Blaze Software Honored for CRM Excellence; Technology Marketing Corp.--TMC--Selects Blaze Software for Its Unique Personalization Approach to CRM.

Business Editors

SAN JOSE, Calif.--(BUSINESS WIRE)--May 9, 2000

Blaze Software, Inc. (Nasdaq:BLZE), a leading supplier of software designed to go "Beyond Personalization(TM)" in providing individualized interaction across touchpoints, today announced that its Blaze Advisor Solutions Suite(TM) has received a CRM Excellence award from the publishing division of Technology Marketing Corporation (TMC). TMC found Blaze Software particularly notable for their personalization capabilities.

TMC chose products that enhance the customer experience by promoting interactivity and enabling a free flow of vital customer information, in real time, within the enterprise.

"Our editors selected Blaze Software for its innovation and vision, as well as for the outstanding impression it has made amongst market constituents," said Rich Tehrani, president and group editor-in-chief of TMC. "The CRM Excellence award is designed to honor companies with innovative products that have furthered Customer Relationship Management. We are pleased to award Blaze Software our highest honor in recognizing its exemplary contribution to the industry," Tehrani said.

The 100% Java Blaze Advisor Solutions Suite is an integrated family of products designed to capture the business policies, practices, and procedures--or business rules--that drive day-to-day business activity. Blaze Software's business rule technology allows enterprise business systems or software vendors to use information such as customer profiles and preferences, online interactions, and company policies to make real-time decisions, drive content display, and define interactive behavior. Blaze Advisor can be used with Web-based e-business systems, call center automation, voice response systems, kiosk-based applications, and other communication channels.

By integrating the Blaze Advisor Solutions Suite in their applications, customers can realize Blaze Software's four fundamental principles for going Beyond Personalization in e-business:

    -   True one-to-one interactions are based on the needs and
        preferences of each user while providing the opportunity for
        maximum returns to the enterprise. Examples are interactive
        dialogs and personalized recommendations based on a user's
        goals.

    -   Business process personalization incorporates a company's way
        of doing business and treating its customers in every aspect
        of business operations. Automated policies, practices, and
        procedures allow the company's personality to shine through in
        every transaction.

    -   Enterprise consistency means maintaining the same business
        methodologies no matter how, when, or where customers,
        employees, suppliers or partners interact with the enterprise.

    -   Adaptive personality responds in real time to changing
        competition, internal business practices, government
        regulations, and customer behaviors to provide the most
        appropriate and effective treatment of each customer
        transaction.

Blaze Software customers using Blaze Advisor in their e-business initiatives include IBM, Sun Microsystems, Blue Martini Software, freefire.com, and PlanetRx.com.

"To be recognized by TMC as a leader in providing award-winning CRM solutions is a great honor for our company," said Bill Seawick, vice president of marketing at Blaze Software. "The Blaze Advisor Solutions Suite is a unique offering for companies looking to enhance their CRM initiatives. Enterprises that go Beyond Personalization add a new dimension to the management of relations with business prospects, partners, and customers."

According to TMC Publishing, the editorial staff meticulously sifted through hundreds of vendors looking for products that embodied the essence of CRM. The selection process revolved around the principle that CRM isn't merely a product or service, but a philosophy. Ultimately, the editors selected for distinction those product providers best exemplifying the spirit of CRM,--a sincere desire to cultivate mutually enriching relationships between customers and those who serve them.

Blaze Software will appear with the other CRM Excellence award winners in the June issue of C@LL CENTER CRM SOLUTIONS(TM) and the July issue of Communications Solutions(TM).

About Blaze Software

Blaze Software, Inc. (Nasdaq: BLZE) is a leading provider of rules-based e-business software enabling adaptable and personalized interaction that is consistent across all contact points. The Blaze Advisor Solutions Suite, written entirely in the Java programming language, is designed to give e-business applications more personalized interaction for users, which can lead to greater customer retention, decreased costs, and increased sales. Blazed applications can be changed on the fly, allowing e-business offerings to respond to changing market conditions, business practices, and customer preferences. Blaze Software's personalization solutions are constructed to be extended easily across contact points (Web, IVR, call centers) and across processes (customer, employee, partner and supplier).

Blaze Software powers e-business projects for more than 200 customers in the high technology, financial, insurance, manufacturing, telecommunications, and healthcare industries, and Blaze Software products are embedded in leading e-business software packages. Blaze Software offers complete support for implementations across extended enterprises and within software applications, including training, consulting, and integration services. Blaze Software is headquartered in San Jose, California, and maintains a global network of subsidiaries and resellers in North and South America, Europe, Australia, and Asia. For more information, visit www.blazesoft.com.

Blaze Software, Blaze Advisor, Blaze Advisor Solutions Suite, and Beyond Personalization are trademarks of Blaze Software, Inc. Other names are trademarks or registered trademarks of their respective companies.