Afflelou's CRM system

Chanel
El Samad
Kazadi
Pladys
Roussel
 Contents

 Presentation of the Customer Relationship

Management system

 Case study: Afflelou's CRM

 What is Customer Relationship
Management (CRM)?
• Strategy to manage a company’s relationship
with clients, customers and sales prospect
• Goals: find, attract, win new clients & retain them
• Uses technology to: organize, automate and
synchronize business processes (principally sales
activities, marketing, customer service &
technical support)
 How does a CRM work?
3 phases:
• Acquire new customers through contact management and selling
• Enhance tools necessary to make shopping easier for clients
• Retain customers by offering them rewards for their loyalty
 Afflelou
Number of shops: 657 (in France), 249 (in Spain),
78 (in other countries)

Turnover including tax in million euros : 725,86

Leader brand in spontaneous and prompted brand-

awareness

Leader brand in innovation and price

competitiveness
 Afflelou

Staffing : Less than 200 people in management

(retail stores excluded)
Main Issue : Implementing a CRM system for the
franchised shops considered as customers of the
company.
Solution : Minos CRM of Isys (Ordirope group)
 Agreement with Isis in 2006,
three steps for implementation
of the CRM system.

 A basic system for managing franchised stores (clients

database) interfaced with the invoicing and accounting
system.
==> enables to consolidate and better know the turnover of
each store.
 A system with complementary customer databases (linked
to management control and potential litigation)
 A globalization of the two first steps (with all branches of
the chain store)
 Evaluation of this system
Users feel satisfied they joined the system

Ability to have information updated by the

managers ==> gain of time

Relevant data for management control

Data for segmentation and global views

The CRM system enables the head
office to:
 Have a steering tool for activities,
 Have statistic analysis (sales by product lines)
 Manage schedules for visiting franchised stores
 Define priorities (implementation of new stores,
advertisement campaign,...)
• Automatization of process==> earn of time.
 Ressources
.
The impact of customer relationship management through
implementation of information systems
Edward C.S. Ku; Total Quality Management; Vol. 21, No. 11,
November 2010, 1085–1102
Afflelou refond l'informatique de ses 900 magasins; La Tribune; 16
Avril 2008

http://www.isysgroupe.fr/