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Huatai Securities Co. wanted to build a customer relationship management system to support a move from a product-centric to a customer-centric business and expand market share and gain a 360-degree view of customers to improve service. The challenge was to enable the sales and marketing teams to tailor information based on specific customer needs and promote information sharing and collaboration between the customer service, sales, and marketing divisions. Huatai Securities Co. engaged Oracle Consulting to build an integrated CRM system based on Oracle's Siebel Financial Services applications and increased customer satisfaction and loyalty rates by providing responsive, tailored services.
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