360° customer view operation for Grands Moulins de Paris

Grands Moulins de Paris is known to the general public for its Francine brand, whose traceability is also ensured thanks to the blockchain. But the century-old company (founded in 1919) primarily serves B2B markets. It employs a thousand people and has a turnover of €463 million.

Therefore, ETI’s main customers are not individuals, but bakery professionals (10,000 customers per year, and 7,000 per month), wholesalers, retail chains and manufacturers.

Integration and maintenance: key parameters

To manage its commercial activity in its various sales channels, Grands Moulins de Paris relied until 2020 on a solution limited in performance in relation to its needs (SalesMap). The application provided the basics of a CRM, commercial reporting and a list of prospects and customers, but the application “imported prospects/customers very poorly and so did the CRM was very bad”, recalls Damien Loiseau, director of sales development for sucker .

So the decision was made to modernize this application area to have a real 360 perspective of the customers of artisanal bakeries.

SAP CRM is “a more pragmatic choice”.

Damien LoiseauDirector of Sales Development, Grands Moulins de Paris

In 2019, Grands Moulins de Paris migrated its obsolete ERP to a SAP ECC solution. This will not be the only brick of the German publisher to be deployed, as the company has also chosen from 2021 its CRM solution. An “original” option that was missed.

Damien Loiseau pointed out that the three main market offers, including Salesforce, were placed in competition during the call for tenders. “We asked for demos and accurate costs. Not only in cost, but also in the time required internally for the project. »

On the main criteria, SAP stood out as “a choice more pragmatic than heart”.

If a competing technology offers a good interface, the cost for integration and maintenance for DSI is militated in favor of German CRM. And this aspect of sustainability, on the business and IT side, is a critical parameter.

The big CRM project of Grands Moulins de Paris can start. “We want to have a 360 vision of the customer. This project remains to be completed. The transformation is not yet complete,” emphasized the director of sales development.

The same customer file for all channels

This unified view is even more necessary because different internal profiles interact with the customer: sales, customer service, e-commerce and telesales. Thus, telemarketers, who take orders, do not have access to data related to the activity of sales representatives or after-sales service.

E-commerce, launched 5 years ago and redesigned in September, also operates as a silo compared to other customer interfaces. “Our goal is therefore to centralize information through a 360 vision to provide the highest number of services. For example, whether in telesales or customer service, they should be able to access the same invoices. »

Beyond the creation of a single customer repository, Grands Moulins de Paris identified several needs that the CRM implementation aimed to address. In terms of sales promotion, the software package should make it possible to improve prospecting and targeting actions to increase sales performance.

This goal involves making available to the sales force “the best information on customers and prospects”. It is also based on SAP’s integration with various tools, particularly for marketing targeting and pricing. Such interfacing was impossible with the previous solution.

The CRM brick allows, for example, the exchange of data with ERP, the archiving of contracts through DocuSign, but also to send credit management and loan data back to salespeople. Infolegale APIs feed customer files directly with company data.

Customer service is connected to CRM in 2023

The integration of various CRM functions and its deployment is organized in batches.

The first, the activation of important management functions (creation of files, recovery of sales, history, etc.), was implemented in 2021. Batch number 2 (Credit Management, DocuSign, management of loans in customer) is also completed.

The third will consist of connecting customer service to CRM for managing various processes (complaints, ticketing, etc.). Finalization is scheduled for July 2023.

At this stage, CRM concerns only the customers of the artisanal bakery, “the most extensive and complex network” with 7,000 loyal customers per month. It has 250 users. The project roadmap plans to move industrial customers to CRM as part of lot 3.

250 people trained in one month

To support this technological change, Grands Moulins de Paris also worked on innovation management and training. “The challenge is to train 250 people in one month,” says Damien Loiseau. “We have allocated a lot of resources for innovation and training. »

In addition, for 1 hour over two months, an internal team supported users through the “classroom” process. More than a dozen video tutorials have been created, compiled in a Sharepoint, and describe the main functions (creating a customer, finding invoices, etc.).

“Salespeople know the importance of CRM and how it can make their lives easier. Therefore, they push behind the tool,” said the project manager. However, daily mobilization remains a challenge in all organizations. “Making reports and informing the customer base as much as possible is not the strong point of a sales force”, he admits.

Users are aware of data issues

To improve these tasks, the company therefore takes actions, in particular supervision, by reminding the meetings of the need to fill in the missing data and the definition of these processes. One year after deployment, the project team again worked with 250 users in a one-hour workshop.

“Making reports and informing the customer base as much as possible is not the strong point of a sales force. »

Damien LoiseauDirector of Sales Development, Grands Moulins de Paris

The third step may consist of “implementing” the proper use of CRM. To reduce the use of leverage, the company implemented automation to retrieve data from the CRM database and identify missing items. Users can act on this incomplete data and re-enter it into the database.

After more than a year of use, Damien Loiseau is satisfied with the results, especially in terms of adoption, facilitated by the instant loading of customer files. “The salesperson can act quickly, for example with pricing and feedback. CRM allows us to work better with our customers from the very beginning. »

Towards up-sell and cross-sell

Regarding prospecting, the database is populated through Infolegale APIs, leading to the automatic creation of prospects in the CRM. “We now directly own this database, which we can use to identify the right targets. »

“The 360 ​​customer vision is never really finished,” says Damien Loiseau, however. There are many projects in this sector. The first step will consist of “connecting” customer service, then acquiring order channels (tele-sales and e-commerce). Integration with e-commerce, in today’s state of the art, will promote the reporting of additional data (reading articles, cart abandonment, etc.) and upselling and cross action -selling in different channels .

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