CXO Conversations: SugarCRM CMO Discusses The Evolution Of CX For A Digital-Only World

Welcome back to Demand Gen Report’s CXO Conversations, a video interview series that provides our audience with insider access to C-suite executives from some of the top B2B brands, as well as the hottest companies in the martech community.

In this episode, we sit down with Clare Dorrian, CMO of SugarCRM, a customer experience (CX) platform provider, to talk all things CX and how it relates to the evolution of the digital customer journey. Clare shares her perspective on everything from the shift in the B2B buying climate, to recruitment and how SugarCRM is helping customer alleviate pain points around CX.

Additional topics of discussion include:

• Why the path to recovery leads from a service-first mentality;
• The importance of knowing your customer and making sure you have the right systems, tools, process and people in place to be proactive;
• The characteristics she looks for in a marketer when recruiting in a digital world; and
• Insights into recent acquisitions by SugarCRM.

“Customer experience has always been about anticipating and knowing — and fulfilling against — customer needs,” she said. “In spite of the [past] nine months, none of that has changed. But what has changed is the customer journey. There has been an increase in reliance on digital; sales cycles have been prolonged — and I think these things mark a permanent shift for customer experience, where empathy and personalization have become the Hallmarks.”