Oracle gears up to chase emerging CRM market

Oracle puts together targeted customer relationship management (CRM)team to take advantage of emerging market opportunities.

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By  Greg Wilson Published  June 3, 2001

Oracle’s local operation is embarking on a CRM offensive in the coming months. The local office has put together a CRM focus group to push customer relationship management solutions out to end user organisations in the region.

“We’ve put the foundations in place over recent weeks and brought the people onboard,” says Arun Khehar, director, CRM, Oracle Middle East.

“There is a strong market requirement for CRM. [Companies] are looking to target their customers better, retain customers, grow the customer base and identify new customers,” he adds.

The creation of the focus group goes hand-in-hand with a strong CRM offensive at the corporate level. In coming weeks the enterprise software vendor will a series of CRM applications, accompanied by nine CRM ‘business flows’ — basically best business practice templates. According to Oracle executives, companies will be able to take advantage of CRM within just 90 days, by following the best business practice templates.

“Many companies have defined their business processes with ERP. But many more companies have yet to define their business processes for sales, marketing and customer services,” says Eva Maria Sjoholm, senior director, EMEA, CRM solutions, with Oracle.

Oracle’s FastForward Business Flows enable businesses to follow a straightforward roadmap when delivering CRM solutions, consequently reducing the time, complexity and cost of customer relationship projects. Oracle is also offering to host the applications for the client, while they deploy the necessary envioronment to support CRM. When the customer site is ready the applications will then be transfered to the end user.

"The idea is to get the customer started quickly and take away the entire complex part. As far as the customer is concerned they are focusing on their business processes," says Deepak Mehra, consulting director, Oracle consulting services, Oracle Middle East.

However, Oracle’s CRM business models will only deliver between 70-to-80% of most companies’ CRM requirements. “That is still very good,” says Mehra. “Many companies’ CRM processes are still not that developed,” he adds.

With additional customisation work, Oracle believes it will be able deliver CRM solutions for just about every business vertical. The CRM business flows will also be adapted to Middle East business models if needed.

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