Q & A:Craig Charlton, CEO, SugarCRM
How are you finding current business conditions? The lockdowns across Australia may have stunted the growth of the manufacturing industry, but manufacturers have also pivoted their businesses to ride out the challenging environment. They have also responded to rapid change by shortening their supply chain, placing emphasis on JIT (Just In Time), and creating value for their customers. In general, the pandemic has fundamentally changed how we work and live, and has driven accelerated adoption of digital channels, such as eCommerce and social commerce, across multiple industries. In fact, in the most recent report from Essence Global, 71 percent of Australian consumers surveyed are highly likely to buy from social channels in future and 50 percent have already participated in live shopping and conversational commerce. At SugarCRM, we see more effort from our customers in making the (personalised) customer experience their mandate. CRM is now businesses’ primary source of customer data and information; they can manage their goals, workflows, and processes, as well as continuous communications with customers no matter where they are. With the rise of the digital economy, sales, marketing, and service teams are swimming in copious amounts of customer data to interpret and inform personalised, empathic communications. They need capabilities to help them sift through and find customer insights through that data. Capabilities such as AI-driven sentiment analysis are supercharging CRM functions such as sales, marketing, and service interactions with the insight into each customer’s and prospect’s emotional state and intent. And these AI-driven solutions are doing so seamlessly in the background, sifting through massive data sets across customer channels to help teams on the customer front lines identify the next-best actions and opportunities. More businesses are also starting to understand the criticality of sales and marketing to be in lock-step to win business and support growth. […]