Collaborative Functionality Included in New Chordiant Enterprise Marketing Suite(email this article)

CUPERTINO, Calif., June 24 /PRNewswire-FirstCall/ -- Chordiant Software, Inc. (Nasdaq: CHRD - News) (Company Profile, Past Stories, Case Studies) today announced the immediate availability of Chordiant Enterprise Marketing(TM), a comprehensive solution suite focused on the campaign management and marketing execution requirements of large, service-oriented, enterprises. The solution includes four new and updated products: Chordiant 5 Field Marketing Director, Chordiant 5 Marketing Director, Chordiant 5 Mobile Marketing Director, and Chordiant 5 Online Marketing Director. Together these products add several new capabilities including: (i) one of the industry's first solutions that support collaborative marketing processes between corporate marketing, and the marketing and selling functions throughout the wider organization; (ii) a graphical view of campaign schedules to help manage the impact of scheduling constraints; (iii) enhanced, event driven campaign versioning; and (iv) enhanced support for wireless messaging.

According to Erin Kinikin, Vice President, Giga Research(1) one of the biggest trends driving the future of marketing automation is the rolling out of marketing functionality to regional marketing, partners and even sales people -- to those with the most in-depth customer knowledge.

Chordiant has been quick to recognize this requirement with the release of Chordiant 5 Field Marketing Director. The product provides collaborative marketing processes between the corporate marketing and local marketing functions to include relationship managers in districts, branches, agency/brokers and retail channels. Chordiant 5 Field Marketing enables local relationship managers, such as personal financial advisors, insurance agents and customer service managers, to participate in targeting marketing campaigns at the customer level to centrally defined and executed campaigns.

The collaborative marketing approach builds on Chordiant's segmentation based campaign automation and execution applications. In segmentation based campaigns, list of customers to be included in a campaign are based on sophisticated analysis of customer attributes, seeking out those customers who will most likely want or need the product or service being marketed. In collaborative marketing, corporate marketing defines campaigns associated with product or services, but inclusion or exclusion of the customer is often based on local knowledge or need.

For example, with Chordiant Field Marketing, a local branch can find all customers with a certificate of deposit product that is maturing within the month and then include them in a continually running campaign that was created through central marketing. This would be done in parallel with the branch personnel calling the customers to let them know their product is maturing and offering them the opportunity to discuss rolling over the account or selecting a new product.

Key capabilities with Chordiant 5 Field Marketing Director include allowing the local organization to opt-in or opt-out of a centrally designed campaign, and to be able to include or exclude specific customers from a segmentation based or cyclically available campaign. The corporate marketing function can regularly review the input from the local level to identify which organizational units have contributed and how many customers are being added or removed from the campaign. The campaign is then executed centrally, while providing the local relationship manager access to view the results of that campaign.

For organizations where the "field" could include a separate partner organization, a collaborative marketing approach can allow such third parties to benefit from the central marketing spend and assist in attracting, developing and retaining the best intermediaries, thereby improving the customer and partner experience. For example, in telecommunications and insurance, the solution supports collaboration between multiple dealer or agent networks by giving them input to the marketing process and allowing execution of campaigns with co-branded communications. Collaborative marketing also maintains centralized control of the marketing strategy and provides insight into campaign effectiveness and return on investment. The product could also be used by insurance agents to address issues regarding ownership of customers and management of 'orphan' clients.

"We are pleased to deliver one of the industry's first solutions that address collaborative marketing between corporate marketing and local marketing and selling functions at the regional, district and branch levels," said Stephen Kelly, Chordiant's CEO and president. "With our marketing solution suite, businesses will be able to effectively leverage local knowledge for target marketing campaigns while maintaining centralized control of marketing campaigns. By preserving central control, organizations such as retail financial institutions can increase customer retention and renewal, while still giving local relationship managers the ability to view collaborative campaigns as they are being executed."

Chordiant's Enterprise Marketing solution also includes new functionality in its flagship Chordiant 5 Marketing Director product as well as Chordiant 5 Mobile Marketing Director and Chordiant 5 Online Marketing Director.

Chordiant 5 Marketing Director version 5.5 offers a simplified high level graphical view of campaign schedules to help marketers understand the impact of scheduling constraints. The product also interfaces with the communications history to maintain the integrity of key information. In addition, built in campaign versioning allows the creation of new versions of event-triggered campaigns that are already running. For example, an existing campaign can be re-created with additional treatments and these subsequently rescheduled. This capability allows marketers to increase productivity, while reports can be used to identify which campaign version generated the best results.

Chordiant 5 Mobile Marketing Director has several new features that enhance the marketer's ability to communicate to customers in mobile messaging formats such as SMS, EMS, Nokia® Smart Messages and MMS formats. With Chordiant 5 Mobile Marketing Director version 5.5, corporate marketing professionals can send sound, melodies, pictures, animations and formatted text to a customer's mobile phone. Additionally, Chordiant 5 Mobile Marketing Director enhances the marketer's ability to identify, track and route reply responses. If messages fail to reach the recipient, the delivery status is recorded in campaign communications records for accurate recording of response rates and appropriate follow-up treatments. The central marketer can also define a validity period after which messages will not be delivered. For example, an offer can be retracted if a customer does not turn on their mobile phone handsets during the dates when the offer is relevant. In addition, messages in the queue can be prioritized and output regulated to prevent the messaging center from becoming overloaded.

Chordiant 5 Online Marketing Director version 5.5 offers new functionality that enables marketers to expand the "offer pool" to the e-mail channel. This new feature enables marketers to dynamically personalize e-mails to customers and offer different propositions in a single email. For example, individual customers can receive different paragraphs dependent on further segmentation criteria, thus increasing the relevance of communications to each individual customer.

Together, these new capabilities in Chordiant Enterprise Marketing further enhance the marketing efficiency and effectiveness of enterprises by providing more sophisticated campaign management and execution capabilities to corporate marketing. Additionally, the solution enables those with the most in-depth customer knowledge, such as local marketing, sales and servicing personnel, to participate in and influence corporate marketing campaigns.

(1) "Market Overview: Marketing Automation Comes of Age, Erin Kinikin, Giga Information Group, April 2002
About Chordiant Software, Inc.

Chordiant automates the end-to-end operational business processes that enable the business from the back-office systems, existing applications and processes through to the communications with customers.

Chordiant Solutions combine straight-through service processing with your business processes for multi-channel applications in marketing, the contact center, and retail channels, including self-service. The solutions provide end-to-end, process-driven applications, encompassing a single view of the customer, delivered through a role-based desktop. The solutions integrate with existing systems and data thereby leveraging current assets. Chordiant Services enable rapid and successful implementations by reducing risk, increasing return on assets and lowering total cost of ownership.

Headquartered in Cupertino, California, Chordiant maintains offices in Boston; Chicago; Mahwah, N.J.; Manchester, N.H.; New York City; London; Paris; Amsterdam; and Munich.

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