Who "owns" CRM in your organization?

RE: Who "owns" CRM in your organization?

Dmytro Chupylka — Tue, 13 Apr 2021 18:35:15 GMT

Hi Jana,

To achieve a Single Source Of Truth (SSoT) about Company-to-Customers collaboration in CRM, we suggest revealing core Sugar platform flexibility advantages by
a) arranging a Timeline module in Sugar with TimeLine Viewer and
b) setting up collecting key events on that Timeline - in necessary context and regardless of origination of the event

Since SugarCRM uses Sugar internally too, it could be interesting to evaluate the benefits of the approach from a Sugar user perspective:
youtu.be/Y7rShO-YNSY

RE: Who "owns" CRM in your organization?

Jana Ferguson — Tue, 13 Apr 2021 14:42:53 GMT

Hi Francesca,

I agree! Everyone should have an interest in understanding and sharing information. I have always found it so interesting when I hear that the department responsible for designing the CRM doesn't use it themselves or that it is viewed as belonging to sales and it's "theirs". Providing great CX is a team sport so to speak, and it takes everyone working together to truly have the best outcomes. It is astounding how many touchpoints there can be with an individual as they go from being a prospect through the customer lifecycle. Without a central source of truth about those interactions so much can be lost, which provides a diminished experience for the customer.

RE: Who "owns" CRM in your organization?

Francesca Shiekh — Tue, 13 Apr 2021 14:03:12 GMT

The Company, should be the answer for just about everyone I would think.

If the ownership is not shared then you start creating islands of information within the company, and you are missing the buy-in from those groups who don't "own it". To me buy-in and ownership go hand in hand, those who do not feel ownership will not buy-in to using the application the way it should be used.

The whole point of Sugar is to create a comprehensive view of the customer so that everyone who touches the customer is aware of The Customer.

I was actually surprised at the direction of splitting the product into Sell, Service and Market. Those cannot be separate from a business standpoint, why should they be separate from a technology standpoint?

FrancescaS

RE: Who "owns" CRM in your organization?

Ronald Hicks — Fri, 09 Apr 2021 16:50:26 GMT

Marketing