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European Financial Management and Marketing Association Deploys Customized, Web-Based CRM

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Executive Summary

The European Financial Management and Marketing Association (EFMA) wanted to optimize management of institutional records for 22,000 members and 120,000 associates to better understand expectations in both a Business-to-Business (B2B) and Business-to-Consumer (B2C) relationship contexts and record and keep track of all multichannel interactions to facilitate on-target service offerings. The challenge was to implement a single customer relationship management solution, promoting offers on the Web at a minimal cost and aim for a "Zero paper" system and more personalized customer relations. EFMA leveraged the expertise of Oracle Partner, CRM Advise, to deploy Oracle CRM On Demand within six months delivering multichannel, context-based customer relationship management to 20 users, including accountants and conference managers.

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