Bezeq International
The CRM system deployed by Matrix at Bezeq International helped the company assemble a complete and comprehensive client picture and forms the technological basis for the operation of the company's 21 service centers.
The Client
Bezeq International is a leading Internet service and communication provider in Israel. The company was founded in 1996 as a fully owned subsidiary of Bezeq Telecommunications Corporation. In the beginning the company provided international telephone service. At present, the company is active in four main fields: Internet, international telephone service, business solutions, and global activity. With a 35% market share of Internet services, the company is considered the leader in the market. After merging with BezeqCall and Bezeq Zahav, Bezeq International employs about 1,800 people and at the end of 2006 had revenues of over NIS 1B.
The Challenge
Uri Nissim, manager of the CRM area at Bezeq International: "The company grew at a rapid rate and needed to adjust its technological systems to the increase in the number of customers and to entry in new fields. The previous system did not fully reflect all the work processes in the organization and did not provide us with a comprehensive client picture. We had difficulties leveraging marketing and sales activities aimed at individual clients because of the lack of relevant data or because of partial information about clients."
Bezeq International embarked on a strategic course of introducing the concept of CRM and selecting a support system to facilitate the implementation of client-centric approaches. To this end, Bezeq International initiated a systematic process of selecting a CRM system for the company, in the course of which they evaluated all the leading systems in this area.
The Solution
Oracle's PeopleSoft CRM solution was selected, with Matrix as the integrator implementing the system. "The choice of PeopleSoft CRM and of Matrix as integrator proved to be correct. The system was implemented in two stages, within the limits of aggressive time and budget allocations," notes Nissim.
"We are talking about a very complex technological implementation," explains Nissim. "Thousands of messages are transferred daily between the systems by dozens of interfaces. In addition, the system interfaces with the company engineering systems. For example, the process of setting up a user for surfing starts with the CRM, and is transferred through the online interface to the engineering system for immediate activation. The service center works in conjunction with the Contact Center (CTI and IVR). Customers who contact the company are identified by the system and routed to an appropriate service representative according to the IVR definition. When the representative answers the call, customer details stored in the CRM system are automatically displayed. This allows providing customers with the fastest and most efficient service." More than 1,300 employees use the system, over 600 simultaneously, enabling Bezeq International to provide the highest possible service level, which has won the company several prestigious service awards.
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