By Greg Wilson
Batelco plans to rollout several Oracle CRM modules to automate its customer care processes across service channels.
With competition looming in the telecoms market, Bahrain’s monopoly service provider, Batelco signed up with Oracle for a major customer service drive. The operator plans to rollout Oracle’s TeleSales, TeleService, Sales Online, Order Management and Service Fulfilment Manager (SFM) modules to automate its business customer care processes across service channels.The integrated customer relationship management (CRM) modules will help Batelco to enhance its understanding of customer behaviour and improve its ability to anticipate customer demand for telecoms services. “Service is [the] key differentiator in the region’s increasingly competitive telecoms sector. Batelco’s CRM initiative is targeted at achieving a more integrated approach toward serving our customers through a multitude of channels,” comments Ibrahim Zainal, Batelco’s head of IT.Soaad Merbati, CRM Programme Manager of Batelco’s IS unit adds “Oracle’s CRM is expected to give Batelco a single, updated view of our client base, enabling us to create more targeted sales offerings while providing enhanced service capabilities.”Batelco selected Oracle based on its telecom-specific processes and the flexibility in adapting the Oracle technology to Batelco’s requirements. Oracle CRM provides Batelco with an integrated environment to track its sales opportunities and build accurate sales forecasts, provide an outstanding multi-channel customer service and deliver speedy fulfilment of customer orders.Oracle Consulting is managing the implementation of Batelco’s CRM initiative. “Batelco’s selection of the Oracle CRM is allowing the communications provider to efficiently manage customer interactions, analyse customer preferences and build a successful marketing, sales and service strategy,” says Husam Dajani, vice president of Oracle Middle East.Batelco’s decision to rollout Oracle CRM follows its implementation of Oracle Human Resources Management System (HRMS).