What is CRM and what can it do for me?

SELLIGENT WEB CONTENT

In 2006, the Internet has become the leading advertising channel, where budgets now surpass those reserved for TV and the print press. A phenomenon likely to be around for the foreseeable future. Websites are blossoming every day, as are the direct e-mails that jam our inboxes. Meanwhile, as viewership and readership surveys grow increasingly sophisticated, content providers are successfully adapting to hit their target audiences in harder, more precise ways. And yet, too many companies and institutions are still unable to do the same. Quite simply: many organisations still lack the tools required to harvest knowledge on their current or prospective clients, or even on their sites’ visitors. This limits the ability to segment and communicate with specific targets or to develop appropriate campaigns for each segment. And in an era of information overload, where less is truly more, customising messages, and ensuring their consistency through time, vis-à-vis specific targets has never been this crucial. This requires administrative tools that can manage not only content but also the history of every customer relationship and the various user profiles.

It is specifically to this end that Selligent now offers, thanks to Selligent Web Content, an integrated CRM (Customer Relationship Management) and CMS (Content Management System).

Simple, secure content management
Selligent Web Content allows you to organise, create, post, edit or delete content and documents on your Web sites in a highly intuitive way. It comes complete with workflow and security mechanisms to manage the whole cycle of content creation, review, clearance and delivery.

Perhaps you want to publish content on one platform in one language or on multiple platforms in multiple languages or even a mix of languages. Selligent Web Content makes it easy to maintain a consistent look across global and local Web sites. And it avoids duplicating work in feeding different, multiple-language Web platforms.

A full-feature Web content tool integrated in your CRM system
Selligent Web Content is a full-feature content management system, not only for “classical” Web content, but for all document types and all the contents of your CRM database.

Its integration with the Selligent CRM system offers you a full range of exceptional benefits:

	Maintaining Web content in the CRM database Web content, particularly documents, will be treated systematically and securely just like any other CRM information in the Selligent X@ database.
	Personalising content and accessing it through a profile- and role-based security model Visitors are granted access to content and documents depending on their position, function, or geographic location. The profiles are defined in the CRM system and used by Seligent Web Content.
	Providing High-quality CRM content in real time Thanks to the security mechanisms of Selligent X@, you need no longer fear abuse when you feed your Web sites in real time with information coming from your CRM system (up-to-date lists of customers or partners, reports, charts, but also results from Selligent AnalytiX).
	Enriching CRM content with Web feedback Content from feedback forms on your sites can be automatically processed and stored in your CRM database and routed to the appropriate staff. Lead follow-up becomes much easier.

Closing the information loop
Your visitors don’t just navigate within your Web site. They can also “tell the system what they are interested in.” Selligent Web Content allows you to collect and analyse statistics on site usage, to help you track your target. The better you know and understand your target audience, the more impactful your messages, and the more likely you’ll be heard. Being heard in this era of information clutter can yield the kind of feedback which will further refine your knowledge of your specific target. And so on.

It is only by integrating CRM, CMS and any other system (including analytical CRM) that contribute productively to your customer relationships, that you can create this virtuous circle, one that continuously fine-tunes your messages and improves your processes. Better yet: your target becomes the main player in your relationship since it ultimately regulates its own communication.
Your customers, prospects or users will always know, better than you will, what they expect from you, so allow them to express themselves and give yourself the tools to truly listen to what they’re saying.


Click here to download our documentation on Selligent Web Content.

Selligent > Selligent X@ Suite > CMS & CRM

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