Last summer SugarCRM rolled out their 3 pillars. These were to be the core tenets upon which they would build their value proposition and differentiation. Recently the pillars were updated to include a 4th pillar "lifetime commitment to customers". Due to this, now more than ever is a relevant time to analyze these pillars to see if they are differentiators or not. It has long been thought that Customer Relationship Management (CRM) is dying and on it's way out. But if Sugar can bring new life to the CRM ecosystem I think we all stand to benefit.
#1: No-Touch Information Management
The No-touch Information management pillar really places a focus on questioning if companies can better save the time of sales representatives. Essentially, do they need to manually enter a ton of information or can we get them better information by pulling it from a more authoritative data source? No-touch information management will take advantage of third party data, casting a wide net to find all of the rich sources of information and data that can be pulled in. This allows SugarCRM to create a really rich value ad experience for the sales rep and not just a different place to store data.
#2: Time-Aware CX Platform
The second pillar that Sugar unveiled surrounded offering a Time aware CX Platform. A traditional CRM system only gives snapshots of data at a specific time. As an example, your CRM can tell you what the value is of all of the deals you've closed to date this year or the sales stage an opportunity is in. These snapshots do not give enough context to show important changes your CRM is going through. Having a time dimension added to the relationships allow us to be able to understand where our pipeline stands today, compared to where it stood three months ago. You can combine getting time aware context and with machine learning and AI to produce actionable insights. This will give you answers to questions, that you haven't even had a chance to ask yet.
#3: Continuous Cloud Innovation
For the next pillar, Sugar has decided to focus on being the very best they can at helping companies to build strong relationships and giving them tools to support their processes. To do this they're not gonna get into the field of cloud infrastructure themselves. Instead, Sugar will take advantage of web services that have already been perfected by other companies like Amazon. Through a deep partnership with Amazon Web Services (AWS) Sugar has the ability to focus all of its resources on doing the right thing for its customers rather than focus on managing infrastructure. This means building tools that help customers to build extremely strong and mutually rewarding customer relationships.
#4: Lifetime Commitment to Customers
The fourth and final pillar Sugar revealed is a continuous lifetime commitment to their customers. What this means is when you're working with Sugar, they are defining their success based on their customer's success. Here at MasterSolve, we think that is very important because as we mentioned before we're in a world where we're questioning whether CRM, as we know it is dead. Most of that comes from the fact that technology companies have said, "Hey, we're providing the tech and the rest is up to you" which can lead to lack of confidence, distrust and gouging over time.
When you start using a system, put a lot of information into it and incorporate it into your production processes you're putting a lot of trust in the technology provider themselves. You want to know that they're on your side and will stand by you for the long term. The fact that Sugar is defining their commitment to their customers as being one of their four pillars, and one of their key success criteria means that it's not enough for them to just build a good tool. Sugar wants to make sure that you are empowered, and that you have the resources necessary to actually be successful in adopting the tools they provide.
After analyzing the four pillars that Sugar has released we believe they are not more marketing fluff but instead a True Differentiator. Overall, the goal of Sugar is to help you perfect, and optimize your customer relationships so that they're mutually rewarding. By providing no-touch information management, a time-aware cx platform, continuous cloud innovation and a lifetime commitment to customers these four pillars will greatly assist in achieving the goals that Sugar has laid out for themselves.
MasterSolve is a business and technology consultancy with offices in Toronto, St. Louis and Montreal. We are your trusted business partner with expertise in Customer Relationship Management (CRM) and Marketing Technology (Martech) solutions. We live and breathe CRM and process improvement, we use a combination of best practices and common sense to help you find, implement and support, the software and technology you need to run your business and meet your goals.