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As a leader and specialist in heating solutions that enhance energy efficiency, decor and living comfort on the French market, and often copied by its competitors, Acova not only has to shine with its innovative abilities but also with the quality of its customer services. Mission accomplished with Selligent!

The European dimension
Deny Roudière, head of the CRM project for the French subsidiary of the group and a member of the European committee for the selection of the solution, explained the conditions behind this selection. "It was clear from the start that we needed to make use of a software package that was available on the market. Taking account of the European dimension of the project, we had to have an international solution that fulfilled specific local needs and was sufficiently flexible to allow easy implementation and deployment. Furthermore, we attached considerable importance to the multilingual aspects of the solution and the European scale of the provider." In addition, the CRM system would have to be capable of interfacing with a new ERP system as well as satisfying real technical and functional constraints without lengthy and costly development. "The CRM project started at the same time as the implementation of a new ERP system in some units of the group. However, an ERP project is usually time consuming and we could not deal with two missions of that magnitude simultaneously. It was therefore essential that the CRM solution would be scalable and easy to integrate so as to make the project less cumbersome and faster to implement."

Finally, Selligent was selected="selected"following detailed evaluation of some forty selection criteria as well as consideration of a number of more subjective characteristics such as the dynamism of the supplier and its reputation with its customers.

The roll-out started in Germany in 2003 and Acova is fully equipped since the end of 2005. The project ran according to schedule and was implemented without major difficulty. Today, the entire group has a comprehensive CRM solution.

Focusing on the customer
Currently, the solution is used every day by the whole sales, marketing and customer service departments. Members of the sales staff now have dynamic information on their own activities. They can analyse their achievements or even measure the effectiveness of their approach compared to the company's strategic plan. Customer service staff can easily guide the individual who wishes to see a product on show with a reseller. "We envisage setting up integrated CTI so as to be able to directly qualify the calls and deal with our customers selectively, so offering them products adapted to their profile. We wanted this project to both integrate the philosophy of CRM and really focus on the expectations of the customer. That's why it was essential that all of the people in contact with the end-user had the same overview", says Roudière.

And he concludes: "The tool is not everything - the issue here is the use that is made of it and the way in which it is managed. CRM is not a control tool and it is pointless to submerge the users in a pile of information that puts them off their job. The ultimate goal is still 'customer satisfaction' and that is generated by commercial efficiency, the reliability of our products and the speed of our responses to their demands."

NOTE TO EDITORS

About Acova

As a French member company of the European Zehnder group, Acova is one of the leaders in the market for decorative radiator design in France, the Benelux and the United Kingdom. Active in both the central heating and the electric radiator markets, Acova distributes its products exclusively through a network of distributors. A sales force of around forty personnel supports a network of professional resellers, recommenders, central heating installers and electricians. Manufacturing 80% of its products in France, the company had a turnover of close to 80 million euros in 2005. Acova products regularly receive awards for design and quality - this year alone, the company received the Janus for Industry 2006 and its latest towel drier was selected="selected"as Product of the Year 2006.

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About Selligent

Selligent is a European provider of CRM solutions (Customer Relationship Management). Since its creation in 1990, it has established itself as a specialist in collaborative solutions aimed at boosting the organisation and action of teams in direct contact with customers, prospects and business relationships.

Its solutions enable marketing, sales, customer care and consulting departments to develop powerfully interactive, effective and sustainable relationships with all their contacts and ecosystems.

Selligent offers a unique approach combining agility, pragmatism and implication to support the success of CRM projects.

Based in Belgium, France and Germany, Selligent covers most European countries and is actively working to develop its networks of distributor and integrator partners.

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