PeopleSoft readies customer behavior modeling app

PeopleSoft Inc. on Aug. 28 plans to unveil a Customer Behavior Modeling module as the latest addition to its CRM platform, company officials said.

Due to ship later in 2001, the application will perform three key functions: build rich customer profiles and provide modeling and scoring of customers.

The modeling aspect of the product will utilize data mining to build predictive, cross-sell/upchurn, and segmentation models. PeopleSoft will partner with two data mining vendors to provide this functionality, according to Kevin Baker, marketing manager for CRM analytics at Pleasanton, Calif.-based PeopleSoft.

The customer scoring portion of the application will use models to score customers, with scores to be utilized in marketing, customer interaction, sales force automation, and other applications.

Customer modeling can be used to find out information such as which customers are over-using call centers, Baker said. A company could then, perhaps, give the customer a discount on training, Baker said.

"Once you identify [a behavior], it depends on your creativeness on how you want to handle that situation," Baker said.

The Customer Behavior Modeling offering will be sold on a value-based pricing scheme, in which costs are determined based on factors such as number of employees. The product will be part of Version 8.3 of PeopleSoft's Enterprise Performance Management applications suite.

PeopleSoft anticipates the product will compete with offerings from vendors such as Oracle Corp., SAP AG, Siebel Systems Inc., and E.piphany Inc.

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