SugarCRM is releasing a new experience that it claims fuses simplicity, mobility and social aspects of a consumer app with the business process optimization of conventional customer relationship management (CRM). The all-new Sugar UX hits the market today and can be used by many in an organization, including  salespeople, marketers, customer support agents, receptionists and executives.

Solution Breakdown

When asked what makes this solution unique, Lila Tretikov, SugarCRM's chief product officer, told CMSWire, “We think about our users first and making sure they love the tool — after all they use it every day. We focus on what they need every day, every minute. We don't forget the basics: Who? When? What? Who do I need to talk to? When do I need to talk to them? What do they need that I can provide? Without those basics, CRM cannot deliver on the next level: transparency, predictability and efficiency of the business and is often doomed for failure. We lay that foundation first and the rest is history.”

Sugar UX includes:

  • User-first design. The latest version of Sugar offers enhancements including inline editing throughout the system, streamlined visual forecasting and enhanced data quality and de-duplication across multiple devices such as PCs and laptops, or tablets and smartphones
  • Advanced contextual intelligence. Users can gather contextual intelligence about every individual contact, company, lead, case, and opportunity using data such as financials and enterprise resource planning to third party applications and social channels such as Box, Docusign, Dunn & Bradstreet, IBM and Hootsuite.
  • Enhanced collaboration. Users can collaborate with context-sensitive activity streams embedded into the user interface and find the most relevant insight into the account, contact, lead or opportunity being viewed.

customer experience, SugarCRM's New CRM Experience Focuses on Individual

Why This Product?

CMSWire asked Tretikov to define this product’s “wow factor.” She answered by citing the provider’s “2-for-1” effort.

“Sugar gives back more than it takes for every user action,” she said. “Type in a name, an address, a case number — and Sugar will tell you things about it that you want to know before getting on that next phone call. Traditional CRM is one in, one out: you get back what you have put in. Sugar is one in, two out.”

Martin Schneider, head of product evangelism for SugarCRM, told CMSWire the new platform helps marketers pool together precise data and actionable data around the individual.

And what pain point does the product solve? CRM today, Tretikov said, is seen as a “management-enforced burden.”

“Sugar instead,” she added, “gives people an indispensable tool that helps them in their every-hour work by giving them timely, actionable information about their customers and prospects. For businesses, it provides a differentiated competitive advantage by enabling them to turn all of their employees into customer experts.”

SugarCRM officials also cited the solution's competitive price point without hidden fees or forced edition upgrades. 

Learning Opportunities

CRM Space Update

Our last look at the Gartner Magic Quadrant for CRM Customer Engagement Centers (CEM) showed a market littered with obsolete business applications. Oracle RightNow Cloud Services, Pegasystems and Salesforce were cited as leaders with Oracle (Seibel), SAP and Microsoft as challengers.

The market, Gartner reported earlier this year, is restricted by applications characterized by weak native cloud architecture. The applications also have poor social media engagement abilities, poor collaboration abilities and are generally restricted by inflexible configuration rules that make them difficult to improve. 

However, the potential market for these applications is huge, and as software-as-a-service (SaaS) makes these kinds of systems easier to deploy, the market will likely expand in coming years.

Gartner predicts by the end of this year 75 percent of CECs will be sourcing some elements in these suites as SaaS, but only 20 percent are choosing SaaS models for complex business processes.

Another Gartner MQ this year — for Sales Force Automation — named SugarCRM as one of six niche players

SugarCRM announced this week it has delivered 16 quarters of consecutive revenue growth, achieving an 80 percent year-over-year revenue growth and profitability in the third quarter of 2013.

In August, BroadVision and SugarCRM announced integration between BroadVision’s Clearvale collaboration solution and SugarCRM’s cloud platform.