Sanef on the customer information highway
Sanef is a European transport and telecommunications infrastructure operator managing a network of 1743 kilometres of motorways in the North and East of France as well as in Normandy. It is also a pioneer of electronic toll collection and indeed French market leader in this area. Sanef decided to introduce a CRM system covering all its business areas and, in December 2004, opted for the Selligent-Bull Services partnership. The sound relations with the integrator played a decisive role in the success of the project.
Françoise RiouCustomer relations manager
“Thanks to Selligent, the agents of the Customer Relations Centre have the full client background at their fingertips, enabling them to respond rapidly and accurately. Sanef’s credibility and its image of reliability are boosted as a result.”
“We’ll soon be able to implement loyalty programmes and offer our customers consulting services that match their usage trends.”
Sanef is best known as the franchise owner and operator of the motorway network. But it has, in fact, several strings to its bow, having built up a series of associated businesses such as road and motorway infrastructure services (parks maintenance, salting, equipment installation, road and work site safety, video monitoring, etc.), geographic positioning offerings, and telephone access via a powerful fibre optic network and a range of very high-speed telecommunications services. Back in 1989, Sanef caused a stir by introducing the first electronic motorway toll collection system. In 2000, a new system dubbed Liber-t was installed, opening the doors to the total French motorway network. Liber-t is the fruit of co-operation among all French motorway companies. It operates on the basis of a subscription and an electronic on-board unit fixed to the inside of the windscreen; the unit is detected each time the subscriber goes through a toll gate. This system offers users significant convenience. Not only can they use reserved lanes – allowing them to save time – but the monthly payment process also offers them a not inconsiderable advantage.
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Second time round
Sanef’s decision to introduce a CRM tool dates back to 1995. But it did not work out because they could not find an application to meet their needs. So the company fell back on an in-house developed billing tool. As needs developed, ‘home-grown’ customer management functionalities were tacked onto it. But this solution was a long way from offering the full breadth of a real CRM system. So, at the end of 2004, Sanef once again launched a procedure to select a CRM solution, but one that would have to coexist with the installed billing tool. Sanef started by setting up a project team that included representatives of all the businesses impacted by the tool (sales, customer service, finance, legal, Sanef Télécoms and Sanef Services). Their task was to carry out a feasibility study and write the specs. Then a call for bids was launched according to public procurement procedures. Of the eight candidates reviewed, four made it to the short list. At the end of the day, the Selligent solution offered by Bull Services came out winner.
The best general-purpose solution supported by a highly professional integrator
ustomer Relations department, explains: “we were approached by integrators, not by the system developers themselves. Often, several integrators proposed the same solution, but not always in the same way. We opted for the Selligent/Bull Services partnership for several reasons. First, the Bull Services project manager convinced us of his ability to steer the project efficiently, respecting both costs and deadlines. He demonstrated excellent understanding of the tool and a completely open mind towards the needs we expressed. Second, the solution presented was easy to use, ergonomic and flexible enough to adapt to our corporate culture and mode of operation.” Besides the fact that the integrator made a good impression, Selligent was the solution that best covered all the functional needs identified by Sanef. The choice of Selligent was also justified by its ability to integrate the Sanef information system and its multiplicity of business applications. Real-time information interchange was made possible by implementing the Selligent XML connector, Selligent XML Connect&Go. Today, this technology allows subscribers to be integrated right away, remotely or via the agencies of the Sanef distribution network.
A thoroughly customer-centric enterprise
Implementation started in January 2005, and the project, code-named VICTOR, went live in October the same year. “The involvement and the availability of the Sanef team, working in close co-operation with the integrator, was a key component of the project’s success,” Riou underscores. Overall, the project stayed on schedule and all functional specifications were covered. Some 150 people are currently using the solution, and all the client data from all Sanef functions are centralised in it (note that a single customer can, in fact, be a registered motorway toll-paying subscriber and a customer of Sanef Télécoms). In parallel to the VICTOR roll-out, Sanef set up an in-house customer relations centre, called ‘Sanef direct.’ It handles all in-bound requests, whatever the communications channel used by the client (phone, e-mail, fax or mail). Thanks to VICTOR, the 40-odd CRC agents have the full client background at their fingertips, enabling them to respond rapidly and accurately. Sanef’s credibility and its image of reliability are boosted as a result. The Legal department uses VICTOR to manage complaints from motorway users, while Finance uses the system to signal defaulters and ensures that customers who have not paid cannot use their tags at the tollgate. Customer Services are also automatically informed of all transactions executed by the other departments. Meaning that client information is shared among all departments concerned, giving Sanef total visibility over its client base.
Step by step
Riou points out that Sanef still only uses part of the tool’s potential. “We have given ourselves a year to make use of the total solution. Over time, our goal is to have only one tool. But we’re not there yet.” That is because the complexity and processing time of some operations – due in part to the sheer size of the Sanef client base – cause some users to stick to their old habits. But in the not too distant future, Sanef should be in possession of a full, qualified client base. “Then we’ll be able to implement loyalty programmes and offer our customers consulting services that match their usage trends. For example, we will be able to offer customers separate week-day and week-end services for those who are reimbursed travel expenses by their company but wish to use their tags during the week-end in full discretion.” Sanef is also planning campaigns targeting specific segments as well as e-marketing programmes based on electronic questionnaires. Next steps include document management, which will be added to VICTOR in 2006, and CTI integration, which is in the pipeline for 2007.
