We often think of CRM as being a sales tool – entering leads, tracking and closing opportunities, and so forth, but it’s so much more than that. As time goes on and you look at the entire lifespan of your customers, CRM touches (or should) so many roles within your organization. Today I thought I would share how I use CRM as a member of our CX team here at Sugar.
My primary role at Sugar is managing our Adoption team, which is responsible for SugarClub & SugarU. That doesn’t give the full picture though, because much of what we do involves engaging with other teams throughout Sugar to ensure customers have everything they need to be successful. We work closely with our customer marketing team, CSMs, product teams, Voice of the Customer program, and more.
Much of my CRM usage each day (yep, I use CRM at least once every day!) is more of a fact-finding mission than anything else. This might be finding out what product or version someone is using so I can help answer their question in SugarClub or checking on the health or history of an account before replying to a Voice of the Customer survey response. Below are some of my favorite features that I use each day:
- List view filters – these are great for helping me find existing enhancement requests that customers may be asking about or identifying accounts or contacts that meet a particular criteria
- Focus Drawers – this is one of my favorite features we’ve introduced to date. It makes finding information so quick and you’re able to see information in multiple modules at the same time.
- Timeline Dashlet – this is also a newer introduction and gives me a great view into the interactions that have been happening within an account so I can give the most informed response possible when engaging with our customers.
- Active Subscriptions Dashlet – this lets me easily see the current subscriptions a customer has and when they renew
If you are in a non-sales role, what are some of the ways you use CRM & what features help you work more efficiently?