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 edited by the company Follow The Sun, created in 2011 in Lille-Métropole.
Relying on a strong expertise in customer relationship management, 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 wanted to create an expert offer of knowledge and exploitation of the customer relationship for medium-sized organizations: CRM360°.
This solution is intended for all organizations wishing to implement their relational marketing strategy, and who are looking for an affordable, immediately available, and easy to use solution.
Our goal: to restore agility in customer relations and make BtoC CRM accessible to all.
In general, what services does CRM360° offer (not just emailing services)?
Our approach is complete: to allow to know in depth each of its customers, and to launch relevant marketing actions on the most appropriate communication channel (email, sms, mail, mobile, call center...).
The solution, marketed in SaaS mode, is accessible 24/7 from any browser. There is no time commitment, no project and no license purchase.
We intervene in the fields related to Customer Relationship Management such as
- 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.
Our open environment and our many partners allow us to extend the functionalities of CRM360° in a click (creation of contests, couponing, recommendation engine, interactive terminals...).
Among these services, which ones are related to emailing?
The integrated campaign tool allows you to send emails directly from our platform.
In order to send quality emails, it is important to carry out well thought-out targeting beforehand. We give our clients the possibility to carry out targeting on multiple criteria (declarative or behavioral) in order to refine the target population as much as possible. The counting of these targets can be automated in order to send communications adapted to the contacts in the database.
CRM360° allows the creation of real customizable and automatable scenarios that give more agility in customer relations and simplicity in managing them.
In summary, CRM360° allows you to script, schedule, personalize and control the sending of emailing.
Also note that the integrated emailing tool offers optimized email deliverability thanks to an excellent knowledge of ISP rules and privileged agreements with the main ISPs on the market.
Finally, it is essential to be able to follow the results of emailing campaigns and to calculate their ROI. Reports on the actions taken are available. They allow for example to calculate :
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- 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 created our company based on the conviction that the know-how of a large company can also be made available to small and medium-sized companies, and at a lower cost. We are therefore committed to offering solutions that are simple to use and easy to access, but which retain the expertise required by large companies, as the level of requirement does not decrease much.
The expertise we have acquired through our fifteen years of experience in the field of BtoC CRM with large international groups allows us to anticipate the needs of a company in terms of customer relationship management.
Our idea is to accompany them throughout their career, also considering an international deployment that we are fully capable of managing.
Can you tell us about your data quality offering? Are advertisers aware of the importance of this type of service?
Advertisers are aware of the importance of data quality and they are right!
The vast majority of databases, if not all, contain erroneous or duplicate information. The financial consequences can be heavy for the company and we have ways to make a clean, highly qualified database.
Therefore, we offer a number of treatments integrated with CRM360°. This is how we do it:
- 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
All these processes can be automated and configured online.
What does "Full Service" mean to you in terms of emailing?
For us, "full service" means taking care of the emailing issue from the beginning to the end of the process, that is to say from the creation of relevant targets to the sending of campaigns and the analyses that can be made of them (click rate, opening rate, calculation of the ROI of the campaigns...).
The idea behind it is to give our clients the most flexibility and the most information possible so that they can focus on the strategy they want 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 that we follow with attention.
For those who wish to learn more about the BtoC CRM and discover our solution, we invite you to our next online demonstration. our website.
