SugarCRM CTO Clint Oram Make Every Customer Experience Extraordinary – Business Intelligence Info

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ClintOramcofoundedSugarCRMin2004andisoneoftheoriginalarchitectsanddevelopersoftheSugarapplication。

Asthecompanyschieftechnologyofficer,hecurrentlyleadsSugarCRMscorporatedevelopmentstrategyandalliancesteams。

SugarCRMCTOClintOram

Inthisexclusiveinterview,CRMBuyerdiscusseswithOramsomeofthelatestchallengesandtrendsinCRM。

CRMBuyer:WhatsthebiggestCRMchallengerightnow?

ClintOram:Technologyischangingthewaycustomersworkwithcompanies。

IwantthecompanythatIdobusinesswithtogivemeanswersquickly,andtheyneedtobeinsightfulanswers。

Technologyhasdrivenspeedandrelevancyexpectationsthroughtheroof,andcompaniesofallsizesarestrugglingtokeepupwiththis。

CRMBuyer:Howcanbusinessesbestrespondtothesechallenges?

Oram:Itsacombinationoftechnologyandpeople。

Myhistoricalrootsinvolvepeople,processandtechnologyworkingtogethertosolveaproblem。

Yourelyontechnologytosolveaproblemfast。

ThepartthatIspendmytimefocusingonishowyoureallyhelpthehuman,whosejobitistotalktoacustomer,tohavealltherightinformationonhand,andtohelpthemknowwhattodonext。

Thatswheretheresalotofexcitinginnovationhappeningrightnow。

ModernCRMisatthecenterofthecustomerexperience,anditsCRMtechnologythatpowersthatcustomerexperience。

CRMBuyer:Howdoyoumakesurethatthetechnologyenhanceshumanrelations?

Oram:Thatswheretheartandsciencecometogether。

Ibelieveinaprogressivefuturewheretechnologyenhancesourlives。

Thenextbigtechnologywaveaheadofusisartificialintelligenceandmachinelearning。

Thethingyoucantforgetisthathumansliketalkingwithhumans。

Towipethatawayisadead-endscenario,andthecompaniesthatsucceedinthefuturearetheonesthatleveragetechnologytoenhancehumancontact。

Thisismypersonalphilosophy。

Irefusetobelieveinadystopianworldwheremachineswillreplacehumans。

CRMBuyer:WhataresomecommonCRMmistakesthatyouseecompaniesmaking?

Oram:Technologybyitselfisnotpanacea。

Youcantjustturnontechnologyandexpectmagicalthingstohappen。

Peoplewhoselltheeasybuttonaresellingfalsepromises。

Thisisaculturalchange。

Thisisadifferentwayofdoingbusiness。

Youhavetogetyourpeopleandprocessesaligned。

Whatyouneedtodoissitdownandlookatyourbusinessthroughthelensofyourcustomerandfigureouthowyoustreamlinegettingrelevantanswerstoyourcustomers。

ThenumberofcompaniesthataredeployingCRMtechnologyisradicallylargerthanwhenIgotstartedintheindustryin1999。

WhatwereseeingisthatmoreandmorecompaniesareemployingCRMtechnology,andoftenforthefirsttime。

Anewgenerationofsalespeopleexpectstechnologytoguidethemthroughinteractions。

YouvegotmoreandmorecompaniesemployingCRMtechnology,anditsanewthingforthem。

Theytripoverthemisconceptionthattechnologybyitselfdrivesrevenuegrowth。

Youhavetoinvestinyourpeople,processesandtechnology。

CRMBuyer:Whyisitimportanttoengagecustomersacrossmultiplechannels?

Oram:Asabusinessowner,youhavetobewhereyourcustomersare。

OneofthemostsignificanttrendsinCRMisclienteling,whichmeanshavingaseamlessexperienceintheactofsellinginonlinechannelsdowntotraditionalretailchannels。

Thatstherealityofthefuture。

Inthefirstwaveofe-commerce,wedeclaredtheendofbrickandmortar。

Whatwevelearnedisthatpeopleenjoytheactofshoppingandgettingoutoftheirhouseandgoingtostores。

Iwantthecompanyortheretailertoknowmeconsistentlyacrossplatforms,andIwantaseamlessexperience。

CRMBuyer:WhataresomeotherCRMtrends?

Oram:CRMforenterpriseisshiftingawayfromsystemsoftransactiontosystemsofengagement。

Youneedtohavetherighttoolsandtherightdata。

Whatthatultimatelymeansisthatcompaniesareinvestinginavarietyofclouds。

WhattheyneedisaCRMsolutionthatcanworkinallofthesecloudstrategies。

Customerswanttobeinchargeoftheircustomerdata。

Theydontwanttofeelthattheyrebeingchargedexorbitantfees。

Theydontwanttobeboxedintoonewayofdoingbusiness。

Whatisbusiness?

Wehaveapersonwithaproblemandapersonwithasolution,andyouwanttoconnectthetwoofthemtogether。

Withsomuchofoureconomymovingtowardsservices,itsthequalityofthiscustomerservicethatdifferentiatesonecompanyfromanother。

Iwantsomethingthatallowsmetobeuniqueanddifferent。

Iwantsomethingthatletsmegettomycustomerdata。

Weliveinaworldofmassivedatainformation。

LegacyCRMprovidershaveoutdatedtechnologies,andtheyrehavingtomovetonewones。

CRMBuyer:WhatsinthefutureforCRM?

Howisitevolvingandchanging?

Andhowcancompaniesadapt?

Oram:ModernCRMisaboutempoweringtheindividualtogettheirjobdonebetter。

Thewayyoudothatistomakeeverycustomerexperienceextraordinary。

Allofthattogethermakesyourpeoplesmarter。

ThewaythatIsimplifythisistostepawayfromthetechnologyforamoment。

Putyourselfintheshoesofyourcustomer。

Understandwhatyourcustomerislookingfor。

Makeyourcustomerslifeeasier。

Thatstripsawayallofthecomplexity。

Itgivesyoualaserfocus。

Itletsyoualignallofyourtechnologyandpeopleonaverysimplemission。

FreelancewriterVivianWagnerhaswide-ranginginterests,fromtechnologyandbusinesstomusicandmotorcycles。

ShewritesfeaturesregularlyforECTNewsNetwork,andherworkhasalsoappearedinAmericanProfile,BluegrassUnlimited,andmanyotherpublications。

Formoreabouther,visitherwebsite。

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