PRO BTP currently provides 3.5 million members - employees and retirees - and 212,000 companies, with covers and services in terms of pension, welfare, health, savings and insurance. In 2012, its activity generated 6.8 billion euros worth of contributions. PRO BTP strives to optimize each and every one of its processes in order to restrict and simplify information flows and reduce processing costs. A modus operandi that has set the Group's management costs amongst the lowest on the market.
Active across the whole of France through its nine regional departments, PRO BTP drives, with its 500 advisors, a dense network of 114 agencies. In addition, the Group has a call center that processes 5.5 million calls and 27 million mails per year. PRO BTP also markets its offerings through its website and a mobile application. The Group regularly communicates exhaustive information to its audience – companies, craft workers, certified public accountants, employees and retirees – through magazines and newsletters.
PRO BTP chose to equip itself with a new marketing campaign management tool for several reasons, the first one being to boost sales activity across multiple channels and in real time. The aim was to take advantage of the keen interest of construction professionals in online services - accessible on mobile devices thanks to tablets or smartphones - which complement the more traditional channels that are agencies, call centers or even websites. The decision was also spurred on by process optimization prospects that would allow the Group to better control and maybe even reduce file processing costs.
PRO BTP hence selected the Adobe Campaign platform, the Adobe vendor's multi-channel campaign management solution, and Business & Decision to carry out the project and perform the necessary Information System adaptations for the new tool's integration. Frédéric Eimery, head of the PRO BTP project, comments: "To optimize business performance, we had to improve on member relationship: marketing had to be closer to the customer and in synch with his life path while not intrusive." Jean-David Michel, PRO BTP Development Director, adds: "Thanks to this automated tool, we can make follow-ups and send information in real time and push offerings at the right moment. The real-time stimulus and cross-channel service continuity are both essential nowadays to build customer loyalty." He continues: "Adobe Campaign can react in real time according to the target's behavior. Campaign scenarios are pre-configured. Tracking is performed on the website and using other customer service tools: telephone and agencies, and can thus trigger paper-based mail and outgoing calls."
Within PRO BTP, the IT and corporate departments shouldered the project together for two years. Frédéric Eimery comments "This is one of the biggest projects undertaken by the Group in the sales area. Requiring both technical and business management skills, the project demanded namely that teams anticipate on the not-so-near future. To support us throughout the project and maintain the pace, we thus decided to avail ourselves of the services of a Systems Integrator, in this case Business & Decision." Jean-David Michel explains their Systems Integrator choice: "We were convinced namely by Business & Decision's dual business and technical skill and full understanding of the challenges of our activity sector due to past projects handled. Of course, the fact that its teams were certified on the tool also weighed in. The results meet our expectations and without any deadline or cost overrun."
Benoist Bazzara, Business & Decision CRM Agency Director, points out: "PRO BTP really mobilized all the resources required to ensure successful project implementation. By motivating users, who were gradually trained on the solution as the project progressed, PRO BTP ensured the project's long-term viability." Business & Decision's teams created a marketing-dedicated datamart from the Group's main database. The scope of services also included the development of a marketing plan to define business and reporting rules and the integration of Adobe Campaign with various communication channels (email, sms, mail, telephone). Finally, Business & Decision's teams developed a feature to tag contacts and provide a 360 degree view of the customer.
Thirty users, product managers and operational marketing staff, have been working on the installed solution since October 2013. Local offices are already preparing distributed marketing-type campaigns that will be adapted to their local activity.
About d’Adobe® Marketing Cloud
There exists a platform that groups all the tools needed by digital marketing specialists. Its name is Adobe Marketing Cloud. It includes a complete set of web and application experience management, cross-channel campaign, targeting, advertising, social media and analysis management solutions as well as mobile features and services that collect campaign information useful to marketers. The latter can then use the knowledge garnered from this data to take direct relevant actions.
For more information, please visit www.adobe.com/solutions/digital-marketing
About Business & Decision
Business & Decision est Consultant et Intégrateur de Systèmes (CIS) international, leader de la Business Intelligence (BI) et du CRM, acteur majeur de l'e-Business, de l'Enterprise Information Management (EIM), des Enterprise Solutions ainsi que du Management Consulting. Le Groupe contribue à la réussite des projets à forte valeur ajoutée des entreprises. Il est reconnu pour son expertise fonctionnelle et technologique par les plus grands éditeurs de logiciels du marché avec lesquels il a noué des partenariats. Présent dans 15 pays, Business & Decision emploie actuellement plus de 2 500 personnes en France et dans le monde.
Plus d'informations sur www.businessdecision.com.
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