This week, Badsender offers you to make an opinion on CRM360° from Follow The Sun! CRM360° is a complete CRM suite for medium-sized companies. The solution also includes a complete emailing solution. Feel free to add a comment if you have an opinion on Follow The Sun and CRM360°Interview:
Can you give us a brief history of CRM360°? When was the company founded, by whom, has the business model evolved since the beginning of the adventure?
CRM360° is a solution published by Follow The Sun, a company founded in 2011 in Lille-Métropole, France. Drawing on their extensive expertise in customer relations, and in a context where Master Data Management and Big Data are real challenges for companies, François-Xavier Ousselin, Jean Derreumaux, Olivier Piettre and Nicolas Destroye decided to create CRM360°, an expert customer relations knowledge and exploitation solution for medium-sized organizations.This solution is aimed at all organizations wishing to implement their relational marketing strategy, and who are looking for an affordable, immediately available and easy-to-use solution. Our aim: to restore agility to customer relations and make BtoC CRM accessible to all.In general, what services does CRM360° offer (not just emailing services)?
Our comprehensive approach enables you to gain in-depth knowledge of each of your customers, and to launch relevant marketing actions using the most appropriate communication channel (e-mail, sms, post, mobile, call center, etc.) The solution, marketed in SaaS mode, is accessible 24/7, from any browser. We are active in all areas of Customer Relationship Management, including :- Customer knowledge through the centralization, qualification and enrichment of internal and external data to the company, providing a 360° view of the customer for a perfect knowledge of the customer;
- Access to a complete and customizable customer file;
- The realization of multi-criteria targeting;
- Planning, integration and routing of multi-channel marketing actions such as email, SMS, mail, call center, mobile... with the possibility of automatic triggering to optimize marketing pressure and increase campaign ROI;
- Access to complete dashboards on the data in the database and on the results of the marketing actions undertaken to manage customer relations and make decisions independently.
Among these services, which ones are related to emailing?
The integrated campaign tool enables you to send e-mails directly from our platform. In order to send quality e-mails, it is important to carry out careful targeting beforehand. We give our customers the option of using multiple targeting criteria (declarative or behavioral) to refine the target population as much as possible. CRM360° enables the creation of truly customizable and automatable scenarios, making customer relations more agile and simpler to manage. In short, CRM360° enables you to script, program, personalize and control the sending of e-mailings.Finally, it is essential to be able to track the results of email campaigns and calculate their ROI. Reports on actions taken are available. For example, you can calculate :- The opening rate;
- Click-through rate;
- Reactivity rate;
- The churn rate.
How much of your business is dependent on emailing?
About 30% of our business depends on emailing.What makes CRM360° unique in your market?
We founded our company on the conviction that the know-how of a large company can also be made available to SMEs, and at lower cost. The expertise we've acquired through our fifteen years' experience in BtoC CRM for major international groups enables us to anticipate a company's needs in terms of customer relationship management, and to support them throughout the process, including international deployment, which we are ideally placed to manage.Can you tell us about your data quality offering? Are advertisers aware of the importance of this type of service?
Advertisers are well aware of the importance of data quality, and rightly so! The vast majority of databases, if not all, contain erroneous or duplicate information. This can have serious financial consequences for a company, and we have the means to ensure that your database is clean and highly qualified.We therefore offer a number of processing options integrated into CRM360°. We proceed as follows:- The rectification, correction and validation of postal addresses in France and abroad, whatever the alphabet
- Syntax validation of e-mails and phone numbers
- To the undubbing
- To the identification of fixed and mobile numbers
- To the delivery of international telephone numbers
What does "Full Service" mean to you in terms of emailing?
For us, "full service" means taking charge of the emailing process from start to finish, from the creation of relevant targets to the sending of campaigns and the analyses that can be drawn from them (click-through rates, open rates, calculation of campaign ROI, etc.) The underlying idea is to give our customers maximum flexibility and provide them with as much information as possible, so that they can focus on the strategy they wish to implement.What technical solution do you use to send your emails?
We use CRM360°'s internal services coupled with an industry leading email router.What are the 3 main challenges for the next few months in the emailing world?
- Data quality
- The adequacy of messages in relation to the target in the face of message saturation. You have to know how to speak to the right target, at the right time
- Campaign ROI
A last word to conclude?
First of all, a big thank you to Jonathan for his interview and his blog, which we follow with great interest. For those who would like to find out more about BtoC CRM and discover our solution, we invite you to our next online demonstration, which you can find all the information about at our website.Need help?
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