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7/29/1999
06:58 AM
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Edify Software Personalizes Customer Contact

Edify Corp. has unveiled a customer relationship managementand marketing package that can help companies instantly personalize all contact with customers, whether by Web, phone, E-mail, or fax.

Edify's Smart Marketing and Relationship Management Options package includes capabilities that scan databases for previous customer records and add any new information the customer supplies. The system combines the data to create an up-to-date customer profile, which is matched against a pre- established predictive model. Then the system identifies products and services that can be recommended to the customer either by a live sales agent or by automated systems.

"The customer has already made the contact, so [your products] are on their mind right then," says Steve Pollack, VP of marketing at Edify. "This lets you take advantage of whatever information is available on that customer on the spot." Aside from helping companies cross-sell or up-sell customers, Pollack adds, the predictive modeling can also be used to anticipate the loss of an existing customer--and present offers or services to prevent churn.

Kathleen Khirallah, a senior analyst at TowerGroup, says Smart Options can help organizations make the most of every customer encounter. "This gives companies the capability to provide the sense of intimacy and appropriateness that you would get from a trusted adviser across an entire employee base and multiple channels."

Available in the fourth quarter, the Smart Options package will be priced starting at $200,000.

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