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Customer Wins for SugarCRM, Adobe, Nvidia, Salesforce, and Conduent

Partners Include Fern Energy, Qualcomm, Airtel, Santander UK, and Virgin Atlantic

CX customer wins and case studies

SugarCRM Powers Sales Automation for New Zealand’s Fern Energy

Silicon Valley-based SugarCRM announced that its AI-driven customer relationship management (CRM) platform is being leveraged by New Zealand fuel specialist Fern Energy to drive greater automation and efficiencies for top-shelf customer account management, service, and field operations. 

Fern turned to SugarCRM to enhance its commitment to consistent deliveries, easy operations, and on-track supply to ensure that its customers throughout the country would have fuel when and where needed. Fern Energy provides fuel services including bulk fuel deliveries, storage systems, oil and lubricant solutions, 24/7 fill stations, and fuel cards to industries throughout New Zealand.

Related Article: SugarCRM Expands Presence in Latin America with New Partner

And to obtain deeper sales performance insights and customer knowledge, Fern partnered with solutions partner to scale Sugar Sell, SugarCRM’s sales automation tool with built-in AI and advanced analytics capabilities. “We needed a single view of the customer so everyone across the organization had access to the same information to provide a seamless customer experience,” says Chris Gourley, national sales manager at Fern Energy. “Centralizing customer data on the Sugar platform completely transformed our sales and customer service operations.”  

Christian Wettre, senior vice president and general manager of the Sugar platform, says Sugar is on a mission to provide a new kind of CRM that “automates anything and accelerates everything,” while also helping predict what is next. “We’re proud to have Fern Energy leveraging the Sugar platform to do the work to build enduring customer relationships and drive business growth,” Wettre declares.

Adobe is Qualcomm’s Choice to Fuel Digital Strategy and Deepen Customer Relationships

Adobe is collaborating with Qualcomm and providing the chipmaker with a range of solutions to help fuel its digital strategy and deepen customer relationships.

Qualcomm will be adopting Adobe Experience Cloud, including Adobe Experience Platform (AEP), to accelerate growth through highly personalized business-to-business (B2B) marketing. Combined with AEP, Qualcomm will leverage a suite of applications including Adobe Real-Time Customer Data PlatformAdobe Journey Optimizer, and Customer Journey Analytics. Together, the enterprise applications of Silicon Valley-based Adobe will enable Qualcomm to connect data across all channels—from CRM and lead generation to website visits and emails—with governance and security.

The new applications also amplify Qualcomm’s existing investments in Adobe Creative Cloud and Document Cloud, leveraged by teams for digital content creation. AEP uses data to ensure that content and new services are delivered to the proper audiences at the right time. For its part, Qualcomm is expanding the use of Adobe Marketo Engage to support these efforts, with new measurement capabilities that provide deeper B2B insights into sales and marketing performance, supplying an additional layer of data to inform broad personalization campaigns.

Last, Qualcomm will use Adobe Commerce, which leverages AI and advanced data sharing capabilities for end-to-end personalization, to create custom content personalized for specific customer segments, including mobile, auto, and IoT developers.

By adopting Adobe’s enterprise applications, San Diego-based Qualcomm will have an end-to-end solution that will enhance omnichannel experiences for business customers and improve marketing performance, says Anil Chakravarthy, president of the digital experience business at Adobe. “The partnership will help Qualcomm take its own digital transformation to the next level and deliver new ways to showcase the transformative technologies it is delivering to the world.”

Nvidia Teams Up with Airtel for AI-Powered Speech Analytics Solutions

Bharti Airtel, the multinational telecommunications services company based in New Delhi, India, announced that it has built an AI-based solution in collaboration with Nvidia, the company that designs graphics processing units (GPUs) for high-end computing, to improve the CX for inbound calls to Airtel’s contact center.

Airtel is leveraging Nvidia’s NeMo conversational AI toolkit and Nvidia Triton Inference Server to automate speech recognition. Nvidia’s advanced software and Airtel’s deep-learning-based automatic speech recognition models allow Airtel to accurately interpret language and identify areas of improvement for contact center agents when they interact with customers, leading to better CX. Output is also delivered at 30% of the typical computing cost, and the technology runs on a much lower carbon footprint.

Related Article: Salesforce Launches CRM Analytics With New Features

Officials at both organizations say the collaboration between the two companies to build cutting-edge solutions is boosting Airtel call center operations while also growing efficiency and saving costs. Airtel contact center operations are among the busiest in the world, serving more than 360 million customers and handling in excess of 100 million calls annually. Delivering high-quality experience to customers remains the company’s top priority.

Salesforce Partners with Santander UK to Support UK Businesses Expanding Overseas

Salesforce announced that Santander UK is using its technology to power Santander Navigator, the bank’s digital platform designed to help UK businesses expand internationally. Launched in 2022, the platform brings together the expertise of international specialists to help companies overcome trade-related obstacles and do business in a new market.

With less than 10% of UK businesses exporting their services, Santander Navigator has been designed to help small and midsized UK businesses navigate international expansion opportunities. The subscription-based platform uses Salesforce technologies, including Experience CloudCommerce Cloud, and Marketing Cloud to provide personalized services to subscribers.

“Businesses that trade internationally are growing faster than companies that are purely focused on their home market,” says John Carroll, head of international and transactional banking at Santander UK. “We want to enable more businesses to benefit from opportunities to expand overseas and encourage new ones to start their international journey by removing barriers and by making the process easier.” 

Santander UK is a British bank wholly owned by the Santander Group, Spain’s largest bank and a world leader in export finance.

Conduent Joins Forces with Virgin Atlantic to Support Carrier’s CX

Conduent, a global technology-led business process solutions company, announced that it will be providing CX management services to Virgin Atlantic, the UK-based airline. Conduent CXM teams are managing rebookings and providing general customer support, which includes flight changes and cancellations.

Because cancellations and rebookings are among the most challenging issues for travelers, Virgin Atlantic is leveraging Conduent’s human-centric approach to CXM to achieve a high level of customer satisfaction. The CXM teams provide live agent support, primarily for Virgin Atlantic’s UK and US customers, Virgin Atlantic’s two primary markets, but Conduent may expand its services to support additional client needs.

New Jersey-based Conduent provides omnichannel CX management services and solutions, both human and digital, for clients across a range of industries, supporting 20 languages and managing more than one billion customer interactions annually.

Author Information

Alex is responsible for writing about trends and changes that are impacting the customer experience market. He had served as Principal Editor at Village Intelligence, a Los Angeles-based consultancy on technology impacting healthcare and healthcare-related industries. Alex was also Associate Director for Content Management at Omdia and Informa Tech, where he produced white papers, executive summaries, market insights, blogs, and other key content assets. His areas of coverage spanned the sectors grouped under the technology vertical, including semiconductors, smart technologies, enterprise & IT, media, displays, mobile, power, healthcare, China research, industrial and IoT, automotive, and transformative technologies.

At IHS Markit, he was Managing Editor of the company’s flagship IHS Quarterly, covering aerospace & defense, economics & country risk, chemicals, oil & gas, and other IHS verticals. He was Principal Editor of analyst output at iSuppli Corp. and Managing Editor of Market Watch, a fortnightly newsletter highlighting significant analyst report findings for pitching to the media. He started his career in writing as an Editor-Reporter for The Associated Press.


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