The document discusses aligning a company's CRM system with the customer journey to improve customer acquisition and retention. It outlines the key stages of the customer journey and how different parts of an organization can interact with customers at each stage using a CRM system like SugarCRM. It also provides information on customizing SugarCRM to adapt it to a company's specific processes and integrating it with other tools.

3. CRM360 – The Customer Journey

4. CRM360 – The Customer Journey
Effective Customer Acquisition & Retention is based on configuring and using
your Sugar CRM system in alignment with your Customers’ Buying Journey
How do you do that?
• Align your touch points with your Customers’ purchase decision and lifetime
relationship milestones
• Involve the appropriate people in your organization with the appropriate people
in your Customers’ organization
• Use various types of interactions at the appropriate time (calls, meetings, emails,
social tools, etc.)
• Use automation in your Sugar system to standardize and streamline your
customer facing business processes
• Use Sugar reporting and dashboards to monitor and manage your Customer
interactions and related processes

5. Customer Journey Stage The Customer Your Organization
Awareness & Consideration
Selection & Purchase
Engagement & Satisfaction
Retention & Loyalty
Technology & Ecosystem
Customer is looking for fulfillment of their initial
order or services, getting to know you better,
and hopefully looking for a long term
relationship
You are managing information about the Customer and
interactions with the Customer through Lead, Contact,
Account Management
Customer is making decisions to select the
product, service or solution and finalizing the
purchase process
You are providing information and managing the sales
process through Quote, Opportunity & Pipeline
Management
Customer is looking for a specific product,
service or solution and considering options
You are delivering the initial products or services and
building the customer relationship through Contact,
Account and Project Management
Customer is looking for ongoing service &
support, and for additional products or services
to meet their needs
You are providing ongoing service & support, selling
additional products & services, and continuing to build the
customer relationship through Contact, Account & Cases
Customer is looking for timely & accurate
information and wants to you to be easy to
work with
You have systems/automation in place to promote ease of
doing business and to provide relevant & timely
communications that provide value

6. Customer Journey Stage The Customer Your Organization
Awareness & Consideration
Selection & Purchase
Engagement & Satisfaction
Retention & Loyalty
Technology & Ecosystem
Customer is looking for fulfillment of their initial
order or services, getting to know you better,
and hopefully looking for a long term
relationship
You are managing information about the Customer and
interactions with the Customer through Lead, Contact,
Account Management
Customer is making decisions to select the
product, service or solution and finalizing the
purchase process
You are providing information and managing the sales
process through Quote, Opportunity & Pipeline
Management
Customer is looking for a specific product,
service or solution and considering options
You are delivering the initial products or services and
building the customer relationship through Contact,
Account and Project Management
Customer is looking for ongoing service &
support, and for additional products or services
to meet their needs
You are providing ongoing service & support, selling
additional products & services, and continuing to build the
customer relationship through Contact, Account & Cases
Customer is looking for timely & accurate
information and wants to you to be easy to
work with
You have systems/automation in place to promote ease of
doing business and to provide relevant & timely
communications that provide value

7. Customer Journey Stage The Customer Your Organization
Awareness & Consideration
Selection & Purchase
Engagement & Satisfaction
Retention & Loyalty
Technology & Ecosystem
Customer is looking for fulfillment of their initial
order or services, getting to know you better,
and hopefully looking for a long term
relationship
You are managing information about the Customer and
interactions with the Customer through Lead, Contact,
Account Management
Customer is making decisions to select the
product, service or solution and finalizing the
purchase process
You are providing information and managing the sales
process through Quote, Opportunity & Pipeline
Management
Customer is looking for a specific product,
service or solution and considering options
You are delivering the initial products or services and
building the customer relationship through Contact,
Account and Project Management
Customer is looking for ongoing service &
support, and for additional products or services
to meet their needs
You are providing ongoing service & support, selling
additional products & services, and continuing to build the
customer relationship through Contact, Account & Cases
Customer is looking for timely & accurate
information and wants to you to be easy to
work with
You have systems/automation in place to promote ease of
doing business and to provide relevant & timely
communications that provide value

8. Customer Journey Stage The Customer Your Organization
Awareness & Consideration
Selection & Purchase
Engagement & Satisfaction
Retention & Loyalty
Technology & Ecosystem
Customer is looking for fulfillment of their initial
order or services, getting to know you better,
and hopefully looking for a long term
relationship
You are managing information about the Customer and
interactions with the Customer through Lead, Contact,
Account Management
Customer is making decisions to select the
product, service or solution and finalizing the
purchase process
You are providing information and managing the sales
process through Quote, Opportunity & Pipeline
Management
Customer is looking for a specific product,
service or solution and considering options
You are delivering the initial products or services and
building the customer relationship through Contact,
Account and Project Management
Customer is looking for ongoing service &
support, and for additional products or services
to meet their needs
You are providing ongoing service & support, selling
additional products & services, and continuing to build the
customer relationship through Contact, Account & Cases
Customer is looking for timely & accurate
information and wants to you to be easy to
work with
You have systems/automation in place to promote ease of
doing business and to provide relevant & timely
communications that provide value

9. Customer Journey Stage The Customer Your Organization
Awareness & Consideration
Selection & Purchase
Engagement & Satisfaction
Retention & Loyalty
Technology & Ecosystem
Customer is looking for fulfillment of their initial
order or services, getting to know you better,
and hopefully looking for a long term
relationship
You are managing information about the Customer and
interactions with the Customer through Lead, Contact,
Account Management
Customer is making decisions to select the
product, service or solution and finalizing the
purchase process
You are providing information and managing the sales
process through Quote, Opportunity & Pipeline
Management
Customer is looking for a specific product,
service or solution and considering options
You are delivering the initial products or services and
building the customer relationship through Contact,
Account and Project Management
Customer is looking for ongoing service &
support, and for additional products or services
to meet their needs
You are providing ongoing service & support, selling
additional products & services, and continuing to build the
customer relationship through Contact, Account & Cases
Customer is looking for timely & accurate
information and wants to you to be easy to
work with
You have systems/automation in place to promote ease of
doing business and to provide relevant & timely
communications that provide value

10. • Sugar as a Platform
• Adapting Your Sugar system to align
with the Customer Journey and Your
Business Processes
• Configuring your Sugar system
• Extending your Sugar system
• Resources
Customer Journey Phase: Technology & Ecosystem

11. MARKETING SALES SUPPORT
Campaigns Leads Cases
Targets Quotes Bugs
Target Lists Opportunities Knowledgebase
People & Organizations: Contacts & Accounts
Activities: Calls, Meetings, Emails, Calendar
Related Info: Notes, Documents, Contracts
Reports and Dashboards
User Interface: Fields, Layouts, Preferences, Settings, etc.
Access: Browser, Mobile App, Customer Portal
Automated Workflow
Security & Permissions: Teams, Roles, etc.
Connectors: Word, Excel, Outlook, Lotus Notes, D&B, Marketo
Your SUGAR System – A Platform

12. Adapting Sugar for Your Needs
1. Personalization
2. Configuration
3. Customization
4. Integration

13. Adapting Sugar for Your Needs
1. Personalization
2. Configuration
3. Customization
4. Integration

14. Adapting Sugar for Your Needs
1. Personalization
2. Configuration
3. Customization
4. Integration

15. Adapting Sugar for Your Needs
1. Personalization
2. Configuration
3. Customization
4. Integration

16. Adapting Sugar for Your Needs
1. Personalization
2. Configuration
3. Customization
4. Integration

17. Adapting Sugar for Your Needs
1. Personalization
2. Configuration
3. Customization
4. Integration

18. Email Marketing
• Constant Contact
• MailChimp
• Others
Marketing Automation
• Act-On
• Marketo
• HubSpot
• Others
MARKETING SALES SUPPORT
Campaigns Leads Cases
Targets Quotes Bugs
Target Lists Opportunities Knowledgebase
People & Organizations: Contacts & Accounts
Activities: Calls, Meetings, Emails, Calendar
Related Info: Notes, Documents, Contracts
Reports and Dashboards
User Interface: Fields, Layouts, Preferences, Settings, etc.
Access: Browser, Mobile App, Customer Portal
Automated Workflow
Security & Permissions: Teams, Roles, etc.
Connectors: Word, Excel, Outlook, Lotus Notes, D&B, Marketo

20. MARKETING SALES SUPPORT
Campaigns Leads Cases
Targets Quotes Bugs
Target Lists Opportunities Knowledgebase
People & Organizations: Contacts & Accounts
Activities: Calls, Meetings, Emails, Calendar
Related Info: Notes, Documents, Contracts
Reports and Dashboards
User Interface: Fields, Layouts, Preferences, Settings, etc.
Access: Browser, Mobile App, Customer Portal
Automated Workflow
Security & Permissions: Teams, Roles, etc.
Connectors: Word, Excel, Outlook, Lotus Notes, D&B, Marketo
Data Enhancement
• D & B Database
• LinkedIn
• Inside View

21. MARKETING SALES SUPPORT
Campaigns Leads Cases
Targets Quotes Bugs
Target Lists Opportunities Knowledgebase
People & Organizations: Contacts & Accounts
Activities: Calls, Meetings, Emails, Calendar
Related Info: Notes, Documents, Contracts
Reports and Dashboards
User Interface: Fields, Layouts, Preferences, Settings, etc.
Access: Browser, Mobile App, Customer Portal
Automated Workflow
Security & Permissions: Teams, Roles, etc.
Connectors: Word, Excel, Outlook, Lotus Notes, D&B, Marketo
Email Server Integration
• Email archiving
• Calendar Synch
• Contacts Synch

22. Riva

23. Riva

24. Riva

25. Riva

26. Riva Insight

27. Riva Insight

28. MARKETING SALES SUPPORT
Campaigns Leads Cases
Targets Quotes Bugs
Target Lists Opportunities Knowledgebase
People & Organizations: Contacts & Accounts
Activities: Calls, Meetings, Emails, Calendar
Related Info: Notes, Documents, Contracts
Reports and Dashboards
User Interface: Fields, Layouts, Preferences, Settings, etc.
Access: Browser, Mobile App, Customer Portal
Automated Workflow
Security & Permissions: Teams, Roles, etc.
Connectors: Word, Excel, Outlook, Lotus Notes, D&B, Marketo
External Reporting Tools
• Informer
• SSRS
• Others

29. Informer

30. MARKETING SALES SUPPORT
Campaigns Leads Cases
Targets Quotes Bugs
Target Lists Opportunities Knowledgebase
People & Organizations: Contacts & Accounts
Activities: Calls, Meetings, Emails, Calendar
Related Info: Notes, Documents, Contracts
Reports and Dashboards
User Interface: Fields, Layouts, Preferences, Settings, etc.
Access: Browser, Mobile App, Customer Portal
Automated Workflow
Security & Permissions: Teams, Roles, etc.
Connectors: Word, Excel, Outlook, Lotus Notes, D&B, Marketo
Telephone System
Integration
• Screenpops
• Click-to-Dial
• Call Logging

31. Callinize

32. MARKETING SALES SUPPORT
Campaigns Leads Cases
Targets Quotes Bugs
Target Lists Opportunities Knowledgebase
People & Organizations: Contacts & Accounts
Activities: Calls, Meetings, Emails, Calendar
Related Info: Notes, Documents, Contracts
Reports and Dashboards
User Interface: Fields, Layouts, Preferences, Settings, etc.
Access: Browser, Mobile App, Customer Portal
Automated Workflow
Security & Permissions: Teams, Roles, etc.
Connectors: Word, Excel, Outlook, Lotus Notes, D&B, Marketo
Other Integration
• Accounting System
• Quoting
• Others

33. Robust Sugar Ecosystem
33
REPORTING
MARKETING
PLATFORM and INFRASTRUCTURE
SALES SUPPORT
CORE SYSTEMSCORE SYSTEMS REPORTING & ANALYTICS
MARKETING SALES SUPPORT
BACK-END SYSTEMS
INFRASTRUCTURE & INTEGRATION
SOCIAL &
COLLABORATION
CONTACT CENTER & TELEPHONY

34. MARKETING SALES SUPPORT
Campaigns Leads Cases
Targets Quotes Bugs
Target Lists Opportunities Knowledgebase
People & Organizations: Contacts & Accounts
Activities: Calls, Meetings, Emails, Calendar
Related Info: Notes, Documents, Contracts
Reports and Dashboards
User Interface: Fields, Layouts, Preferences, Settings, etc.
Access: Browser, Mobile App, Customer Portal
Automated Workflow
Security & Permissions: Teams, Roles, etc.
Connectors: Word, Excel, Outlook, Lotus Notes, D&B, Marketo
Your SUGAR System
Email Marketing
• Constant Contact
• Mail Chimp
• Others
Marketing Automation
Marketing Automation
• Act-On
• Marketo
• HubSpot
• Others
Data Enhancement
• D & B Database
Email Server Integration
• Email archiving
• Calendar Synch
• Contacts Synch
External Reporting Tools
• Informer
• SSRS
• Others
Telephone System Integration
• Screenpops
• Click-to-Dial
• Notes Capture
Other Integration
• Accounting System
• Quoting
• Others

35. Resources
1. Sugar Exchange - www.sugarexchange.com
2. Act-On - https://www.act-on.com/products/crm/sugarcrm/
3. D & B - http://www.dnb.com/partner/dnb-for-sugarcrm.html
4. Riva - http://www.rivacrmintegration.com/integrations/sugarcrm/
5. Informer - http://www.ticomixcrm.com/entrinski/
6. Callinize - https://www.callinize.com/integrations/sugarcrm/

36. CRM360 The Customer Journey
1. Jun 23 – Awareness & Consideration – Part 1: Creating and
Managing Leads
2. July 7 – Awareness & Consideration – Part 2: Creating
EffectiveAccount and Contact Profiles
3. July 21 – Selection & Purchase: Managing Quotes,
Opportunities and Pipeline
4. Aug 11 – Customer Engagement & Satisfaction: Customer
Service
5. Aug 25 – Customer Retention & Loyalty:Account
Management
6. Sept 8 - Technology & Ecosystem: Best Practices for
CustomerAlignment with the Sugar Platform
Kevin Reichley
VP Sales – CRM
kevin.reichley@ticomix.com
815/847-3517
Ticomix, Inc.
www.ticomixcrm.com