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With 500 new customers per year, the INA has chosen the CRM tool from Selligent to optimise its range of products and manage its customer relationships


The mission of the INA (Institut National de l'Audiovisuel - National Audiovisual Institute) is to preserve the French audiovisual heritage - representing over 1 million hours at the present time -, utilise and make that heritage available to broadcasters, producers, and video publishers while being involved in the trends of the audiovisual sector through research, production and training activities.

The INA offers its customers products consisting of excerpts from audiovisual programmes as well as complete or full programmes. The rates schedule varies according to the known length of the excerpt, the type of channel (Hertzian or cable), the region of distribution, number of broadcasts, type of programme, etc. The sum total of these criteria are compiled in a rates engine and collated in the CRM software from Selligent, enabling the INA to respond rapidly to customer requests, from ordering to invoicing.

Operational since January 2004, this customer relationship management application permits the INA sales force to preserve and share customer-related information, whether broadcasters, producers, video publishers or consulting agencies.

"To optimise our offer, we needed a tool capable of handling the complexity of our rates schedule and, in particular, our customer relationships. We already have more than 20,000 products in a base containing more than 2,000 customers today", explains Jean-Luc Vernhet, INA Marketing and Sales Manager.

So, when an INA customer places an order, INA research assistants retrieve a documentary note containing the requested excerpt, which is then recorded in Selligent by the sales team. Once validated by the customer, all the information contained in the order (length of excerpt, geographical extent, etc.) is sent to the ERP software of the INA.

To gain a consistent global view of its customer relationships, the INA now wishes to share its Selligent solution with account managers in seven French regions. The INA may also adopt a nomad solution permitting the sales force to access customer information in real time from a PDA and via the Selligent PDA solution.

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About Selligent
Selligent is an international company specialising in high-performance sales, marketing and customer service solutions.
The success encountered by the Selligent solutions amongst their users can be attributed to appropriate customer coaching during implementation and to the extremely flexible configuration features of the advanced web technology used. These two components guarantee a quick return on investment (ROI), a high user adoption rate and a reduced total cost of ownership (TCO).
As a consequence, Selligent has achieved a customer retention rate, which has been the highest in the CRM industry.

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