CRMs Lack Complete Picture of Your Customer Data, SugarCRM Study Shows

Customer Relationship Management (CRM) platforms are often considered the workhorses of business software, carrying crucial data from points A to Z of the customer journey. However, recent research shows that even though your CRM is working hard, it doesn’t mean it is actually helping you work more efficiently when it comes to viewing contextual customer data.

To be fair, how can CRMs maintain a be-all and end-all position with today’s ever-growing collection of SaaS apps and platforms? As more and more data is scattered and diluted across multiple apps, the harder it is for sales, marketing, and support professionals to access it in a single, more complete view to fully understand each customer’s story. All of this adds to even bigger productivity issues for companies, like disrupted workflows, wasted workday hours, and app overload fatigue.

The team at SugarCRM recently deployed their CRM and Sales Impact Report, which provides some eye-opening insights on where CRMs stand today in terms of driving (or delaying) revenue and customer engagement. After surveying 1,000 industry professionals, the report’s overall findings show that many CRM platforms are “broken” when it comes to salespeople finding the crucial data they need, when they need it – not to mention what is deficient in the view of the customer data. “Yet for most companies, the customer view is insufficient – focusing only on the current stage of the customer’s journey, lacking contextual information to provide meaningful insight,” SugarCRM stated.

“Our research found that 74% of sales professionals agree that a consolidated view of customer information across the whole organization is critical in delivering an optimal customer experience.” – SugarCRM

Infographic courtesy sugarcrm.com, CRM and Sales Impact Report

More key takeaways from the CRM and Sales Impact Report:

• 50% of companies surveyed said they cannot access customer data across marketing, sales and service systems
• 50% of all professionals surveyed reported that they cannot access the same view of customer data across marketing, sales, and service
• 48% agreed that their CRM platform is unfit to provide the critical details needed to attain quota
• 53% of respondents report that the administrative burdens of their CRM causes friction for their sales team
• The average sales rep spends only 54% of his or her time actually selling
• 52% of sales leaders reporting that their CRM platform is costing potential revenue opportunities

Infographic courtesy sugarcrm.com, CRM and Sales Impact Report

Where do you turn when your CRM fails to provide the full-picture data you need?

Our team’s roots are deeply embedded in CRM platforms. After spending over 15 years developing leading software integrations for popular CRMs, we noticed a common pain point with our clients: they wanted to easily access a single, more complete view of their customer data. That’s when we went to work creating our no-code integration platform called Glances, our solution to that shared (and frustrating) problem.

Glances securely connects all of your apps and provides a simplified view of the data you need right when you need it, in real time. Whether you rely on SugarCRM, Salesforce, Zoho, Pipedrive, HubSpot, Close, or another leading CRM, having to manage that platform plus a variety of other apps to get your job done is unfortunately not going to change, but using Glances can make this once painful experience more fluid and efficient. There are also other awesome benefits like the ability to share your glances with teammates, and save time and money for your company.

Glances works where you prefer to work

One of the most functional features of Glances is, it works via browser, desktop app, glances.com, and mobile. With Glances as part of your daily workflow, it becomes second nature to search by name or email address wherever you are working to find information across all of your apps in one holistic view. See how it works below.

Glances delivers the single data view you need to work smarter, not harder

Schedule a demo to see the awesome benefits of Glances in action or ask our team questions.

If you need to connect a specific app with Glances that is not currently available on glances.com, please send your app requests to hello@glances.com.

Find more step-by-step articles with the latest information on our support site.

Source: SugarCRM 2021 CRM and Sales Impact Report