In 2004, restructuring our distributors network became a key element of our strategy. As a result, we started thinking about Client Relationship Management. The main policy put into place was to harmonize our commercial actions with our marketing actions, based on a unique global client base that could be easily accessed, even by mobile users. In order to be able to create efficient scoreboards of our activities, we wanted to have access to detailed analysis of our clients and of our marketing and commercial campaigns. Our project started in July 2004. E-DEAL CRM rapidly appeared to be the solution that best met our requirements, and preliminary tasks were initiated in September 2004. Our goal, from the start, was to integrate the project ourselves.

Implementing the application only took six months. The marketing and telemarketing teams were first equipped, with special functionnalities that we developed internally to match their specific needs. The sales and customer service teams quickly followed. As a result, E-DEAL CRM is now the main interface on the sales chain, during the stages of prospection, sales or back-office treatment.

The AIG VIE project's main interest therefore resides in the fact that the whole Customer Relationship chain is managed through the single E-DEAL application. The chain's main elements actively use this CRM tool : while the telemarketing team prospects for new clients, the sales team is able to dynamize the existing distributors network of over 30 000. The mobile sales teams can also access the client workflow, and are granted real-time access to the producers' activity. Using E-DEAL CRM's detailed client segmentation, they are also able to optimize client visits using E-DEAL's geomarketing function. All of the commercial activity is then analyzed by the marketing teams through E-DEAL's decisional module, which enables the creation of statistics and accounts. The marketing teams then realize e-mailing campaigns to animate a few precisely chosen targets within the distributor's network.

By choosing a tool such as E-DEAL CRM, based upon a reliable and stable Java platform, we were able to industrialize all of our CRM processes. Sharing the CRM tool brought fluidity to our front-office/back-office exchanges. Our commercial activity became more active in a field where it was simply reactive, and we managed to save some time for detailed client actions or to be able to provide complementary services.

In conclusion, E-DEAL CRM's project enabled us to strengthen our mastering of our distribution network, and to better understand our market.

The next developments we look forward to for our CRM system are adding workflow functionnalities (alerts, automated e-mails, etc.), connecting the system to our EDM, and CTI integration. Éric PRÉVOST BI Manager