American Management Systems, Incorporated, a global business and IT consulting firm, and Marketswitch Corporation, a provider of high-scale optimization decisioning software, announced a partnership to market an end-to-end customer value and churn management solution for communications, cable, media and other subscription-based companies that target individual consumers and businesses. This extends an earlier agreement between the companies that enabled them to market advanced decision management solutions for the financial services industry.

The AMS/Marketswitch offering will integrate Strata Enterprise, AMS's robust decision management system, and TRUE Optimization, Marketswitch's scalable real-time optimization suite. The new and unique offering will provide communications companies with unmatched capabilities for managing the customer experience more effectively and quickly improving the profitability of their customer bases. Currently, AMS's and Marketswitch's combined installed customer bases with their respective products include many large-scale implementations at Fortune 500 companies.

"With the economy still in a funk, companies are aiming their marketing campaigns at retaining new customers and growing within existing bases, rather than acquiring new customers. For many companies, to be effective, this means increasing loyalty, reducing churn and deciding how to spread limited marketing funds across a large and disparate customer base," said Kevin Scott in an AMR Research Alert, March 28, 2003. "While the problem of churn is specific to financial services and telecom, others such as retail and now even pharmaceuticals are struggling with ways to profitably gain wallet share and loyalty within their customer base. A combination of analytics and best practices is exactly what those struggling to make loyalty programs profitable or stretch tight marketing budgets need."

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