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New possibilities offered by CRM are shaping and driving marketing and business strategies as well as business processes.

Gosselies, Belgium, January 7, 2002 – Selligent, a privately-owned European developer of CRM (Customer Relationship Management) solutions that offer rapid return on investment for enterprises, has announced the availability of a new White Paper that explains why CRM is now beginning to steer corporate strategy as a tool that offers competitive differentiation for companies. The ‘How CRM is Steering Corporate Strategy’ White Paper is available via the home page of the Selligent web site http://www.selligent.com.

Specifically, the White Paper argues that the age of uniform CRM software solutions has ended and that the real rewards of CRM are accrued by combining local actions tuned to the sensitivities of both internal staff and the external local market within the framework of a centralised enterprise long-term strategy.

“One major question is just how ‘local’ a company can go without losing sight of corporate direction,” says André Lejeune, Selligent’s CEO. ” In effect, corporations have turned a full circle from globalisation to decentralisation and back, towards the need for a balanced combination of the two.”

Selligent argues that Customer Relationship Management (CRM) systems are now at the most sensitive front end of a company’s customer life-cycle and are taking on an importance of magnitude much greater than ever before. Generic CRM systems were an effective reply to the question of globalisation but have generated an image of inflexibility and rigidity when coming down to sensitive layers of culture, local legislation and languages. The White Paper states that although generic CRM has created a successful billion dollar industry within the space of five years, functional design now has to be rethought to meet the often conflicting needs of global control and local productivity.

“Indeed, within this context CRM is now clearly identified as a spearhead that not only addresses the global differentiation of a company’s products and services, but is also applicable to selectively targeted differentiation across countries and markets and lines of business,” says André Lejeune.

The White Paper stresses the importance of having enterprise CRM software that takes into consideration these new market paradigms. This has become even more critical in today’s turbulent markets in which a corporation needs to cope with rapid and unpredictable change on local and global levels.

A full copy of the Selligent White Paper ‘How CRM is Steering Corporate Strategy’ can be found on the company’s website www.selligent.com.

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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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