A more modern CRM

BNP Paribas Securities had been using an in-house CRM system for around ten years.

With the emergence of new market developments and new technologies, the time had come to modernize the software. The stakes were high and E-Deal CRM by Efficy on premise was the obvious choice: good functional fit, scalable offer, proximity and flexibility of its teams

Internally, the software was rebranded as Client Vision, sending a very clear message.

Client Vision in a nutshell: peace of mind. We have reached our cruising speed. Efficy has grown a lot over the last few years, it is a genuine partnership.
Arnaud Garnier
Head of Client Vision MOA Team

The CRM project

The implementation of a thorough change management policy fostered a very positive response to the solution.

From the outset, a project group was set up at BNP Paribas Securities Services to involve users from the very beginning and ensure that E-Deal CRM by Efficy met their expectations.

Alongside this, a person appointed to communicate on the tool organized several training modules (new users, refresher and expert), and dispatched release notes and information on the roadmap.

A “Users Committee” with 15 contributors from all around the world comes together every two months to discuss possible areas for improvement.

Save time and enhance performance

Users describe the solution as a “big step forward”. Our IT teams are becoming more and more self-reliant.

Sales representatives are already reporting a decrease in the time spent on administrative tasks. What’s more, the Marketing and Customer Service teams have reported their targeting campaigns are becoming more and more accurate. A new process of pushing information to subscribing customers has been set up and is now automated.

Through this scheme, we send 12 million emails per year (against 2 million before the implementation of Client Vision) and have also managed to reduce the risk of duplicating emails.

Among the benefits listed by users with the implementation of Client Vision, aka E-Deal CRM by Efficy, the most noteworthy are: one single and international database; automatic
and dynamic targeting based on segmentation criteria; email traceability with statistical data.

Keys Facts

  • picto
    1 200
  • picto
  • picto
    12 M
    emails sent every year
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    4 to 5
    releases every year

A bright future ahead

From the point of view of the solution, BNP Paribas Securities Services generates 4 to 5 updates a year.In the short term, optimizations are planned for even simpler use of the CRM tool.

For example, sharing good commercial practices (e.g.: adding and simplifying the mandatory documents to move on to the next step) and the introduction of the notion of “influencer” (e.g.: how influent is a contact within his or her company with regards to the opportunity?). The use of the tool in offline mode is also being studied, in particular, to simplify the day-to-day operations of salespeople.


Client Vision will continue to evolve to follow the needs of users as closely as possible.

Client Vision will also have to integrate the new requirements related to the General Data Protection Regulation (GDPR).

Other projects are also under consideration: synchronization with telephony and messaging systems. From the point of view of users, they are considering to completely review the collaborative space to facilitate and further foster information sharing and skill acquisition.



  • One single global view, accessible by the whole staff, throughout the world
  • Optimized client communications thanks to automated tasks
  • Enhanced statistical monitoring because directly integrated within CRM software

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