Berkeley Enterprise Partners Boosts CRM Efforts

Berkeley Enterprise Partners today made several moves to strengthen its capabilities to integrate customer-relationship management applications with the Web, including the unveiling of new partnerships, a $3 million investment from Trident Capital, and the acquisition of Heenehan & Associates, a Boston management consulting firm.

With the acquisition, Berkeley inherits Heenehan & Associates' primary intellectual property, WorkPrism, as well as its executive and consulting personnel. Berkeley plans to use the WorkPrism software tool internally to better serve its customers through the product's ability to analyze requirements for customer interaction and prioritize areas of greatest concern, says Jay Gauthier, executive VP of Berkeley. Terms of the acquisition were not disclosed.

The investment from Trident Capital comes as part of that company's Fund IV, a $350 million fund primarily targeting early-stage companies pursuing business-to-business Internet opportunities. Gauthier says Berkeley will use the money to add staff, continue technology development, and open a second facility, most likely in the United States.

Berkeley's new partners, Questra Corp. and Cognizant Technology Solutions Corp., enable Berkeley to offer end-to-end legacy-to-Web integration services, Berkeley President Howard Berg says. "Questra and Cognizant were chosen for their ability to integrate Web systems with mission-critical data," he says, adding that the integration and implementation skills these new partners offer complement Berkeley's specialization in consulting and planning.

Berkeley also said it is has added GTE Corp. and Candle Corp. to its customer base and expanded its existing relationship with Analog Devices, a manufacturer of integrated circuits used in analog and digital signal processing applications. GTE is looking to better manage its customer base and has hired Berkeley to develop a system for integrating the information available to its call-center staff and its field operations staff, including sales and service representatives. Candle, previously a customer of Heenehan & Associates, is hiring Berkeley to help integrate Candle's sales organization with the back-end data stored on its legacy systems.

Analog Devices plans to extend its relationship with Berkeley into the realm of Web-based support, allowing the Norwood, Mass., company to share information online with its customers. "CRM is as much a philosophy as it is a technology," says Mark Skillings, director of marketing for Analog Semiconductor Components, a division of Analog Devices.

Berkeley's latest announcements help advance its efforts to become an emerging boutique in the CRM services market, says Bill Martorelli, VP of E-services and sourcing strategies for Hurwitz Group. "The CRM marketplace is so fragmented that integrators like Berkeley have a lot of opportunity. There's been a tremendous amount of visibility of CRM, but companies have to develop a plan for implementation because no single package covers all the bases."

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