ADVISORY/ Exchange Applications and Major Mutual Fund Company Present Case Study on "Optimizing the Value of Customer Relationships".

--(BUSINESS WIRE)--

WHAT: Leading mutual funds company reveals Customer Relationship

Management strategy at DMA conference

WHEN: The Direct Marketing Association's 81st Annual Conference

October 11, 1998; 1:00-2:00pm PST 

WHERE: The Moscone Convention Center; San Francisco, Calif. Room S102,

Exhibit Hall

Exchange Applications and Major Mutual Fund Company Present Case Study

on "Optimizing the Value of Customer Relationships"

BOSTON - Oct. 9, 1998 - Today's competitive business environment is forcing companies to reduce costs while improving their ability to acquire new customers and retain existing ones. These initiatives would appear to be at odds. How can a company increase its spending on marketing initiatives and cut costs at the same time? The answer is marketing automation software, which can transform marketing departments from cost centers into profit centers by improving customer acquisition rates, increasing customer retention and reaping additional profitability from existing customers. Marketing automation and campaign management solutions can hone campaign target markets, automate timely, pertinent customer communications, provide post-campaign analysis, and help direct a company's marketing dollars toward customers who will produce the most return.

At the DMA 81st Annual Conference (October 11-14), Exchange Applications and a leading mutual fund company will present a case study on the mutual fund company's implementation of a marketing automation solution based on Exchange Applications' VALEX(tm) software and services. The session will cover:

-- Barriers to effective Customer Relationship Management (CRM) and

how to overcome them -- Building a roadmap for implementing a CRM solution -- Continuous Customer Management - a CRM methodology -- Lessons learned, and results achieved, from the mutual fund

company's CRM project

Exchange Applications, Inc.

As the pioneer of customer optimization software, Exchange Applications, Inc. helps businesses optimize the value of customer relationships across channels and product lines. Its award-winning VALEX software and consulting services help businesses identify customer segments offering high profit potential, and then maximize the value of those segments through highly targeted and coordinated direct marketing campaigns. Exchange Applications provides marketers with the technology to plan, build, execute, analyze and refine marketing campaigns that produce measurable return on investment. Through VALEX, a company automates and accelerates its marketing process to improve customer acquisition, expansion and retention. Exchange Applications is based in Boston, with offices in Denver, London and Sydney. Visit Exchange Applications on the Web at www.exapps.com.

For more information, or for a conference agenda, visit http://www.the-dma.org or contact:

Michelle Goodall Faulkner Christina Pandapas/Susan Aninger Exchange Applications, Inc. PAN Communications 617-737-2244

978-474-1900 [e-mail] [e-mail]