Réunica capitalises on a better understanding of its customer base
The number one pension fund in France, Réunica wanted to equip itself with a true CRM system allowing information to be consolidated and shared in order to provide its sales force with a complete and succinct overview of the customer base. In 2001, Réunica chose Selligent because of its ease of use and integration.
roberto chrétienOrganisation Development Manager
“Furthermore, Selligent has allowed Reunica to implement cross-selling and up-selling strategies”
“Thanks to Selligent’s flexibility, Réunica has been able to implement its CRM solution gradually”
The number one pension fund and one of the 12 leading French welfare institutions, the Réunica group comprises four institutions (ANEP, CRICA, IRNIS and CRICA Prévoyance) and has 28 regional offices around France.
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A personalised approach thanks to a better understanding of the customer
During 2000, Réunica decided to launch a customer relationship development plan that would come into effect from the beginning of 2001, with a view to reaching new customer targets and reinforcing its competitive advantage. At that time, Réunica had an internally-developed prospecting tool. But the group wanted to equip itself with a true CRM system allowing information to be consolidated and shared across a common sales and marketing database in order to provide its sales force with a complete overview of the customer base. By improving their customer information, Réunica would be able to handle customer requests more efficiently, manage their requirements in a personalised way and in real time, and send them the right offers at the right time. The tool would also have to provide a detailed follow-up of sales activity and to allow marketing campaigns to be automated and the return on investment of these activities to be evaluated.
Selligent, a unanimous decision
Of the 10 suppliers contacted, 4 were put on the short list. And ultimately the unanimous decision at the end of June 2001 was in favour of Selligent. Above all, it was Selligent’s ease of use and integration that appealed to Réunica, as well as its unrivalled price/functionality ratio.
Flexibility: the key to success
Thanks to Selligent’s flexibility, Réunica has been able to implement its CRM solution gradually. The first phase was operational in September 2001 - barely three months after the choice of tool. Since then, the solution has become more powerful with every new phase and covers an increasing number of functions. Although full functionality was not implemented immediately, this phased implementation allowed the tool to be rolled out to users quickly. This approach has two significant advantages: firstly, it facilitates user acceptance for the product by giving them time to assimilate the new processes and, secondly, it enables Réunica to refine its solution based on its experience and on feedback from each stage so that it can be best adapted to the users’ needs.
Increased profitability
There was not long to wait for results, as Roberto Chrétien, Organisation Development Manager at Réunica, explained to us: “As soon as the solution became operational, we launched an initial mailing campaign with a target of 2000 people. Selligent allowed us to calculate the ratio of turnover per customer to total number of customers addressed and to measure precisely the return on investment of this campaign. Thanks to strict targeting and efficient follow-up, the turnover generated by this campaign turned out to be several times higher than the cost of the campaign itself.” Furthermore, Selligent has allowed Réunica to implement cross-selling and up-selling strategies that resulted in a significant increase in the number of products per customer and in the product value of the customer portfolio. At present, the Marketing and Sales modules are operational, and interfaces with Réunica’s company-specific back office system have been put in place. Integration with Lotus Notes is also in place.
