Intercontinental Exchange (ICE)

Financial Services

We shot out of the gate to build a customized Salesforce CRM solution that easily integrated our data and transformed the way we respond to customers…all before our free 30-day trial ran out.
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ICE integrates data and customizes Salesforce CRM using 30-day trial; improves efficiency, drives sales, and lowers costs

Challenge

  • Intercontinental Exchange (ICE) operates global commodity and financial marketplaces while sharing space with salesforce.com as one of Wired magazine’s top 40 most innovative companies in the world in 2007.
  • ICE needed a CRM tool that was expansive enough to consolidate all global participants in one database to improve customer support and enhance sales efforts.
  • The current CRM tool was rarely used and too costly to maintain. 
  • With a huge range of systems used by traders, maintaining and accessing key customer information was difficult.
 

Solution

  • As a company that develops and offers its own APIs, ICE was intrigued by Salesforce CRM’s open API and customizable application.
  • From the free Salesforce CRM demo, ICE built a prototype that integrates nightly Oracle data feeds and incorporates customized tabs. ICE was able to deploy Salesforce CRM Enterprise Edition to 179 users across the globe with Microsoft Outlook integration.
  • ICE integrates the Salesforce CRM customer portal, empowering customers to submit problems and track the status of their issues.
  • Using Salesforce CRM Marketing, ICE develops targeted, measurable campaigns that drive its global sales efforts.
  • ICE uses custom tabs such as Project Milestones, Purchase Requests, and Trading Information to mold Salesforce CRM to fit the unique process requirements of ICE’s business.
 

Results

  • Salesforce CRM is the most widely used third-party tool across ICE’s global organization.
  • A unified view of the customer stimulates collaborative efforts to support and promote new products to each customer.
  • Information that was once lost or inaccurate is now captured in one, universally accessible location.
  • Case resolution using Salesforce CRM, which once took days, weeks, or even a costly personal trip, is now accomplished in minutes with less cost.
  • Easily capturing, analyzing, and disseminating information globally results in dramatically improved customer care and sales efforts.
  • ICE now rapidly implements changes that instantly benefit the entire company and its customers in this new, more intuitive development environment.


Key Stats

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