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 CRM Professional Edition for its flexibility and customizability
• The company quickly upgraded to Salesforce CRM Enterprise Edition for security and integration capabilities, and was able to deploy and customize the solution in less than two weeks. In 2008, the company--confident in Salesforce CRM's ability to support its ever-changing business needs--upgraded again, this time to Salesforce CRM Unlimited Edition. 
• Over 400 employees track FXCM customer interactions within Salesforce CRM; 300 of those employees also use the Salesforce CRM call center to deliver client support 24/7 for 90,000 accounts.
• With Salesforce CRM, 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 CRM.
• Using the Force.com API, FXCM unified data within Salesforce CRM by integrating with multiple Oracle databases.

Results

• Salesforce CRM 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 CRM.
• The Salesforce CRM 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 CRM and hit the ground running after a one hour training session.
• Salesforce CRM’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.