I spoke with a customer today that I’ll be recording an audio podcast with in the immediate future, and among other topics, we spoke about their recent upgrade to Sugar 5.2 and their use of the Cloud Connectors for lead qualification. In addition, the director of IT also highlighted the search capabilities in SugarCRM that his sales force loves.
The conversation raised some interesting points. Notably, how the convergence of unstructured data, search capabilities and Web 2.0 will influence CRM applications moving forward.
For years, businesses have suffered from a failure to create actionable strategies from unstructured customer data. I feel the next big frontier in CRM will be combing through the mass of data from blogs, customer feedback, email, memos, surveys, Web documents, and more. Text mining and unstructured search capabilities can do a lot of this heavy lifting – discovering and extracting selected data from large document collections and pointing out common themes and potential opportunities that you can act on efficiently and with less risk.
This customer’s use of our Cloud Connectors are giving their CRM platform the ability to support unstructured data searches, and helping to put the “socialprise” concept into CRM by allowing this previously unchecked, unstructured data to be gleamed from just about every corner of their businesses’ IT infrastructure, and the Web, to augment and extend the lead qualification and sales process.