Efficy Group was founded in Belgium by partners Cédric Pierrard (current CEO) and Robert Houdart (current CTO) and is currently located in thirteen countries in Europe: Belgium, Denmark, Finland, France, Germany, Luxemburg, Norway, Poland, Portugal, the Netherlands, Spain, Sweden, and the United Kingdom. The company also has offices and teams in Uruguay and Hong Kong.
Efficy is a major player in the European CRM (Customer Relationship Management) market. They offer a wide range of solutions and have won over some 13,500 customers with an exciting yearly turnover of EUR 66 million.
Interview with Laetitia Baret, Head of Brand Positioning & Melissa Lindley, Branding Copywriter at Efficy Group.
Easy Engineering: A brief description of the company and its activities.
Laetitia Baret & Melissa Lindley: Our ambition is to become the #EuropeanCRMChampion, and our mission is to help each company succeed by helping them transform their customer data into customer knowledge while simplifying the work of their employees. Our main values are Efficiency (we aim to deliver the best CRM to demanding and inspiring clients) and People First (our DNA: listening to our customers, to our ecosystem and to our colleagues).
E.E: What are the main areas of activity of the company?
L.B & M.L: We’re a CRM company. CRM stands for Customer Relationship Management and it represents a collection of tools, processes and techniques used by an organization for the purpose of acquiring, nurturing, and retaining its customers and, more globally, its contacts/audience, and managing their relationships with the organization.
Any typical CRM system can collect, analyse, store and retrieve customer data from multiple channels into a centralised database that everyone in the organization can see.
With Efficy’s CRM solutions, every employee has a solution that meets their needs and expectations. Our customers are guaranteed to work with a CRM especially adapted and carefully tailored to their business, roles and operational needs.
E.E: What’s the news about new products?
L.B & M.L: We can share that we’re working on integrating AI in our CRM system in order to support users in their daily tasks and missions. That way, they’ll be able to focus on high-value missions and forget about repetitive tasks.
E.E: What are the ranges of products?
L.B & M.L: We work with organizations in all stages of development: starters, SMBs, enterprises and big corporations. We offer specifically tailored and customized solutions for each type of company:
- Our Starter solution is a quick and easy way to use CRM software, for organizations with a minimum of 2 users.
- Our SMB solution is a configurable and customizable CRM software to support our customers’ growth, for those with a minimum of 5 users.
- Our Enterprise solution is a complete CRM software, adapted to each department, to simplify our customers’ internal processes and development. For organizations starting with 5 users.
- Our Corporate solution is a tailor-made software to automate all of our customers’ CRM processes.
Besides their specific functionalities, all plans include:
Common functionalities (CRM)
- 360º vision of the sales funnel
- Mobile application
- KPIs
- Outlook / Gmail integration
- Unlimited storage
- Create and save customised fields and views
- Efficy connect (API, import / export)
- Advanced search engine
- Documentation and report management (both sales and tasks)
Support
- Technical support
- Online help
- Support
Email Marketing (from SMB offer)
- Templates
- Campaign Module
- Synchronisation with Marketing Automation tools
We believe CRM is the core building block of our customers’ information system, and therefore, it should be open, high-performing, scalable and customizable. At Efficy, we offer all of the above.
E.E: At what stage is the market where you are currently active?
L.B & M.L: The CRM market has developed quite quickly as a response to the world’s need to be digitalized and interconnected. With the invention of cloud based CRMs came the concept of integration. As a result, many CRM service providers started to offer integrations with other software such as ERPs, email marketing tools, project management suites, Team communication tools and so on.
Nowadays, modern CRMs are equipped with artificial intelligence and machine learning abilities that enable them to predict the entire customer journey with any given brand through the available data about each of the customers in the database.
E.E: What can you tell us about market trends?
L.B & M.L: We are attending to a market consolidation. In Europe, we have many local CRM players – almost 600 players in our field! They tend to merge all together to be able to compete with the American giants. And at Efficy, we’re completely aligned with this trend.
E.E: What are the most innovative products marketed?
L.B & M.L: Generative AI, definitely. There’s already plenty of predictions for what it can do, but in the near future we’ll be able to really see how much we can use it to our advantage.