Sugar CRM and IoT: The Synergy That Will Drive the Next Level Customer Experience

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Sugar CRM and IoT: The
Synergy That Will Drive the
Next Level Customer
Experience
According to Gartner, there will be more than 25
billion connected things by 2020. It means the Internet
of Things is going to be a huge connected network
between people­to­people, people­to­things, and
things­to­things.
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It is not only connecting with us more, it is also
changing the way we live. Whether we prefer to notice
it or not, yet IoT is transforming our surroundings and
will keep on doing it.
Now, let’s talk about CRMs. In earlier days, the focus
of CRMs was to reduce the cost around customer
acquisition, retention, and servicing them. Now, it has
customer portals that look after saving time and
resources along with cost cutting. It also strives to
provide quality of services to customers. Sugar CRM
facilitates enterprises by enabling them to build
customer portals to better their engagement. Suite
CRM is built on SugarCRM community version, which
also builds dynamic SuiteCRM Customer Portal.
Blending Automation with Convenience
So, IoT is changing the way people live and Sugar
CRM is changing the way enterprise work. Now what
if they both work together?
This synergy will create an environment of predictive
and preventive functionalities that send alert for future
actions.
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Such a system will notify your customers in advance
before they face any problem and provide a service or
solution to the issues they might face in the near
future. IoT will decode the buying pattern of the
customer in real­time, and it will help the SugarCRM
Self Service Portal or application to include them in
the right marketing campaign.
Is it possible?
Yes, it is possible to use 'Internet of Things' and
integrate it with SugarCRM Customer Portal and
applications.
The major three components of IoT can generate huge
benefits for organizations if it works in sync with CRM.
These three important components of IoT that your
Sugar CRM solution can optimize are:
• Sensors
• Wireless Internet Connectivity
• Computational Capability at the Device i.e. Data
Processing Capability
Gartner researched recently about the drivers of a
CRM applications. In that study, the most important
attributes were:
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Mobile, Cloud, Big Data and Social Networking
capability. Further, that study says that Internet of
Things is going to be the fifth driver after these four.
Exemplifying the Ease of IoT and
SugarCRM
Consider a scenario of a hearing aid company. The
hearing Aid Industry has become more advanced. Now
it is trying to introduce innovative features in their
product lists.
Examples could be longer battery life, Bluetooth
compatibility, noise reduction. It is also introducing
products for controlling your hearing aid device
through smart phone, etc.
Let us take few scenarios from this company. It will
help us to understand how IoT helps in providing
services to customers, with the help of IoT and its
integration with CRM.
3 Different Scenarios Where IoT is
Taking the Customer Experience to The
Next Level.
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• A customer’s hearing aid instruments battery is
malfunctioning. There is a need for it to replace
that within next few days. Here IoT will notify
about the status of the machine. This will allow
the staff to inform the customer proactively and
update him. They can communicate with them
that the instrument’s battery is having some issues,
and it needs replacement soon. It will help a
customer to replace the battery, and they will not
face any problem while using the product.
• A customer’s hearing aid instrument is under
warranty period and not working properly. Again,
IoT will help the company to know about this
issue.
Hence, the customer service representative can call
the customer and talk about it. Or they can
straight away replace the instrument since it is not
working properly and it is under warranty period.
• The customer is not using certain new
incorporated features of an instrument because of
some reason. Here, IoT analytics will come into
the role and will raise an alert. Now the support
team can call and ask for a session or training.
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So that he/she will get awareness of those new
features and customer can start using it.
How SugarCRM Takes These IoT Alerts
for Next Level Customer Experience?
In all these scenarios, how the company official will
get to know about all the issues? That is because a
sensor placed in the hearing aid instrument sends
notifications to the central application. It creates an
alert in the system that there is some issue with the
battery or instrument, and needs replacement. As
being an open source, SugarCRM can render IoT alerts
in different ways with flexibility. These are,
• Company can design their Sugar CRM application
to share this data. It can also trigger some
informative information that certain features of
the product are in use for a single time.
SugarCRM application will integrate this
information and will send a notification to the
staff.
• The flexibility of Sugar CRM will also allow you to
render this information in another manner.
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It also drives the system to
generate a service case where the system will
register a support call automatically to the
customer. The system will assign it to a service
representative automatically, who will make a call
to the customer to update the problem, or ask for
other services.
In any of the way, a customer will be happy that the
Product Company is taking a preventive action, and
providing service promptly before they face any issue.
It will help you to gain the customer’s confidence in
your services, products, and increase their satisfaction
level as well.
Apart from this, IoT with SugarCRM can also help
sales and marketing functions in multiple ways. Realtime
data generated by IoT will you to help
understand in numerous ways. It will tell you usage of
the product, buying patterns of the customer,
opportunities for cross­selling and up selling, deciding
flexible pricing, etc. Your sales team can analyze the
IoT generated data to decide future campaigns by
knowing the right customers.
It will help them reduce the cost in terms of market
research.
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This data can also help the marketing function to
identify those customers, who are not using your
products anymore. For such customers, you can run
separate campaigns, or invite them for trade shows
and product launch programs, and try to retain them.
So, why wait? Leverage the power of IoT and Sugar
CRM and get the best out of your business. It will
make the work flow faster and user friendly. This will
also stay helpful for your staff and assist them to boost
their productivity. If you wish to know more about
such future app or share your views about it, feel free
to reach us!
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