May 28, 2002
- Boston, MA
Extraprise, an international technology consulting firm specializing in customer relationship management, announced today that it has acquired Berkeley Enterprise Partners, a management consulting firm specializing in this area. This move expands Extraprise’s capabilities in the marketing automation and analytics arena, a key focus for the company this year. Terms of the deal were not disclosed.
The deal expands the company’s analytical CRM practice and complements its already extensive operational CRM business. Extraprise believes that analytical CRM, the process by which companies use data generated by their customer information systems to understand their customers’ expectations and buying patterns, is the next high-growth phase of customer relationship management.
Berkeley, founded in Boston in 1999, focused on increasing client revenue and profitability through improved customer relationships. Like Extraprise, Berkeley specialized in the integration of customer touch points or channels within the enterprise. The company’s methodology, Berkeley Business Architecture, provides clients repeatable sets of processes, a repository of tools and techniques, a best practices database, and maturity models that help clients map their capabilities and needs. Extraprise has acquired this intellectual property and will incorporate it into The Extraprise Way consulting methodology. Both IDC and Gartner have cited Berkeley as a leader in the CRM consulting market.
Extraprise and Berkeley worked as partners for the past year on several client projects and have successfully completed a number of marketing automation and analytics projects for companies in North America.
“Our clients are asking for help with analytical CRM, which we know to be the best way to reap value from a CRM investment. Companies that implemented CRM have a treasure trove of customer information available to them, but no tools to help them understand it. Our expanded marketing automation and analytics practice is focused on this issue – helping our clients understand and meet their customers’ expectations,” said Ken Marshall, Chairman and CEO of Extraprise.