Chris Pennington is the Chief Customer Officer at SugarCRM. Creating the best experience for customers in their buying journey doesn't only fall on the one person facing them but on all the tools, strategies, and support behind the scenes. Chris talks about the roles and responsibilities of a Chief Customer Officer and how they measure customer experience.

He shares his insight into the elements and overall process of building trust. By prioritizing trust, you're less likely to face customer churn and you also get proper feedback that enables you to deliver even better customer experiences. He also talks about how to use CRM most effectively to measure and improve the buyer's journey.

HIGHLIGHTS

QUOTES

Using data and experience or intuition together - Chris: "It's very important to make sure you're applying some thought process to information that's being surfaced through data. Even though it may be dismissed, having an understanding of what the gut is saying and interpreting it is still a very valuable thing." 

The importance of empathy in building trust - Chris: "It's important not to forget the human factor. We're on a customer relationship management basis. The relationship part is super important and empathy goes a long way to drive that. You need to be able to respond in a time frame that is appropriate. You need to demonstrate empathy, you can't be in a business of relationships without deeply understanding that."

Filling the gap between knowing something and understanding it - Andy: "We don't train sellers or support people in this idea of cognitive empathy which is really the form that's most useful to our customers. Because we go beyond just empathizing with how they feel but actually understand why they feel the way they do and that, then, gives us information to take action to solve the issues that have got them in pain."

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Revenue.io | Unlock exponential growth with an AI-powered RevOps platform | Revenue.io

Scratchpad | The fastest way to update Salesforce, take sales notes, and stay on top of to-dos | Scratchpad.com

Blueboard | World’s leading experiential rewards & recognition platform | Blueboard.com

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