Siebel expands Adaptive strategy with tools for custom CRM apps

As part of its Adaptive Solutions strategy, Siebel is offering a suite of tools designed to provide users with a faster way to customise their customer relationship management systems.

As part of its Adaptive Solutions strategy, Siebel is offering a suite of tools designed to provide users with a faster way to customise their customer relationship management systems.

During the company's CustomerWorld conference in Boston this month, Siebel unveiled Component Assembly, a range of open standards-based products for building custom CRM applications.

Developed in collaboration with BEA Systems, IBM and Microsoft, the tools are designed to support the development of service oriented architecture-based CRM applications that run natively on both Microsoft .net and J2EE application server platforms.

Siebel Component Assembly is based on Siebel Customer Adaptive Architecture, a strategy and technology architecture covering all Siebel products and services, which aims to help users anticipate customer needs more effectively.

Through Adaptive Solutions,  based on the service oriented approach, Siebel said users would be able to realign their customer-facing business processes for systemic and consistent improvement, and direct actions across their business to improve customer satisfaction and profitability.

Andy Kellett, senior research analyst at Butler Group, said the IT industry was focusing on  CRM in order to overcome issues such as projects taking too long to deliver business value and suffering a high rate of failure.

"A service oriented architecture is the preferred method for delivering applications," he said. Using a service oriented architecture should improve the amount of customer data available for CRM. "In theory, users should get a better view of their customers." Kellett added.

Running CRM on a service oriented architecture should simplify the way businesses take in customer information from different IT systems.

Kellett noted that CRM was shifting away from looking at historical customer data to making decisions at the time the customer contacts the business.

This requires near real-time access to data across different IT systems. The service oriented approach is the preferred way to achieve this.

Along with the Component Assembly tool, Siebel has also launched Business Analytics 7.8. This latest version of its analytics software is designed to provide business information to sales, service, marketing, contact centre, finance, supplier/supply chain, human resources/workforce and executive management.

The analytics application integrates and transforms data from different data sources, including Siebel, Oracle, PeopleSoft and SAP enterprise software systems.

Business Analytics 7.8 also provides predictive analytics to support intelligent customer interactions in real time.

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