Mercator, an insurance company in Belgium, implemented Microsoft Dynamics CRM to help its account managers support brokers more efficiently. The CRM system automated workflows to allow account managers to request analyses and follow-up plans for brokers with a few clicks. It also integrated data from other systems to give account managers a complete view of client and broker information. This has helped account managers gain time to focus on customer-facing activities. The CRM implementation was outsourced to Microsoft partner Traviata, who delivered the initial phase quickly and continues to manage the system.

1. CRM 2011
SPECIAL
www.traviata.be
Mensura’s
contract
managers are
now making
quotes more
e ciently
thanks to
Microsoft
Dynamics CRM
Mensura is the third biggest
Workers’ Compensation
insurer in the private
sector today. Various types
of software, which were
not integrated and were
increasingly old, were
hampering the e ectiveness
of the commercial teams
and the contract managers,
especially with regard
to making quotes and
following up on them.
The group decided,
therefore, to streamline the
quote management process.
Microsoft Dynamics CRM
and its xRM development en-
vironment have turned out to
be the ideal solutions to meet
Continued on page 4
RMB chooses to work with CRM 2011
even before its release date !
Interview with Anaïs Loits plete integration with Outlook and decision. Several features had to be tion of the information they possess. Another trend that RMB will cer-
the possibility to easily create charts present in our future tool: definition Therefore any tool that can move in tainly follow concerns Mobile CRM
and personalized dashboards. of commercial areas, interface with this direction will be interesting to
In 2010, RMB decided to other databases or applications, explore. Continued on page 7
implement Microsoft Dynamics How will you use CRM? emailing platform. One of the deci-
CRM and chose to start The CRM will be used primarily sive criteria was the synchronization
immediately with CRM 2011. for Sales Force Automation: during between CRM and Outlook. Mi-
Meanwhile, the beta version was the analysis phase, we focused on crosoft is the best performer in this
successfully installed. how to define areas for each sales area.
rep, how to automatically attribute In addition, as Dynamics is a Mi-
Why CRM 2011, even if it was not Campaign Activities according to crosoft product, it is easier for users Replicate. Migrate. Integrate.
even on the market yet? these areas, … Our CRM will also be to adopt, because it’s a familiar in-
We hesitated at the beginning of used as an e-mailing platform, and terface. Finally, Microsoft is a guar-
the project between implementing will be diverted for the management antee of good quality. Scribe for Dynamics CRM 2011 - Ready wherever you are.
Dynamics CRM 4.0 first, or risking to of internal briefings.
directly install CRM 2011. We soon
realized that many features that we Why Microsoft and not the
Which CRM trends do you spot,
how will CRM evolve according
Premise. Cloud. Hosted.
wanted were standard in version competition? to you? www.scribesoft.com
2011 and took the risk. We were We investigated several other Generally, RMB would like to
particularly interested by the com- CRM solutions before making our go further in the strategic exploita- See page 11 for more info.
AXA Belgium Keytrade Banking Concentra EFC Hotel Concepts
PAGE 2 PAGE 5 PAGE 6 PAGE 9 PAGE 10
“We now have “Travi@ta’s “Monitoring “The integration “With
much better approach is marketing of MS CRM with CRM-specialist
insight into the pragmatic and campaign respon- our website o ers Travi@ta we had a
business and sales structured, and ses is facilitated many a possibility Microsoft-partner
activities in the their consultants by automatic of optimising the who knows CRM
eld on a daily are very visualizations in service to our like the back of
basis...” accessible...” MS CRM...” members...” their hand...”

2. 2 CRM 2011 SPECIAL
AXA Belgium Increases Quality of
Service with Microsoft Dynamics CRM
agers receive weekly automated often represent other insurance
reports on sales activity, which also companies, which makes relation-
assist in monitoring performance ship management even more com-
across the company. plex. Previously, AXA Belgium didn’t
have a 360-degree view of brokers’
Benefits work or feedback on customer satis-
The success of the AXA Belgium faction related
MARILYN CRM tool is best judged to the company’s products com-
by the increase of visits by business pared to other brands. Through the
managers to the network of brokers CRM system, it can support inde-
and dealers throughout Belgium. pendent brokers more effectively
The solution extends far beyond its with targeted marketing campaigns,
original purpose of performance and offer them more opportunities
management. It is helping to develop for training and personal develop-
marketing and distribution planning ment.
and improving communication be- Now there is also regular report-
tween brokers and AXA head office. ing into head office, and, as a result,
the quality and frequency of com-
Quality of Service Increases munication between business man-
with CRM Solution agers and brokers has improved.
AXA Belgium has improved the Jean-Claude Swalus says: “Through
efficiency and quality of its relation- CRM we’ve gained much better in-
ships with independent brokers. sight into the work of our independ-
The company has the advantage ent brokers and bankers.”
of a powerful and up-to-date CRM
system in Microsoft Dynamics CRM, Knowledge Transfer Ensures
helping it to plan sales activities and AXA Belgium Manages CRM
coordinate marketing and distribu- E ciently
tion work. AXA Belgium has forged a strong
Jean-Claude Swalus says: “We business partnership with Travi@ta
now have much better insight into in managing the ongoing develop-
The insurance business of AXA Belgium – the largest non-life insurer in the country and second largest in the business and sales activities in ment of the MARILYN product.
life insurance – set an objective to improve the quality of service offered to its 5,000 independent brokers. the field on a daily basis. Informa- While Travi@ta still maintains
These brokers sell the company’s products in a highly competitive market to hundreds of thousands of tion that resided in several databas- an on-site presence, the number of
clients. The company chose Microsoft Dynamics CRM for its new customer relationship management es is consolidated into one system, technicians has been reduced by
system to help business managers support brokers more effectively with targeted marketing campaigns. giving our business managers more half as AXA Belgium handles more
In addition to a broker portal, AXA introduced processes for marketing, sales, training, service, and time for customer-facing interac- of the operational management
document management. Supported by the CRM system, visits to AXA Belgium brokers have increased, and tions. Productivity has improved itself. There are now seven other
the solution is now under evaluation for adoption by AXA insurance subsidiaries in other countries. with Microsoft Dynamics CRM.” insurance companies in Belgium us-
ing the Travi@ta CRM solution for
Situation ment (CRM) project called Manage- insurance.
AXA Belgium’s insurance busi- ment And Relationships Instrument
ness concerns private individuals Linked to Your Needs (MARILYN). AXA Belgium Endorses
and small, medium-sized and large The aim of the project was to help Partner for 2010 Microsoft
enterprises. The insurance divi- AXA Belgium business managers Awards
sion – which specialises in property, improve their performance and col- Due to the success of MARILYN,
casualty, and life insurance – is the laboration with its vast network of Travi@ta was selected as a finalist for
largest non-life insurer in the coun- independent brokers and dealers in the 2010 Microsoft Partner Awards
try and the second biggest in life in- Belgium. in the Microsoft Dynamics Financial
surance. It operates through a work- Jean-Claude Swalus, Business Services Partner of the Year Award
force of 200 business managers and Solution Manager, AXA Belgium, category. Jean-Claude Swalus says:
more than 5,000 professional, inde- says: “We wanted to increase the Travi@ta made the acronym for our
pendent insurance brokers who also service level to our brokers. Previ- CRM project MARILYN – Manage-
represent other brands. A second ously, customer information was ment And Relationships Instrument
activity concerns the distribution of stored in disparate Microsoft Excel Linked to Your Needs – become re-
AXA Bank and insurance products spreadsheets and in-house devel- ality.
through a network of 940 AXA Bank oped applications. Management had Max Fatouretchi, Dynamics In-
agencies. no central view of structured rela- dustry Manager, Financial Services
In 2006, AXA Belgium scoped its tionships between the company and Industry, says: “It’s incredible to see
first customer relationship manage- individual brokers or dealers, or of the level of expertise that our part-
feedback from them on sales activi- ners continue to exhibit as they cre-
ties. We needed this information to ate and deliver innovative solutions
make sure we were delivering the and services to help expand the busi-
appropriate solutions.” nesses, meet customer needs, and
Requirements for MARILYN ac- cut costs.”
celerated after 2006, with AXA Wim Geukens, Managing Part-
Belgium needing a complete distri- ner, Travi@ta, adds: “Microsoft Dy-
bution relationship management from the mainframe from within Mi- Marketing and Training namics CRM integrates easily with
solution. Additional processes have crosoft Office Outlook. Initiatives Aid Broker Microsoft Office Outlook. This func-
been added to the CRM system to The success of the Microsoft Dy- Recruitment and Retention tion avoids users having to switch in
E. Mommaertslaan 18A b2 cover critical functions necessary namics CRM toolset at AXA Belgium Brokers representing AXA Bel- and out of applications while man-
1831 Diegem • Belgium to optimise processes and perform- – which also includes Microsoft col- gium are not tied to the brand and aging their daily work.” n
tel. +32 (0)2 721 88 80 ance. These include activity man- laboration and reporting technology
fax +32 (0)2 721 88 81 agement, marketing, sales, event – is such that the solution has won
info@traviata.be and training management, service an internal prize for excellence at Trends Top 150.000 & Microsoft
www.traviata.be and document management, and a AXA Belgium in 2010. As a result,
broker portal. it has been demonstrated to some Dynamics CRM: an integrated solution
twitter.com/Traviata_MS_CRM other AXA entities abroad, which are
Solution now considering whether to acquire Travi@ta developed a performing interface that gives
AXA Belgium worked with Micro- the software for their businesses. direct access from Microsoft Dynamics CRM to:
www.slideshare.net/TraviataCRM soft Gold Certified Partner Travi@ The flexibility of Microsoft Dy-
ta, which launched its MARILYN so- namics CRM has speeded up its • all the contact and financial information of the Top 150.000 Belgian enter-
www.youtube.com/TraviataCRM lution in 2006 on an earlier version adoption by AXA Belgium business prises
of Microsoft Dynamics CRM. Since managers and others in operations • an instant analysis of your current client portfolio
then, MARILYN has been updated and product development – around • essential commercial and financial webtools
easily to the latest release. 600 employees now use CRM every • the geographical scatter of your customers, prospects, suppliers
Before deciding to work with day. Ease of integration with AXA
Travi@ta and Microsoft, AXA Bel- Belgium’s line-of-business applica-
gium considered solutions from tions – principally the broker reposi-
other vendors. After a proof of con- tory called Azimut – was another
cept lasting 30 days with Travi@ta, consideration in choosing Microsoft
Microsoft Dynamics CRM was able Dynamics CRM. The integration ca- M o r e i n fo o n w w w. tr av i ata. b e
to display all the broker-related data pability ensures that business man-

3. CRM 2011 SPECIAL 3
sis of the portfolio or a step-by-step
plan for a broker. Moreover, in this
way, the commercial directors know
which account managers make use
of our range of services, with which
they can bind the brokers to us.”
A broker always has two account
managers – one who is specialised in
life insurance, and a second for in-
demnity insurance. Via the CRM so-
lution both colleagues can now share
up-to-date information, so that they
are aware of each other’s activities.
This looks much more professional
towards the broker.
More streamlining
At this moment there are 50 us-
ers using the CRM software. “In the
long term, we also want the peo-
ple from the back office working
with Dynamics CRM, so that when,
for instance, a broker calls with a
complaint about the handling of a
damage case, that information can
also be entered into his CRM file”,
Noël Van de Velde explains. “That
way the account managers are up-
to-date and they can anticipate the
situation. We are also planning on
storing the e-mail traffic in the CRM,
which will enable us to keep track
of the history of the communication
with brokers and follow it up. In the
future it will also be possible to ex-
ecute certain actions towards end
clients, like direct mailings, for the
a solution which allowed us to start Automatic workflows brokers and follow up in the CRM.
Mercator’s
quickly and which we could adapt Noël Van de Velde: “Because of Apart from that it is also possible to
gradually later on. Travi@ta had ex- the automatic workflows in Dynam- link the CRM with the portal site for
perience in the insurance sector and ics CRM the account managers can brokers. That portal site serves for
also with Microsoft Dynamics CRM. work faster and more efficient. They setting up the policies but also for
account
Their proof of concept – which they can, for instance, enter actions into information about and registrations
delivered really quickly – convinced the CRM after which an automatic for campaigns. It would be very in-
us. Moreover, Mercator already had e-mail is sent to the commercial teresting to integrate this in the CRM
lots of Microsoft technology in- secretariat for requesting an analy- too.”
managers gain
n
house, and the Dynamics CRM links
up perfectly to it.”
Everything outsourced
time thanks
Mercator itself employs 60 IT
specialists, but because they are oc-
cupied with the complete overhaul
of the back office, the enterprise de-
to a good CRM
cided to outsource the development
and also the future management of
the CRM package to Travi@ta.
“The objective with the CRM
approach
project was to have the first phase
operational really quickly”, says
Wim Geukens, Managing Partner
at Travi@ta. “The groundwork was
laid in about 3 to 4 months. The ac-
count managers themselves were
Mercator offers insurances for private individuals and SMEs in also involved in the project. We have
Flanders. This is done via a network of some 1200 self-employed integrated the Dynamics CRM with
brokers. They receive support and advice from some 30 account the data warehouse. The account
managers. This way, the bond between Mercator and the brokers can managers work via a VPN connec-
be made stronger. tion with the central running CRM
software, but they also have a local
In the past, account managers surances”, says Noël Van de Velde, ‘mini version‘ which they can use of-
would list their contacts and activi- Manager Distribution Support at fline and synchronise afterwards.”
ties in a non-structured way, very Mercator.
often locally on their own laptop. The self-employed brokers, Each account manager gains
Because of this fragmented way of which are not bound to Mercator two hours per week
working, a lot of time was wasted and as such are also allowed to sell Thanks to the Dynamics CRM,
looking for information. products of other companies, receive the account managers can find im-
Mercator decided to invest in support from about 30 account man- portant information like the contact
Microsoft Dynamics CRM. The im- agers who help them on a relational, details of the brokers and sales fig-
plementation and management of commercial and technical level. ures per office much more efficiently.
the new software were completely Each account manager is in charge “Due to this greater efficiency every
outsourced to CRM partner Travi@ of about 40 brokers, and must keep account manager can achieve a time
ta. The account managers now use abreast of the ins and outs of those gain of two hours per week”, says
Dynamics CRM as a central archive offices. Noël Van de Velde. “In the past a lot
of client information and history. of time was wasted with e-mailing
Finding and sharing information Quick start with and searching for information.”
has become much simpler. Account flexible solutions The account managers can also
managers can work much more ef- “In the past, the account manag- give their brokers better advice. They
ficiently and time is freed up for the ers used various applications, like can help them to get a better view on
brokers to offer even more services. Access and Excel, and files stored on their clients, and support them when
Mercator’s account managers their laptop locally in order to store attracting new customers with cam-
use Microsoft Dynamics CRM for their information” says Noël Van paigns, prospection and step-by-step
planning and for following-up of de Velde. “This made it difficult to plans. The planning conversations
contacts with brokers. This results in find and share this information. The with the brokers are also stored in
streamlined and professional sales back-up wasn’t ideal either. There the CRM, so that planning and the
processes. The district managers too was little overview, to such extent results are easier to follow up than
can steer the commercial activities that the two commercial directors before. This allows Mercator to ad-
much better and much more effi- could not sufficiently steer the ac- just better and more objectively at
ciently this way. tivities of the account managers. For management level where needed.
“Mercator sells insurances all these reasons it was decided to And because all the important infor-
through self-employed brokers. At streamline the sales activities with mation is stored centrally, it doesn’t CRM for Insurance SEMINAR: 22th March 2011
the moment, there are about 1200 the help of new software. We looked get lost when an account manager Mo re i nfo : w w w.trav i ata.be
offices in Flanders offering our in- at various possibilities. We wanted leaves the company.

4. 4 CRM 2011 SPECIAL
Case story Mensura
Continued from page 1
the needs of users. After implement-
ing a “Proof of Concept” in ten days,
CRM partner Travi@ta put in place
a new CRM solution. Nowadays, the
360° visibility of centralised infor-
mation contributes to better deci-
sion-making and improves the per-
formance of business negotiations.
Towards better management
of commercial activities
At the end of 2008, Mensura
Insurances management asked the
Information & Process Management
(IPM) department to study new
processes which would help them to
attain better operational e ective-
ness.
Frédéric Kekenbosch, Business
Process Manager: “While the initial
goal related mainly to quote man-
agement, we quickly extended the
project, so that it would also deal
with processes related to supporting
sales activities, relationships with
brokers, and the mobility of our
Sales team.”
ing of the performance of Micro- it would be possible to see these the existing quote management tool Frédéric Kekenbosch: “With a
A true xRM tool soft Dynamics CRM when it came when on the move or working re- and improving the visibility of client new module developed in the xRM
The IPM department analysis led to a large volume of data: 170,000 motely. and contract information. environment, we wanted to stand-
in 2009 to the first version of specifi- client descriptions, 5,000 brokers, Frédéric Kekenbosch: “Com- In the past, contract managers ardise and rationalise our quote
cations which would be the basis for 30,000 insurance contracts and al- pared to the alternative, which was had to use di erent pieces of soft- calculation process. The goal was
the choice of a new standard piece most 200,000 lines of financial data to develop a home-made solution, ware to make a quote, with, as an clearly to save time when making
of software. “A first demo of Micro- to be managed in a single CRM ap- the ‘Proof of Concept’ showed that immediate consequence, redundant a quote. We will measure it after a
soft Dynamics CRM by Travi@ta plication. Microsoft Dynamics CRM provided data encoding taking place. At the few months of active use. But it is
enabled us to realise the possibilities From the beginning, the invol- an additional wealth of functions same time, the business teams didn’t already clear that the integration
that a true xRM development tool vement of users was a crucial ele- thanks to its user-friendliness and its have a truly centralised tool to check of Microsoft Dynamics CRM with
can o er. A ‘Proof of Concept’, put in ment in the setting up of the test native integration with other o ce information relating to quotes, con- Microsoft Outlook contributes to
place by Travi@ta in barely ten days, environment: ten key users from tools. Recreating this would have tracts, and clients. user-friendliness and e ectiveness.”
convinced us that the xRM environ- di erent departments, including been possible, but we would have The o cial date of the launch of
ment which accompanies Microsoft members of Management, sales been missing out on what already the first phase of the Microsoft Dy- Help with decisions
Dynamics CRM had the potential to representatives and a few mana- existed elsewhere, and with greater namimcs CRM project was Decem- and improved visibility
meet our needs,” explained Frédéric gers from the Contracts department functionality. ber 1st 2010. In the weeks preceding Microsoft Dynamics CRM is
Kekenbosch. were able to test the application the launch, Travi@ta and Mensura also a tool which helps the decision
and give their opinion on how user- Calculation tool put in place an intensive training making process: based on inputted
Proof of Concept friendly it was, its performance, the The journey towards implement- programme for users, allowing six data and parameters and rules put
The implementation of a ‘Proof integration of data from other soft- ing the new system started in March half-days of training for each of the in place, the system automatically
of Concept’ was to enable the test- ware used by Mensura, and whether 2010. The first stage was replacing 40 users. suggests the appropriate rate to put
into an o er, which means the con-
tract managers don’t have to make
manual, Excel-table-based calcula-
New CRM 2011 Training Tracks
tions.
Thanks to this centralisation, the
company data are also more visible,
for the management as well as for
at Travi@ta’s CRM Academy
the commercial department. It is
now possible for employees to work
on the move: they can work remotely
– online, or o ine when an internet
connection is not available.
A 360° view
At the end of January 2011, the
second phase of the project at Men-
sura allowed to make all the finan-
cial and technical information on
the brokers available for the con-
tract managers. This brought added
value to their negotiations with the
brokers.
“Salespeople now have quick ac-
cess to the broker’s portfolio and,
when he is negotiating or prepar-
ing a contract with him, he can see
through a single, simple view what
the broker’s contracts, covered risks
and the client’s premium are. They
don’t have to read every file or con-
tract anymore. If they are shown
only what is useful for them, in the
end, they save time,” comments
Frédéric Kekenbosch.
Travi@ta’s CRM Academy is ready for CRM 2011! While our In conclusion, Frédéric Keken-
Dynamics CRM 4.0 courses will still be programmed, brand new bosch explains how the partnership
training sessions and course material have been developed for with Travi@ta worked. “Travi@ta
Microsoft Dynamics CRM 2011. stands out for its undeniable exper-
tise with regards to the Microsoft
These open course sessions come in two separate tracks to meet the Dynamics CRM solution. Integrat-
requirements of both new Dynamics CRM users and enterprises already ing our business logics within the
working with MS CRM 3.0 or 4.0 (“What’s new”). tool was not easy. It took time, but
the partnership between our IT
Check out the course calendar on www.traviata.be teams and Travi@ta allowed us to
obtain the result that was expec-
ted by the business. What’s more,
What’s new in Dynamics CRM 2011 Training: they were professional in their ap-
2 and 3 March 2011 proach to skills transfer so that our
IT team could become truly inde-
pendent.” ■

5. CRM 2011 SPECIAL 5
change activities under one roof. In the new CRM package had to reflect with over 100,000 contacts and tar-
addition, during the financial crisis the simplicity and flexibility that geted campaigns at regional level.
we were able to attract a great many characterised the sales and mar- For this purpose, the company uses
new customers who were turning keting processes in the still young a specialised e-mail tool that was
their backs on traditional banks.” company. At the same time, the new integrated into Microsoft Dynamics
solution however had to be able to CRM by Travi@ta.
Individual and personalised evolve to keep pace with the strong Christophe Bernard, Marketing
CRM approach is central growth of the company. CRM O cer at Keytrade Bank: “Ba-
The marketing strategy of Thibault de Barsy: “Many CRM sed on the extensive information in
Keytrade Bank deviates considera- systems are quite complex and re- Microsoft Dynamics CRM and the
bly from what is common with tradi- quire the support of a whole CRM information that is recorded during
tional banks. Seeing as the company team in larger organisations. We every campaign, a persistent person-
does not sell any of its own invest- however wanted it to be managed by alisation of future contact moments
ment products, it considers it one a limited number of people.” is made possible. In so doing we also
of its core tasks to inform customers Keytrade Bank took a close look have a better idea of the result of
regarding financial products that are at a number of CRM packages and every marketing action and we are
on the market and in so doing to al- Microsoft Dynamics CRM emerged able to increase the e ectiveness of
low customers to make a decision as the winner due to its flexibility any possible follow-up actions still
about their investments themselves. and user-friendliness. On the advice further.”
“In their marketing approach, of Microsoft, Keytrade Bank called
traditional banks start out from a on CRM partner Travi@ta to steer Knowledge transfer in a
static socioeconomic market seg- the implementation in the right di- trusted work environment
mentation based on age, gender, in- rection. In order to allow the knowledge
come etc. Keytrade Bank’s approach transfer to go as smoothly as pos-
Microsoft Dynamics is totally di erent: we strive for a
segmentation on an individual level,
according to the individual invest-
A to Z follow-up of leads
The green light for the imple-
mentation was given in May 2009.
sible, Keytrade Bank chose to have
two employees thoroughly trained
via the Travi@ta Academy. These
CRM provides ment profile and the risk strategy
that the customer indicates him or
Keytrade Bank provided a thorough
breakdown of the various work proc-
two people are now responsible for
the knowledge transfer to the users
proactive follow-up
herself based on a range of contact esses in the marketing and sales de- of the system.
moments”, explains Thibault de partments, which was subsequently Christophe Bernard: “Today 20
Barsy. translated into a technical analysis Keytrade Bank employees use Mi-
of leads at Integrated CRM
approach necessary
by Travi@ta.
The heart of the new CRM sys-
tem reflects the unique commercial
crosoft Dynamics CRM. The solution
is striking for its user-friendliness
and as an extension of Outlook it
Keytrade Bank The number of Keytrade Bank
customers doubled in the past 3
years to reach 135,000, both through
approach of Keytrade Bank, which
is strongly directed towards an in-
dividualised and personalised ap-
connects perfectly with the trusted
work environment of our employ-
ees.”
takeovers and organic growth. As a proach for customers and prospects.
The marketing strategy of Keytrade Bank stands out through an result of this, Keytrade Bank found Leads from a variety of channels Collaboration with Travi@ta
individual and personalised approach for every customer or prospect, itself facing a major challenge: the – telephone, website, information The next phase of the Keytrade
in contrast to the classic market segmentation found in traditional monitoring of smooth access to con- sessions, trade shows, etc. – are sys- Bank CRM project is the introduc-
banks. For this reason, Keytrade Bank needed a centralised CRM tact information for all employees tematically registered via Microsoft tion of Microsoft Dynamics CRM
system and chose Microsoft Dynamics CRM, which it implemented whilst retaining integrity and secu- Dynamics CRM and are followed up in the coordination of helpdesk ac-
with CRM partner Travi@ta. The rst and most important phase – the rity in this regard. from A to Z by the sales team. tivities and the coupling with the
optimisation of the marketing and sales paths – is now complete. A collection of isolated applica- For example, someone who re- telephone exchange. Naturally
The system sees to it that leads, originating from various sources tions and manual processes in the quests a brochure via the website Travi@ta will also be called on to
(spontaneous registrations via the website, events, e-mail campaigns, company therefore had to make way must fill in his or her details online help.
etc.), are followed up from A to Z in a proactive manner and that for an integrated CRM system: this to do so; this information is auto- “Travi@ta works pragmatically
marketing campaigns can be strongly personalised based on correct was to allow leads originating from matically recorded in Microsoft Dy- and in a well-structured way and
contact information. a variety of channels to be registered namics CRM, and after this Keytrade their consultants are highly acces-
and followed up on an individual Bank employees are able to carry sible. Many IT companies with a
basis from start to finish. In a second out the further follow-up of the lead broader service o er try to take ad-
In 1998, the first Belgian online Bank. Today Keytrade Bank is part phase, Keytrade Bank also wanted to themselves. vantage by always promoting extra
investment site was set up under the of the Crédit Agricole Group, one integrate the helpdesk activities us- products or services. Travi@ta sticks
name VMS-Keytrade, an initiative of the largest banking groups in Eu- ing the same CRM system. E-mail campaigns: to the project for which it was con-
that immediately strived for suc- rope. integration with tacted and do a very professional job
cess on an enormous scale. In 2002, Thibault de Barsy, Sales & Mar- The quest for a simple yet Microsoft Dynamics CRM for that matter”, concludes Thibault
VMS-Keytrade acquired bank status keting Manager: “What makes powerful CRM system Keytrade Bank carries out a very de Barsy. ■
through the takeover of RealBank Keytrade Bank unique is the com- Keytrade Bank had clear objec- large number of e-mail campaigns,
and changed its name to Keytrade bination of banking and stock ex- tives in mind as regards ease of use: both aimed at broad target groups
Customer Centric Banking with Travi@ta’s “CRM for Banking” Solution
As a CRM for Financial Services collected on a single page. Sales Force Automation “Sales Force Automation” shows All data is available in one ap-
specialist, Travi@ta o ers With the customer interaction Account managers can antici- the number of visits made, number plication, so the call center agent
a Banking CRM Solution, history module, all customer in- pate changes in each client’s life of proposals given and the total doesn’t have to learn to work with
based on Microsoft Dynamics teraction history such as internet cycle and the market to make ap- number of products. multiple applications (loan man-
CRM, that allows Banks to banking usage, branch visits, e- propriate o erings, resulting in re- It is possible to manage all cus- agement, credit card, cheque im-
attract new customers, retain mail sent and received, and SMS duced time and increased profits of tomer interactions and planned aging application,…) and doesn’t
existing customers, improve messages is replicated to MS CRM. their portfolio. activities within a single business have to switch from one screen to
operational e ciency and deal platform. another.
with a continuously evolving
regulatory environment. Customer Feedback Lead generation and
This solution aims towards (complaints and customer campaign management
a customer centric banking satisfaction) With Campaign management, it
experience, making customer There are 3 types of customer is possible to define the campaigns,
information more accessible, feedback: inquiries, suggestions associate them with target lists,
enhancing quality of customer and complaints. prepare the call scripts, distribute
communication, increasing Whatever the type, the simple calls to a team and monitor cam-
customer satisfaction and goal should be that the customer paign execution.
service consistency and tells the story only once. Lead Capture allows to capture
improving e ectiveness and They receive an SMS thank- leads on the internet and assign
measurability of campaign ing them for their feedback (with them.
activities. tracking number). Feedback is then
assigned to queues for operations, Customer Retention
A Single view of the for example Card ops / Cash ops / The tool enables Relation-
customer IT / Admin / Branch queues. SLA’s ship building using Social Media
Customer profiles that allow are defined on segments and priori- (Facebook / LinkedIn): send out
agents and relationship managers ties of feedback type. Friend invitations, store Facebook
to capture client information at attributes in CRM (personal data),
every contact point, help them to Customer Call Center publish campaigns on Facebook
build strategic customer knowledge automation and access LinkedIn access from
and insight over time. Agents get real-time access to CRM (professional data). ■
With “Single View of the Cus- customer history, accounts, activi-
tomer”, all customer demograph- CRM for Banking SEMINAR: 21th february 2011 ties, and interaction information,
ics, assets, liabilities, product us- Mo re info : w w w.t rav iat a .be regardless of the customer’s point
age, open cases and complaints are of contact with the bank.

6. 6 CRM 2011 SPECIAL
Concentra achieves more results from customer
contact and campaigns thanks to central CRM system
Concentra is the community media group in Belgium. Concentra
newspapers (including Het Belang van Limburg, Gazet van Antwerpen
and Metro), magazines, TV channels, radio stations and websites
are central in regional or demographic communities. The group as a
whole has around 1,100 employees.
Previously, Concentra used a Thorough preparation
self-developed sales force applicati- with blueprint
on. The system had been in use since To increase the chance of suc-
2004 but was only used by the B2B cess, Concentra first wanted to tho-
sales teams in the regional markets. roughly analyse the CRM needs and
Gradually the need grew for a more make a blueprint. “We spoke to se-
extensive system with more possibi- veral consultancy firms and looked
lities and the necessary flexibility. at their approach”, recalls Benny
We could not carry on extending Menten. “Travi@ta - just as we did
the old system”, explains Benny Men- - had a broader perception of CRM
ten, Manager Customer & Marketing than purely as an application. In
Services at Concentra. “Customer addition they have a lot of in-house
knowledge is nonetheless becoming knowledge in the area of CRM as
increasingly important but we could well as a clear vision on ROI and
no longer follow the changes in the they were able to present references
market by integrating new possibili- in the media sector. Their Microsoft
ties in the existing application. The Gold Certified Partner label inspired
tool was above all focused on inter- confidence, and they anticipated our
nal processing procedures and too demand for knowledge transfer. For
little on customers and markets.” this reason, we decided to choose
An extra source of motivation Travi@ta as partner in the elabora-
for the CRM project was the outda- tion of the blueprint.”
ted customer database. “Without The blueprint was a very tho-
a postal address we were unable to rough preparation and became the
register a customer in the database”, basis for the Concentra CRM pro-
explains Benny Menten. “As a result ject. “We interviewed every mana- regarding CRM products and sup- into much more than just a soft- ledge and bring about additional
separate ‘mini islands’ emerged with ger and also a large number of end pliers.” ware tool. “For us, CRM is an atti- sales.”
contact details, such as for online ac- users – around 50 people in total - on tude”, states Benny Menten. “Inves- Only after the blueprint was
tions for example. The CRM project the subject of CRM business needs”, CRM as an attitude ting in software is pointless if not complete did Concentra focus on the
was therefore also the ideal oppor- explains Benny Menten. “We star- By working that thoroughly, everyone cooperates in sharing and budget, approach and project orga-
tunity to thoroughly tackle the issue ted out from these business needs, Concentra wanted to ensure that applying their customer knowledge
of the customer database.” without already making a decision the new CRM system would grow so as to broaden customer know- Continued on page 11
Marketing department and sales representatives
Corelio Advertising work more goal-oriented
thanks to well-organised client information
Corelio Advertising wanted a Making people available of the new CRM system and what
new CRM system as a support Corelio looked at various pos- was important to them? Most of
for the advertisement sale. sible CRM software packages and the answers were in line with each
The marketing department opted for Microsoft Dynamics CRM. other. Because the individual CRM
wanted a more goal-oriented Corelio: “Microsoft Dynamics CRM projects for Passe-Partout and VUM
communication with their has very recognisable screens and were at an advanced stage already,
target groups and sales people offers what we were expecting. there was not that much more work
had to be able to work more Some packages offered even more at the drawing table. We did have to
efficiently by having more possibilities, but we didn’t need adapt parts because our clients see
client information. Corelio these. They looked too difficult to multiple sales representatives, each
implemented Microsoft implement and less user-friendly for with their own product. As stand-
Dynamics CRM together with the end user. Of all the partners we ard, Microsoft Dynamics CRM works
Travi@ta, expert in the field. met, Travi@ta inspired confidence. with one sales representative per
Travi@ta was able to show us they client, called ‘owner’. We also had
With Microsoft Dynamics CRM, had lots of experience having done to build in a separate safety for the
sales people obtained a well-organ- so many implementations at other quotes: we want to share all the in-
ised history of every client. After large companies. We are very satis- formation with all the departments,
every client visit, they enter the rel- fied with our cooperation: Travi@ta apart from the quotes. It is very im-
evant information. Through integra- seems to have made a realistic esti- portant to make people available
tion with other company software, mation of the time the implementa- within the company and allocate
sales people see at a single glance tion would take. Nonetheless, our them to the project. Travi@ta’s pace
which turnover the client is achiev- CRM system as support for adver- sponsible for the internal direction project was not that simple: tuning was very high and more than once
ing or which adverts he is placing in tisement sales. The marketing de- and organises the sale of themed ad- five departments to one another, all they suddenly needed lots of input
the Corelio group’s publications. The partment wanted to be able to com- vertising in newspapers of the Core- with their own back office and with from us. At moments like that, it’s
marketing department now has one municate more goal-oriented with lio group. Spotter sells advertising different CRM applications.” good to have people available to do
large database from which they can target groups and sales people had columns in our papers and free local The internal IT department en- this. Four of our people looked after
select to conduct marketing cam- to be able to work more efficiently by papers, Jobat sells job vacancies, Pas- sured that the back office system the project, together with a group of
paigns. Starting up marketing activi- having more client information. At se-Partout sells regional advertising was synchronised with Microsoft key users who now have to develop
ties, sending out mailings, ensuring that moment, the Passe-Partout de- space and Passe-Partout Regie sells Dynamics CRM. Although the VUM the CRM further from their practical
their follow-up; it is much smoother partment was starting up a similar national advertising space. These as well as Passe-Partout had both experience.”
because everything is contained in CRM project. Independently of each departments worked with various opted for Microsoft Dynamics CRM, Within a few months, everyone
one package. Administration also other, both departments decided to CRM applications before, written they first wanted to be sure whether at Corelio was working with Micro-
gets access to Microsoft Dynamics go for Microsoft Dynamics CRM. So themselves or not. A few didn’t even the package would also be suitable soft Dynamics CRM. Fifteen sales
CRM. Order processors are able to it’s only logical that Corelio Advertis- have a CRM and kept client informa- for a larger organisation like Corelio people within Corelio Connect start-
consult their orders there. Calling to ing opts for Microsoft as its supplier tion in Access or Excel. Lots of infor- Advertising. “That’s why we drafted ed with it initially, the rest followed
and fro with sales people looking for for its new CRM application. mation was only stored in the mail- a first plan together with Travi@ later. Passe-Partout had to transfer
addresses or details of contact per- “First of all, CRM must support boxes of about three hundred sales ta in February 2007”, explains the data from a different CRM system to
sons is no longer necessary. the sales & marketing department people in total. In order to be able to Research & BI Manager. “We sat Microsoft Dynamics CRM in an au-
Right before media group Core- at Corelio Advertising. It consists of cooperate better and work in a more down and talked to the various di- tomated way.
lio came into existence, predecessor five divisions who previously worked integrated way, we wanted to have visions, people in charge as well as
VUM chalked the plans for a new separately: Corelio Connect is re- just one shared CRM system.” sales people. What did they expect Continued on next page