7.x – NEW support for SmartCloud Notes – NEW simplified installation and deployment – NEW customizable user interface SugarCRM Connector for IBM SmartCloud for Social Business – Meetings and documents integration Additional integrations such as surfacing SugarCRM function in Notes sidebar can be custom delivered SugarCRM and IBM Collaboration Solutions
- 58. Join us at SugarCon April 28 – May 1, San Francisco The premier event for SugarCRM customers, users and partners. If you would like to engage Highland Solutions as a partner, please enter our name in the space provided on the registration form. Hear from SugarCRM Alliance Partner and customer, IBM, as they discuss how Sugar has aided their business transformation across their entire global sales organization. Hear and see Chris Crummey describe “A Day in the Life of a Digital IBMer” including a demonstration of IBM’s own Social CRM system. Attend a technical session on the SugarCRM Plugin for IBM Notes and talk with SugarCRM developers and product experts. For more details and to register: sugarcon.sugarcrm.com
- 60. Right now, think: How much time do you spend performing basic tasks? How many systems do you access to gain a holistic view of your clients (from sales to customer service and everything in between)? Are you able to listen to your customers and prospects in a social environment? Are you able to segment data, manage your pipeline, forecast accurately and report on critical KPIs? Are you unable to mirror your processes with the technology(ies) you currently employ? Do any of these pain points sound familiar? Contact us at highlandsolutions.com/company/contact‐us Engaging Highland Solutions
- 61. Christopher Crummey IBM @ccrummey ibm.com Clint Oram SugarCRM @sugarclint sugarcrm.com ScottTaback Highland Solutions @tshapescott highlandsolutions.com Laurence Leong SugarCRM @laurenceleong sugarcrm.com
Editor's Notes
- #2 [Wellesley Intro] Welcome to Creating Exceptional Customer Experiences with Social CRM. A webinar brought to you by IBM, SugarCRM, Highland Solutions and the SocialBiz User Group. Thank you for joining us today.
- #3 Thank you everyone and welcome to today’s webinar. We have a great agenda to share with you today along with some excellent speakers. So why don’t we go ahead and get started.Let me go ahead and introduce you to today’s speakers. My name is Scott Taback VP Biz Dev from Highland Solutions. Highland provides consulting development and implementation services around web based technologies such as CRM, eCommerce and social business software. We are a SugarCRM and IBM business partner to that end.I’m joined by…….Scott Taback, Vice President of Business Development at Highland Solutions, will discuss the changing customer profile (Customer 2.0) and the benefits of being a customer-centric organization. Additionally, he will talk about the importance of creating a consistent client experience from administration to sales, enabled by integrated social business technologies.Clint Oram, co-founder and CTO of SugarCRM, will discuss how SugarCRM enables every customer-facing professional--every seller, every customer service rep--with the tools to effectively build customer relationships. He will also speak to why CRM is the cornerstone of a client-focused organization, enabling them to provide a unique and differentiated customer experience from every phone call to every visit to the store. Christopher Crummey, Worldwide Director of Sales for Social Business and Exceptional Digital Experience at IBM, will talk about how IBM sellers use social CRM to delight their customers. He will also discuss the latest in SugarCRM integrations to IBM Connections, IBM Notes and IBM SmartCloud for Social Business.Laurence Leong, Senior Director of Strategic Partner Marketing at SugarCRM, will discuss new SugarCRM integrations for IBM Connections, IBM Notes and IBM SmartCloud for Social Business.
- #4 We have a great presentation planned for your, beginning with my review of Customer 2.0 and the benefits of becoming a customer-centric companyand creating a consistent client experience from administration to sales. ThenClint Oram will talk about putting the "i" in CRM (hint: it's about the individual). Followed by Chris Crummey, who will discuss A Day in the Life of the Digital IBMer using Social CRM and IBM’s initiatives to meet customer needs in the social business space. Finally, Laurence Leong will show us some new SugarCRM integrations for IBM Connections, Notes and SmartCloud for Social Business.
- #6 I am going to set up the foundation of today’s discussion by talking about how our Business 2 Business buyers expectations are changing and give some context to why it is important for you to build systems and processes around these chaining behaviors of our buyer. If we don’t have buyers at the end of the day how can we have a business! Customers have "great expectations” when working with us that have been influenced by their experiences in their personal lives. Think of the great companies today that we interactive with daily that provide extraordinary customer experience: Apple, Starbucks, Amazon to name a few. Why do these companies continue to thrive: they have great products and services that consistently surprise and delight us as consumers. They go out of their way to make things streamlined and easy. You as a consumer know what you get when you use an Apple device or order a item from Amazon. These same expectations are now bleeding into our business lives as well. Buyers in the B2B world are much more in-tune with what great customer service and intuitive products look and feel like. For example today as buyers in business expect:Instant Responses on questions through many different channels: Phone, Chat, Text, and even videosConfirmations on delivery and order statusBilling and invoicing that is not complicated yet informative In technology intutative User Interfaces and ease of useThey want to buy how they want to buy not how you sellAll the while our customers are becoming smarter about us and what we offer them. They are no longer at the mercy of a sales person to educate them on your products and services. They’ve formed opinions about you before they even pick up the phone or send an email to contact you. We’ve entered the new era of buying long ago as the web continues to become the source of where we obtain information. In fact, we’ve even dubbed this new age B2B buyer Customer 2.0.
- #7 These are some interesting statistics about today’s buyer. According to a SugarCRM/Harris Interactive Study, consumers are 80% more likely to try new things based on strangers’ suggestions. Think about your own personal experiences. What’s the first thing you do when you want to try a new restaurant or in the process of buying a new or used car? You may cruise through Yelp to read reviews about restaurants or post a message on Facebook asking your friends about cars. It’s a natural thing to do these days and it is just as relevant in business as it is in our personal lives. The best thing you can do is try to capture these discussions on your own website. Take for instance IBM’s own site. Upon doing a search on IBM Server Reviews, the top 5 links in Google all point to IBM’s site where they provide an opportunity for users to rank and talk about their experience with IBM servers. You bet buyers looking to perhaps switch to IBM are reading these reviews. Another important statistic to consider is that 41% of consumers expect a reply within an hour or sooner when they connect online with your brand. If you don’t already do so, you may want to consider giving your customers and those supporting your customers a means to communicate to one another quickly and in the moment by providing chat or self help type features on your website. There are several companies that deliver online customer service solutions such as ZenDesk and Kuyoko that can integrate directly into your CRM to name a few.The next slide I’ll show you a this example of how IBM helps clients with reviews and to provide tools for instant communications on answering questions and providing support.
- #8 Here’s a great example of how IBM satisfies the buyers needs to interact with customers with reviews. You bet they will read these and start formulating opinions about IBM’s products based on these reviews.Also you will see IBM provides several ways for a viewer to connect with IBM to answer questions or provide support. Sometimes just giving a customer the tools on where to find support is all you need to do. Make it easy for your customers to find help.
- #9 So, we know that consumers are more informed. Prior to speaking with a sales person or interacting with your company directly, they’ve read reviews, talked to friends/folks in their network and perhaps reviewed a white paper, a video available online or like you are doing today watching a webinar. The information they are finding in their pre-sales research and experiences are helping them form their expectations of your brand.However, this concept of the informed Customer 2.0 doesn’t only apply to B2C transactions. According to a Business.com, 55% of B2B survey respondents search for information on social media. 70% of the buyer’s journey is complete before it gets to your sales or customer service department. So Think about that for a moment. The influence sales has on a decision has changed. In the past, the sales organization had control over the information—the content and the timing of distribution. That dynamic has shifted. Consumers may in some cases be better educated on the products and services you offer, than your own sales team.
- #10 This is an interesting study done by Savo.Savo is a sales enablement software that integrates with most CRMs that provides sellers the right content at the right time for their buyers. So based on our discussion of the informed Customer 2.0, What does this mean for the 63% of companies that are laggards in providing critical sales information to their reps? How can your reps effectively communicate with the informed customer 2.0 if they don’t have materials they require to educate or reeducate prospects/customers? And, with data silos created by multiple systems and barriers to interdepartmental collaboration, how can they leverage internal information on the prospect/customer? This is where social business plays a significant role and when combined with CRM you can start seeing how it can be a power system for your sales reps to be able to share information and collaborate around customers and opportunities. [RFP/lotto story to emphasize communication silos within the organization.]
- #11 Just to illustrate the sales shift, let’s review the Sales 2.0 concept.[Explain the concept of Sales 2.0 (green line) vs. Sales 1.0 (blue line).]
- #12 Circling back to our earlier conversation on expectations.What are some of the tenants of excellent client experience and customer satisfaction? Do you know if interactions with your services or products evoke any of these feelings or responses?Here are some measurements you can take now to start the conversation about client experience:Frequency: how long does it take to reply to customer reqs? How often to you communicate with a customer, do you follow up after a purchase?Quality: Are your messages clear and consistent throughout the organization? Are you setting and meeting expectations?Substance: Are you helping clients buy vs. selling to them? [Jay Baer]Uniqueness: How do you differentiate your experience from other companies? Mobility/Accessibility: Do you reach out to your customers in the various ways in which they want to engage?
- #13 According to an IBM Social CRM study: “more [companies] will adopt a Social CRM approach as their programs mature and they make use of enabling technologies that integrate traditional customer data with data captured via social media.”
- #14 What is CRM, and how can a social CRM help me improve customer experience?As you many of you may already be aware CRM stands for Customer Relationship Management. CRM has many benefits and it’s not simply for sales anymore. For a sales organization CRM provides a full view of a customer: who they are, what they buy, how your company has engaged with them. It’s a central place for your team to become familiar with a customer upon reviewing their records.But CRM is no longer a tool for just sales. It is now being used for Marketing to segment customers and send promotional material through campaigns such emails, it also can be directly integrated into your website as a lead capture form. It ultimately allows marketing to personalize communications with the right clients at the right time. Customer Service is also utilizing CRM as a way to keep the history of customer interactions pre and post sale. One of the customers we work with, an insurance company, uses CRM to enhance first call resolution so that every person who interacts with a customer knows the history of the case that is being worked on.
- #15 So now let’s add Social to CRM:Social CRM aims to merge your internal customer information (account profiles, past interactions, sales/marketing information) with external customer conversations on social media such as twitter, Linkedin , other post as well as external news feeds such as D&B and hoovers. There are many benefits to integrating Social Feeds into your CRM:In the account record you can see news feeds as they occurNew personnel joining the companyPerhaps an acquisition being made or a even new product that the customer is launchingThis provides a seller “triggers” on reasons to call upon your clients.You also have the ability to “Listen” to social conversation of your customers embedded directly into your CRM:Perhaps a client is providing buying signals in their status updatesOr a client says something which gives you a conversation starter….”I saw your tweet the other day..”Or ultimately your product development organization can start understanding your clients individual needs better by capturing this information and incorporating into their product roadmap.
- #16 Now we are going to switch the conversation to how to take this information that I’ve given you and to make it actionable.
- #17 Clint, you are the co-founder and CTO of SugarCRM. Given the changes in customer expectations that I’ve talked about, what is your view on the role of CRM? And can you comment on how SugarCRM meets these evolving customer needs?
- #18 Sugar is the most innovative and affordable CRM solution on the market. We’re able to deliver this combination of innovation and value through two philosophies: Sugar UX and Sugar PurePrice.[CLICK ONCE TO BUILD]Sugar UX is our design philosophy of creating an immersive experience for the user. Old CRM systems were essentially just form fields in front of a back-end database. Sugar UX is completely different, bringing the consumer experience to the individual so they have an easy to use, intuitive system that allows them to do their job better.We know that today’s workers are mobile (sales and support, marketing, executives) so they expect the same user experience on a range of devices: computers, smartphones, tablets. Sugar delivers the same great user experience, and access to relevant customer and business insight regardless of the user’s device.Sugar’s not just a data entry system, but it gives information back to the user on every screen, so before they pick up the phone or visit a customer, users know what’s going on, what to ask for, and what to be aware of in every customer interaction.SugarCRM has also thought about the different needs of our customers with respect to how they deploy technology. Some companies need their data on-premise, some have legal data management requirements, while others don’t want to deal with the management of a hardware infrastructure. Some organizations have legacy systems that must integrate with CRM. Regardless of the requirements, we have an open, extensible architecture that allows us to deliver the Sugar UX into any environment.Sugar PurePrice reflects our belief that CRM should be available to every customer-facing employee. Sugar pricing is clear and easy to understand, with a range of editions for small businesses all the way to the largest global enterprises. You won’t find hidden fees or forced upgrades. We don’t make you upgrade to a more expensive edition when you reach a certain number of users. We don’t charge extra for basic mobile applications. And, for developers, we don’t charge for the API calls necessary to integrate with external applications or systems. When it comes to deployment, you can choose to have SugarCRM host Sugar in our cloud, or, for the same price, you can manage and run Sugar on your own servers.CRM vendors who charge for functions like API calls or database backups are penalizing you for successfully implementing CRM, which is the opposite of our philosophy of working to bring CRM to as many users as possible.
- #28 Thank you, Clint.Chris, Clint has talked about the role of CRM and how SugarCRM + IBM Collaboration Solutions can meet those needs. You’re an IBM sales exec in IBM Collaboration Solutions, and you yourself are one of many digital IBMers. Can you describe for us how digital IBMers like you are adopting social CRM?
- #47 Thank you, Chris.On that note, Laurence Leong will show us some new SugarCRM integrations for IBM Connections, IBM Notes and IBM SmartCloud for Social Business. Laurence take it away!
- #48 (People rarely start their day in the CRM, so we start outside of it in Connections, but this could easily be an e-mail client as well)Anna starts her dayThis is IBM Connections, but it could just as easily be any email client – take your pickThe point is that, Anna doesn’t start her day in the CRM, she starts it by looking at email… or in this case her activity stream
- #49 (People rarely start their day in the CRM, so we start outside of it in Connections, but this could easily be an e-mail client as well)Anna starts her dayThis is IBM Connections, but it could just as easily be any email client – take your pickThe point is that, Anna doesn’t start her day in the CRM, she starts it by looking at email… or in this case her activity stream
- #50 (People rarely start their day in the CRM, so we start outside of it in Connections, but this could easily be an e-mail client as well)Anna starts her dayThis is IBM Connections, but it could just as easily be any email client – take your pickThe point is that, Anna doesn’t start her day in the CRM, she starts it by looking at email… or in this case her activity stream
- #62 New version (v2.0.0) of Sugar for IBM Notes plug in (v2.0.0 of the plug in)New platform support: now supporting Sugar 7 .x and IBM Notes 8.5 and 9.0New support for SmartCloud NotesSimplified installation with new widget based installation process and removal of removing previous dependency on customizing Notes templateSimplified administration with simplified sync process, new support for all-day calendar event syncing and auto sync improvements. New auto sync for Contacts. Better usability with integration into Notes tool bar and Sugar meta-driven UIExpanded language support adding Simplified Chinese and Spanish (Espana and Laos) New version (v3.0) of SugarCRM connector for IBM ConnectionsNew platform support: now supporting Sugar 7.x with IBM Connections v4.0 and 4.5
- #63 Q: How is SugarCRM meeting the evolving customer needs?Q: How does SugarCRM empower staff on the frontlines to serve clients?As Scott mentioned, customers now control how they find information and how they connect with an organization. Customers will interact with an organization through multiple channels and with multiple individuals – for example, on a web site, through social media reviews like Yelp, through a sales rep or a customer service rep. Customer expect each interaction to be valueable, and consistent. SugarCRM meets these needs by allowing every customer-facing individual in a company – for example a sales rep or a customer service rep - to create extraordinary customer relationships. SugarCRM provides a complete view of the customer regardless of the channel or the individual through which the interaction occurred.Furthermore, I know many of you are IBM Notes or Connections or SmartCloud for Social Business customers. SugarCRM interacts directly into all of these offerings to make customer relationship management easy and seamless. Sales reps can see details about their customer directly from Notes or Connections. They can log call details about a sales call directly in Notes or Connections. They can leverage the expertise of their colleagues through collaboration – all integrated directly with SugarCRM. The good news for you is that there are many joint customers using SugarCRM and IBM Collaboration Solutions together. Here are just two examples. Tollpost Globe, a logistics company in Europe, uses SugarCRM with IBM Connections in their sales and service departments for better sales, efficiency and customer satisfaction. VCC, a construction company in the US, uses SugarCRM integrated to IBM Notes and Domino for project managers to collaborate in the field and see all customer information. And, another customer is IBM itself. You’ll hear about this in a minute.
- #64 Excellent wrap-up, Lawrence. I can see how Social CRM has shifted Anna’s day-to-day strategy. She is more proactive with her client communication, and she has a holistic view of her customer.We’re going to take a few questions from the audience. If we don’t get to your question, don’t worry, we’ll reach out to you individually. You’re also welcome to contact us after the presentation.First question: I am using Notes on-premise, but moving to IBM SmartCloud Notes. Does the Sugar integration work for both? I’ll defer to Laurence on this question.The next question is for Clint. How does CRM differ from Sales Force Automation? Next question: The Expertise Locator that Chris described seems very interesting. Is that available for sale? Chris?The last question: How do I see a demo or get a trial of Sugar integrated to IBM Notes / Connections? I’ll answer that. Contact Highland. We’re happy to set this up for you. (next slide for details)
- #65 How can IBM, SugarCRM and Highland Solutions can create value for you and your clients? Right now, think about the time it takes you to:Perform basic tasks?How many systems you have to access to gain a holistic view of your clients (from sales to customer service and everything in between)?Are you able to listen to your customers and prospects in a social environment?Are you able to segment data, manage your pipeline, forecast accurately and report on critical KPIs?Are you unable to mirror your processes with the technology(ies) you currently employ? Do any of these pain points sound familiar? Contact us! Our service offerings include: custom development, cloud computing, systems integration, ecommerce, social business platforms, and customer relationship management (CRM).
- #66 Follow today’s speakers on Twitter.