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Efficy swoops for Royal App Force

Belgian firm Efficy, has acquired software start-up company Royal App Force.

Royal App Force was founded at the end of 2014 and its mobile app, Peak Me Up, uses gamification techniques to motivate sales teams and keep them focused on activities that generate revenue for their business.

Efficy employs around 100 people at its offices in Brussels and in Paris and Aix-en-Provence (France), Windhof (Luxembourg), Utrecht (Netherlands), Geneva (Switzerland), and Istanbul (Turkey). Companies that utilise Efficy’s CRM solution include BECI, Ingenico Group, CBRE, Kinepolis, Eiffage Benelux and BOZAR.

The next version of Efficy CRM will be one of the world’s first CRM (customer relationship management) systems to incorporate gamification techniques at the heart of the software, and will include modules inspired by Peak Me Up.

All of Royal App Force’s workforce are being retained and will be integrated into Efficy NV with immediate effect.

Dominique Mangiatordi, CEO of Royal App Force, will be co-shareholder and Marketing Manager of Efficy and will also become a member of its executive committee.

Following the acquisition, 88% of the shares of Efficy NV will be held by management and various employees. The remaining shares will be held by Cruxis bvba.

“Gamification is the future,” said Cédric Pierrard, CEO of Efficy. “Our CRM solution has always had the aim of making users’ lives easier, and we have always ensured that data entry is as easy as possible. Gamification takes things one step further. Users will be motivated to enter data, and as a result they will become more engaged. Gamification will not only be integrated for sales staff, but also for support staff, administrative staff, technical specialists and others. Integrating gamification techniques in the heart of our CRM software may make us the first genuinely gamified CRM system in Europe, and one of the first in the world,” said Brussels-based entrepreneur Pierrard.

Both solutions, Efficy CRM and Peak Me Up, will continue to be sold by Efficy.

At the same time, gamification techniques and a number of Peak Me Up modules will be integrated into the new version of Efficy CRM.

Peak Me Up currently only exists in the form of a mobile app, but the new version of Efficy CRM will make the functions of Peak Me Up available on standard computers as well as mobile devices

“Gamification is the latest key trend in sales,” said Dominique Mangiatordi, CEO of Royal App Force. “Our clients have seen sales activities easily increase by 25%, so our mobile app provides an impressive return on investment. Sales managers have access to both greater amounts of and more accurate information, allowing them to provide their staff with coaching based on actual data.”

The most recent version of Efficy is available in Dutch, English, French, German, Japanese, Polish, Spanish and Turkish. Efficy CRM has over 55,000 users at some 1600 companies in nine countries.

Companies using Peak Me Up include Bacardi, Continental Foods, Niko, Imperial Tobacco, Royco, Publicis, Allianz and Saint-Gobain.

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