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 efficy CRM 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.
"efficy CRM 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."
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 efficy CRM 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.
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 efficy) and have also managed to reduce the risk of duplicating emails.
Among the benefits listed by users with the implementation of efficy, the most noteworthy are: one single and international database; automatic and dynamic targeting based on segmentation criteria; email traceability with statistical data.
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. efficy will continue to evolve to follow the needs of users as closely as possible. efficy CRM 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.
"The new system will enable everyone who is in contact with a client to have a 360° view of them."
"efficy CRM gives us a better traceability and a better follow-up in the management of the activity"
"All our contracts, claims and policy holder documents are in efficy CRM. It is very easy to find information"
Whether you are a bank, an association, a large company or an SME, there is an efficy solution for you!
