Oracle urges customer focus with CRM

Oracle Middle East is pushing its customer relationship management (CRM) modules at Gitex as it aims to take companies beyond the back office.

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By  Matthew Southwell Published  October 14, 2001

Oracle Middle East is pushing its customer relationship management (CRM) modules at Gitex as it aims to take companies beyond the back office.

Although Oracle's CRM offering encompasses around 50 different applications they can be broken down into three main categories: sales, marketing and service.

Arun Khehar, director, CRM, Oracle Middle East, believes that the region’s family businesses in particular can benefit from CRM deployment as they frequently serve the same customer across a number of their operations.

"By working from a central database and ensuring that each individual business is linked to it, these businesses will be better able to serve their customers and turn them into 'corporate family customers.' This in turn will give the company new growth," he says.

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