Abraxas Technologies and Persetel Open Systems, a division of PQ Africa, have formed a consortium, which aims to provide customer-centric organisations with the technology to perform dynamic behavioural analysis using existing customer data.
The consortium, Customer Behaviour Dynamics, brings together the two companies` specialised decision support and data warehouse solutions.
"Persetel Open Systems and Abraxas both have broad experience in providing complete data warehousing solutions that add real business value," says Keith Roberts of Persetel Open Systems. "We have identified a need for applications that can play a major role in seizing market opportunities and support the decision-making process. This has led to the formation of Customer Behaviour Dynamics (CBD).
"CBD will provide customer relationship management (CRM) solutions across the supply chain in such areas as risk management, fraud detection, profitability analysis, campaign management and customer loyalty and retention programmes. Prime Vantage, the leading CRM application from UK-headquartered Prime Response, will form the core application offering of the consortium."
Ian Paterson, a UK consultant specialising in CRM who has been contracted to CBD, says today`s markets are ripe for innovative data warehouse applications.
"There has been huge interest in the UK and Europe for this type of application," says Paterson. "Companies there are beginning to understand what a powerful resource their data warehouse is and they are using it to great effect."
CBD will target organisations in the areas of banking, retail, insurance and telecommunications. "Any company involved in mass marketing can benefit from the services we offer," says Michelle Leslie, head of Abraxas Business Intelligence. "By supplying state-of-the-art concepts, knowledge and experience we can help our customers identify patterns and trends in their marketing databases. This opens up opportunities for cultivating customer loyalty and creating profitable long-term relationships."
The weakening rand and subsequent rise in interest rates increase the need for service providers to stay in touch with their customers` rapidly changing requirements and spending patterns. Careful management of customer relations is more important then ever.
Paterson cites an example of a UK bank which, during the recent recession, attempted to understand when bond-owners were likely to default. "By matching customer and transaction information, managers were alerted whenever a larger than usual amount of money was deposited into an account. The manager would call the account-holder and, if the deposit was a redundancy payment, the customer was advised on the best way to deal with the bond. By acting quickly both the bank and the customers minimised their losses."
The consortium believes that with the services and expertise it has to offer will be of benefit to those clients with established data warehouses as well as to those who are only now at the planning stage.
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