Tejari enhances user experience with Oracle CRM implementation

The project is set to benefit Tejari's more than 3100 trading partners across the region, and enable greater customer acquisition as Tejari expands into new markets in the Middle East and Africa.

"As Tejari nears its fifth year in operation, we are launching a range of new products and services that are tailored to buying needs specifically identified by our members. Tejari's new CRM project will enable us to better understand customer demands so that we can continue to develop new programmes that target their unique procurement issues," commented Saqib Iqbal, Chief Operating Officer, Tejari.

Phase one focused on marketing and sales functions, and was implemented in less than three months. Subsequent phases will cover customer support and customer self service. "We completed phase one in fewer than 90 days, which bodes well for an on-time delivery for the remainder of the CRM implementation," said Iqbal.

The Tejari CRM upgrade comes at crucial point in the company's development. Accelerated growth, fuelled by customer acquisition in existing markets - as well as further expansion plans - has necessitated a scalable CRM system.

Oracle's integrated CRM solution is a set of applications that provides information-driven sales, service and marketing functionality. Built on an open, standards-based architecture that streamlines business processes, it improves data quality and allows all key business units to draw on the same source of data.

"User acceptance to date is very positive, with Tejari members switching over from the previous system within four days. The fact that Tejari's members have a high degree of comfort with e-business models has enabled a rapid and smooth transition," added Iqbal.

In addition to implementing an Oracle CRM solution, Tejari recently migrated to the latest release of the Oracle marketplace platform to take advantage of new features including enhanced security and performance. The integration between Tejari's back- and front-office software environments has created a technology infrastructure that is easier and more cost-effective to manage and administer.

"Because Tejari has essentially created the online procurement model for the Middle East, it's critical that the company tracks its interactions with customers to ensure that they continue to receive the benefits of trading through the online marketplace. The e-procurement model also creates expectations of real-time, continuous customer service, which Tejari's new CRM system will enable the company to fulfill," said Husam Dajani, Vice President, Middle East and Africa, Oracle.