Animating a software vendor's installed base with a 360° commercial approach: up-sell, cross-sell, retention and back-office.
Context
CEGID is a business management software vendor supporting companies in digitalising and steering their activities, with mainly cloud-based solutions: finance and accounting, ERP, HR and payroll, accounting practices and retail.
eurocrm was entrusted with a programme dedicated to animating the installed base and identifying sales opportunities across several business units: improving the commercial relationship and satisfaction, growing the value of the existing base, qualifying new opportunities.
The programme also aimed to free up CEGID sales teams for new business, and to improve the quality and use of CRM data.
The programme
Specialise by business unit
Dedicated people master CEGID solutions, their targets and the client environments of each business unit.
Absorb workload variations
A pool of versatile people supports campaign launches and activity peaks.
Work with a 360° customer view
Portfolio ownership, rather than a purely product- or campaign-driven logic.
Orchestrate tasks and leads
Allocation follows skills, workload and priorities, with transparent steering and continuous improvement.
Activities delivered
Engagement
Installed base engagement
Product and release information, advice based on the client's equipment and needs, solution promotion and identification of additional needs.
Detection
Opportunity detection
Interest detection, needs qualification, appointment setting for sales teams and prescription work with accounting practices.
Back-office
Sales back-office
Purchase order entry and issuing, order validation follow-up, licence and service activation.
Data
Data cleaning
CRM database normalisation, information updates, enrichment of contact and company data.
Retention
Retention
Handling cancellation requests, proactive actions on at-risk clients, retention offers and long-term re-engagement.
Indicators tracked
Service quality and customer satisfaction
Conversion rate and activation rate
Sales opportunities detected and qualified
Achievement against commercial targets
Key success factors
Mastery of CEGID solutions and client environments
Specialisation of resources by business unit
A pool of versatile resources for flexibility and responsiveness
Orchestration of tasks and leads by skills, workload and priorities
A portfolio-driven approach based on customer knowledge
Transparent, responsive steering with continuous improvement
Results
93 %service quality
25 %conversion rate
93 %activation rate
84 %customer satisfaction
4,3 M€of sales opportunities identified
132 %of target achieved
12 à 19people mobilised depending on campaigns
Results measured on the CEGID programme and published with the client's agreement. They depend on the scope, campaigns and targets involved and are not a guarantee of results.
