Custom CRM Boosts FXCM Customer Satisfaction and Increases Internal Productivity by 25 Percent

“Salesforce allows us to house all of a client’s information in a centralized location so that we can resolve issues quickly and keep customers happy.”


Challenge
  • Rapid growth at Forex Capital Markets (FXCM), one of the largest currency trading firms in the world, resulted in the need to consolidate client information in one location to improve customer service and productivity
  • Microsoft Access could no longer handle the increasing sales lead volume that the company was experiencing
  • FXCM needed a low-maintenance solution that could be customized to match its complex sales processes
  • The company lacked coordination in sharing customer information among worldwide sales teams and customer service representatives
  • A service and support application that could provide a transparent view of the customer and enable FXCM to deliver excellent service was also desired
  • Other requirements included flexibility, customizability, and the ability to integrate with Oracle databases

Solution
  • After evaluating solutions from Siebel, GoldMine, and SalesLogix, FXCM chose Salesforce Professional Edition for its flexibility and customizability
  • The company quickly upgraded to Salesforce Enterprise Edition for security and integration capabilities, and was able to deploy and customize the solution in less than two weeks
  • Over 400 employees track FXCM customer interactions within Salesforce; 300 of those employees also use Salesforce Call Center to deliver client support 24/7 for 90,000 accounts
  • With Salesforce Call Center, FXCM agents resolve cases in 199 countries from six offices worldwide
  • Web-to-case functionality allows FXCM to gather customer support requests directly from its Web site and automatically generate new cases within Salesforce
  • Using the Force.com Web services API, FXCM unified data within Salesforce by integrating with multiple Oracle databases

Results
  • Salesforce unifies customer data and streamlines business processes, resulting in an internal productivity increase of 25 percent
  • FXCM took in and processed 15,000 leads in the first two months using Salesforce
  • Salesforce Call Center provides a 360-degree view of the customer, enabling FXCM to decrease case resolution time while increasing efficiency and customer visibility
  • The on-demand model empowers employees with transparent access to customer info and the ability to resolve a customer issue anytime, anywhere
  • Ease of use means new FXCM employees are able leverage Salesforce and hit the ground running after a one hour training session
  • Salesforce’s easy point and click customization allows FXCM to quickly make changes and adapt the application in response to rapid growth
  • Automatic upgrades allows FXCM to focus on customer service and innovation instead of maintenance and installations
 
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