Global Business Intelligence (GBI), a division of JSE-listed Global Technology, has entered the customer relationship management (CRM) arena. GBI has acquired the distribution rights to ViewStar callflow and workflow software and is looking at other products that will support its CRM initiative.
Mark Williams, GBI MD, sees this as providing the basis of a business solution for the call centre market. "ViewStar provides integrated workflow and callflow features. It extends GBI`s product offerings into the `process intelligent` arena," he says.
GBI concentrates on the business intelligence market providing data warehousing, financial and analytical software, its leading product being Hyperion Essbase. Williams sees this strategy as a progressive move as there are synergies between GBI`s existing product set and CRM.
"Intelligent information, which we currently deliver, supports a CRM strategy. Businesses that lack online information about their customers and their products cannot be proactive in their market strategies, anticipating market requirements and maintaining mutually beneficial relationships with customers."
In addition, entry into the CRM arena provides access to a number of other areas such as the ERP and the call centre environments. "CRM is an important business driver which offers a multi-faceted approach to marketing, sales and customer care. It is being used by companies to create long-term customer relationships and gain a substantial business advantage."
ViewStar, previously distributed in South Africa by Symtec, is enterprise-level CRM software that provides workflow management and callflow management through its integration with telephony technology, as well as with marketing and operational systems. It manages the interface with the customer at any contact point including telephone, e-mail, Internet, fax and cellular phone and links the front and back offices, providing efficient customer service.
Lucent Technologies acquired Mosaix, the Washington-based provider of ViewStar in April 1999 with the stated intention of entering the CRM market.
Williams sees this strategy as being supported by the synergies offered in the Global Technology group as well as Global`s strategic business partners. "We will be expanding our base of partners. We provide business solutions, comprised of expert IT products and consulting, which ensure that the customer`s business strategy and its associated business process are efficiently integrated into the work arena."
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