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SugarCRM enhanced the artificial intelligence (AI) capabilities of its SugarPredict engine for marketing and business intelligence, adding a sentiment analysis tool that determines the “emotional state and intention” of prospects.

SugarPredict is available on the Cupertino, California-based company’s Sugar Sell and Sugar Market platforms to automate and support sales and marketing tasks. It is also integrated with the multi-channel customer communication application SugarLive from SugarCRM, the company said in a press release.

SugarLive is “designed to enable sales and service personnel to track the details of every customer interaction as it occurs and effortlessly access customer information across all touchpoints and channels at the moment. exact where it’s needed, ”SugarCRM said.

The SugarLive omnichannel customer service tool is available to SugarCRM customers with Sugar Serve licenses and provides real-time information to customer service agents who interact with prospects online or over the phone.

Sentiment analysis works using natural language processing (NLP) and AI to mark the state of mind from a potential or existing customer to determine the best next steps, the company said. These may include escalating an interaction to a supervisor, presenting a “put back” offer, or moving to an attempted upsell.

Make the best first impression

SugarCRM CTO Rich Green said sentiment analysis is intended to help SugarPredict users better deal with crucial early interactions with potential customers in the marketing process.

“You rarely get a second chance to make a good impression on a customer; it is extremely important to have every correct interaction and to connect on a deeply human level, ”he said. “Sales and service professionals are under great pressure because a customer’s business can be won or lost in one misstep. “

Sentiment Analysis is the latest in a series of marketing-focused, AI-driven improvements to SugarPredict. SugarCRM first released the software in January as a sales tool for SugarCRM users SugarCRM. SugarPredict for sales is touted as an automated cloud software solution that can intelligently enrich customer data entered into CRM systems to ensure quality and consistency.

In May, SugarCRM made SugarPredict available to users of its Sugar Market marketing intelligence platform to help marketing teams with automated predictive lead scoring.

Sugar Market is a lead culture platform that helps marketing teams perform tasks such as quantifying how website visitors interact with digital marketing materials; help with the creation of emails, landing pages and forms; qualification of prospects with prospect scoring models; and align with sales through automated transfers of qualified leads.

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