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Brussels, 4th of December 2003 Selligent, a Belgian company that has become one of the leading CRM editors in Europe, recently announced that it is repositioning its activities. In addition to its role as an international editor of CRM software, Selligent is today establishing itself as a CRM partner for companies. The company now offers the market full accompaniment services throughout the entire CRM process, making it possible to help companies with their CRM strategy, to facilitate user adoption and to generate a fast return on investment (ROI). This has naturally led Selligent's CEO to join the Board of Directors of the Federation of European Direct and Interactive Marketing (FEDMA) in order to promote CRM within this profession, already familiar with the operation of marketing databases.

A European survey spells it out : CRM will be adopted...if it is adapted

Conducted by ITC (International Technological Consultants), a CRM perception study carried out amongst 2000 companies in 7 countries, including Belgium, reveals that companies would like to see greater pragmatism in the field of customer relationship management. Only too often in the past, the numerous possibilities offered by CRM were under-exploited. In large companies, over-ambitious targets, combined with a lack of support and an over-evaluation of the role of technology in the process, led to disillusionment with the effectiveness of CRM. The good news is that the companies that do use CRM consider that it is indispensable to them and are taking steps to change the approaches that proved to be unsatisfactory in the past.

After a period of slowdown and doubt, the perspectives for CRM are becoming brighter once again, as 22.7% of the 2,000 companies surveyed use a CRM solution and 11.1% of them claim that they want to implement one soon. Among these declarations of intention, the mid-sized companies take the lion's share, making up 46% of the entire sample. The survey reveals however that their knowledge of CRM and of its benefits is as yet in its infancy.

Selligent : an all-round CRM partner

Conscious as it is of what is at stake for companies, Selligent has decided to demystify CRM technology in order to reposition it in its rightful place: as an indispensable and affordable business tool that facilitates management within companies. Selligent is thus putting the spotlight on the core business of the organisations in question and not exclusively on the technical aspects that the roll-out of these kinds of personalised solutions implies.

It has therefore developed a structured process that sets out to support companies throughout the selection and implementation process, up to the optimal exploitation of the tool. As for the solutions, Selligent can offer modular solutions, capable of being rolled-out quickly and offering a short-term return on investments (ROI). A method that has already been tried and tested in Germany, an entity that has been operational for a little over a year. Workshops that involve the decision-makers and users are organised as from the initial selection phases, guaranteeing that the CRM strategy is in line with the company's aims, and ensuring the optimal acceptance of the users.

The success met by this method of support for CRM projects is today prompting Selligent to propose this model to the other European countries where Selligent is present, including Belgium. This approach is particularly adapted to SME, as it removes obstacles such as technical complexity and eliminates the costs of bringing in external consultants.

Selligent joins the Board of Directors of the Federation of European Direct Marketing (FEDMA) to promote CRM

It was only logical that André Lejeune, Selligent's CEO, should join the Board of Directors of the Federation of European Direct Marketing (FEDMA) in order to promote CRM within this profession, already familiar with the operation of marketing databases and direct communication. In fact, the direct and interactive marketing specialists are precisely the players whose expertise often proves to be decisive when it comes to fully exploiting the information that can be gathered thanks to CRM. This participation is in line with the recent signals sent out by the FEDMA, which has put CRM among the priorities of the profession that it represents.

This European Federation therefore appreciates the fact that it can count on Selligent's CRM expertise for the development of various projects linked to CRM training and promotion, to the benefit of its members and their customers.

NOTE TO EDITORS

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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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