CCV Belgium, a value-added distributor of electronic payment systems and a part of an international group, introduced a sophisticated commercial follow-up system for its direct sales organisation, from first contact to the signing of the sales order. It quickly became apparent that the company was unable to operate outside of a CRM system in order to share information and better follow up success ratios in the sales teams. Based on a needs assessment and a personalized demonstration, CRM partner Travi@ta was able to convince CCV Belgium to choose a solution based on Microsoft Dynamics CRM. The intention is that other countries within the group - the Netherlands, Germany, France and Switzerland - will follow Belgium's example.

1. Microsoft Dynamics CRM
Service provider of electronic transactions CCV Belgium
joins forces with Travi@ta and Microsoft Dynamics CRM
“Without any commitment on our
part, Travi@ta first spent a few
hours listening to our needs. We
appreciated that enormously”
Anouk Arendt, Sales Marketing Manager
at CCV Belgium
CCV Belgium, a value-added distributor of electronic
payment systems and a part of an international group,
introduced a sophisticated commercial follow-up system for its direct sales organisation, from first contact
to the signing of the sales order. It quickly became
apparent that the company was unable to operate
outside of a CRM system in order to share information and better follow up success ratios in the sales
teams. Based on a needs assessment and a personalized demonstration, CRM partner Travi@ta was able to
convince CCV Belgium to choose a solution based on
Microsoft Dynamics CRM. The intention is that other
countries within the group - the Netherlands, Germany, France and Switzerland - will follow Belgium’s
example.
CCV Belgium is part of an international organization of Dutch origin. The Belgian subsidiary is particularly successful as a compe-

2. country: Belgium
industry: Financial Services
profile
CCV Belgium, founded in 1997, delivers customized products and services for electronic payment
traffic. In Belgium the company has over 40,000
customers, which it serves with a direct and
indirect business model. CCV also has establishments in the Netherlands, Germany, France and
Switzerland.
challenge
In order to monitor success ratios of the full
commercial cycle, CCV was looking for a solution
to make the contact history of every customer or
prospect accessible in one CRM database.
titor to Atos Worldline, the former Banksys which previously held
a monopoly position. CCV Belgium mainly targets independent
retailers with its payment solutions.
Anouk Arendt, Sales Marketing Manager at CCV Belgium: “Generally, retail mainly looks for a low maintenance solution which
guarantees them that the money will be in their account as quickly as possible.”
Market segmentation as a basis for closed-loop
marketing approach
The basis of CCV Belgium’s success is a multi-channel approach
founded on a well thought out market segmentation. Anyone
who hears Anouk Arendt speak with passion cannot fail to be
impressed by the well oiled sales organisation that she helped to
develop. The mission is simple yet ambitious: A to Z follow-up of
solution
A needs assessment and a personalized demonstration of Microsoft Dynamics CRM were able to
convince CCV Belgium to join forces with CRM
partner Travi@ta. After Belgium, an extension of
the CRM project to the Netherlands, Germany
and Switzerland has already been planned.
benefits
•
•
•
•
•
Familiar Microsoft environment for
employees
Bilateral integration between Microsoft Dynamics NAV and Microsoft Dynamics CRM
Access to a full history of prospects, customers and partners for all concerned employees
Lead teams based on success ratios
Capability to listen and flexibility of CRM
partner Travi@ta
the commercial path, from the initial lead generation to the scoring of the order to ensure that no opportunities are lost.
Based on a purchased marketing database - which is renewed
every 3 months –150 direct mailings are carried out per Sales
Representative every week thanks to a sophisticated regional and
sectorial segmentation. On an annual basis, it is quite possible
that some prospects, taking into consideration their potential, are
approached up to 3 times.
Access to information crucial for collaboration
Every one of the 10 Sales Representatives is responsible for the
follow-up of appointments with prospects in their region. In this
they are supported by five internal telemarketing employees.
Within the sales team, every Sales Representative must therefore
work closely as a team with one of the telemarketers.
I do not believe in working with external call centers. A telemar-
software & services
keter has to build up a connection with the prospect, and this is
Microsoft Dynamics CRM
best done with one of your own staff”, adds Anouk Arendt.
“Within the team, all information on the history of a prospect
must consequently be made accessible to all employees: from
mailings and telephone conversations to the calendar and quotes
issued. In short, the fragmentation of the information in among
others Excel and Outlook, must give way to a central CRM database”, explains Anouk Arendt..

3. “I prefer a Sales Representative to have 30 appointments a week with a success ratio of 50%, rather than 40 appointments with a ratio of 20%. But to be able to do this, you must be able to retrieve the information from a CRM system.”
Anouk Arendt, Sales Marketing Manager at CCV Belgium
Microsoft Dynamics CRM with Travi@ta
In the search for a CRM system, a preference was quickly
given to Microsoft Dynamics CRM: “Choosing the Microsoft platform was obvious for us: the Outlook user environment, the integration possibilities with our Microsoft
Dynamics NAV ERP system... it is a familiar platform”,
says Anouk Arendt.
a CRM system to a solution to manage specific processes only: “By doing this you make a sort of funnel
from which there’s no way out. We opt for an open and
flexible CRM database: even when the company changes
through new employees or products, the system must
remain usable.”
CCV Belgium came into contact with Microsoft Dynam-
The numbers tell the story: managing
teams based on success ratios
ics CRM partner Travi@ta, and their approach quickly
Increasing efficiency was high on the wish list for Anouk
seemed to hit the mark.
Arendt. Thanks to the Microsoft Dynamics CRM call
scripting module, the telemarketers are able to deal with
“Without any commitment on our part, Travi@ta first
and record conversations quicker. This also facilitates the
spent a few hours listening to our needs. We appreciat-
subsequent calling up of queries.
ed that enormously. After that, they carried out a customized demonstration for us. This immediately seemed
“The numbers tell the story”, states Anouk Arendt. “I
to tie in with our vision and processes”, explains Anouk
prefer a Sales Representative to deal with 30 appoint-
Arendt.
ments a week with a success ratio of 50%, rather than 40
appointments with a ratio of 20%. But to be able to do
The two-way integration between the Microsoft Dy-
this, you must be able to retrieve the information from a
namics NAV ERP system and Microsoft Dynamics CRM
CRM system.”
seemed no problem for Travi@ta: it must ensure that
order and customer information is continually updated
According to Anouk Arendt, the same applies when
in the system and that the service also takes place in
you want to offer new products and services to existing
streamlined fashion in the future.
customers: you must first be able to map which solution
the customer currently already has.
Not a funnel, but an open CRM system
Anouk Arendt explains that you must avoid restricting

4. International plans with Travi@ta
Within the group, CCV Belgium is considered as a pilot country
when it comes to CRM.
Anouk Arendt: “In other countries, CCV Belgium is considered as
a small yet flexible commercial organisation which has a lot of inhouse competences regarding CRM. For this reason, the Netherlands, Germany and Switzerland are looking forward to our CRM
project for the international roll-out as of 2013.”
“Generally, retail mainly looks for a low maintenance solution which guarantees them that
the money will be in their account as quickly
as possible.”
for more information
Microsoft: +32 (0)2 503 31 13 or www.microsoft.com.
CCV Belgium: www.CCV.eu
Tel. +32 (0)2 721 88 80
www.traviata.eu - info@traviata.eu