SugarCRM sweetens CRM offering with new social capabilties

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SugarCRM has announced social will be playing a pivotal role in the latest revisions to its CRM platform.

Showcased at the firm’s annual customer, partner and developer conference in New York this week, Sugar 7 will bring new capabilities for users at the coalface of customer service. An embedded Intelligence Panel provides a 360-degree view of the customer from a single screen, with the aim to quickly provide users with customer information for more intelligent one-to-one interactions.

Additionally, each dashboard can be personalised for every user to show internal and external social information about a client. Rather than show conversation feeds – like traditional social networking tools – Sugar 7 can monitor customer activity and collaborate accordingly, and then filter, tag, follow and share information.

Larry Augustin, CEO of SugarCRM said: “Social, mobile, and Cloud computing are fundamentally changing how people interact with their customers, and ultimately the nature of CRM. The Sugar 7 solution departs from CRM software’s traditional focus on internal management of the sales team.

“Sugar 7 focuses first on the needs of the user who interacts 1-to-1 with the customer. By leveraging a smart, fast, social customer engagement platform, every customer-facing professional across the enterprise knows their customer better, does their job better, and delivers a consistent, superior experience. Every Customer. Every User. Every Time.”

Paul Greenberg, president of The 56 group, LLC, and author of the best-selling book CRM at the Speed of Light, added: “SugarCRM understands the new rules of customer engagement – and as such, is aiming to help its users create meaningful experiences that add value for the customer.

“It is refreshing to see a renewed focus not only on the customer at every point of contact, but also the CRM end-user – whose experience is just as important in making 1-to-1 connections matter in the larger context of helping to personalize mass engagement.”

Sugar 7 will be generally available this summer. recently caught up with Augustin to find out what was behind the decision to dismiss a number of executives as well as the company’s serious move into the enterprise market.

“We now find ourselves in a much easier position to sell to the enterprise and we have moved upmarket as part of that in the past year. In moving to the enterprise, we're going to continue that trend of selling to larger customers,” he explained. 

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