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"Before efficy CRM came on board, customer knowledge was pretty vague in the minds of sales representatives and we didn’t have this single view of the customer"
There is a great deal of integration between efficy and Wilink tools to provide a central memory for the company. For example, efficy CRM links with the Brio application for managing insurance contracts and with other digital and insurance tools such as MIFID.
As Thierry demonstrates: “For example, when analyzing a customer’s risk profile, the MIFID form is completed by it and it is directly reintegrated into the efficy CRM customer file, which improves our customer profiling”.
According to Thierry Gravet, developing the solution to best suit Wilink’s needs is key.
“In four years, we have already made two major upgrades. It is important for us to stay close to the latest versions. The aim is to gradually bring value to sales staff in their everyday work. That’s how we can see it works and the sales teams best use the CRM because they know that it helps them with their tasks and targets.”
To keep on improving the CRM at Wilink, the next step is to capitalize on the dashboards and link to the marketing automation tool used internally.
“Before efficy CRM came on board, customer knowledge was pretty vague in the minds of sales representatives and we didn’t have this single view of the customer”, explains Thierry Gravet.
250 users use efficy CRM every day and they mainly go through three services: Sales and Distribution staff (Account Managers and Sales Manager), Marketing staff, and Experts and Product Managers.
“We needed to centralize customer knowledge to promote information exchange and, ultimately, support the customer and offer them advice on all their needs.” says someone who manages the CRM for the company every day.
At the beginning of CRM implementation, there was some resistance to change and, to combat this, Wilink decided to use two strategies.
Firstly, they organized coaching and support sessions with an internal CRM team. Secondly, the role of Sales Managers, who are part of middle management, was essential to encourage take-up by their teams.
In short, it is often about agency managers; when the latter understand the added value CRM provides, the support for it among their direct reports also increases.
"In fact, we didn't have to choose between "buy or build" thanks to the flexibility of efficy CRM we got "buy and build"
"All our contracts, claims and policy holder documents are in efficy CRM. It is very easy to find information"
"The new system will enable everyone who is in contact with a client to have a 360° view of them."
"We needed to go fast, to disrupt our teams as little as possible. efficy was able to accompany us in this transition, with a powerful, intuitive and user-friendly software suite. Having a tool which was rapidly accepted by users greatly contributed to the success of the project."
Whether you are a bank, an association, a large company or an SME, there is an efficy solution for you!