CA launches CRM suite

Computer Associates announced its new suite of intelligent customer relationship management (CRM) software last week.

CA's Intelligent CRM Suite applies the company's Neugents neural network software to analyse customer transaction data, to help organisations understand and retain customers, said Jacob Lamm, vice president for CRM at CA. "Previously [the software] has been very successful in the technological side, now we're applying it to the business end," he said.

Market analysts see analysis of customer data as a key competitive factor for maintaining customer relationships. "The trouble companies are having today is getting at the data that is locked up in the data jails, so they can understand who are the good customers and the bad customers," said Sheryl Kingstone, an analyst at US market researcher Yankee Group.

"There are a lot of companies out there focusing on analytics. Companies are still trying to get that single view of the customer," she said. "What's critical is getting companies to figure out how to predict what a customer will want."

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