Transora Taps Siebel

Consumer products e-marketplace to use sales, call center apps

San Mateo, CA  May 21, 2001  Transora, the B2B e-marketplace for the consumer products industry, will standardize its customer-facing operations using e-business applications from Siebel Systems, according to an announcement from the software provider.

Siebel Sales and Siebel Call Center applications will enable Transora to collaborate with participants  manufacturers, suppliers, retailers and distributors  across multiple channel partners and geographic locations.

Transora's investor companies  which include Coca-Cola, Kraft Foods, Procter & Gamble, Sara Lee and Unilever  represent more than 50 percent of the global consumer packaged goods industry, with combined annual revenues in excess of $620 billion.

Transora's participants use the e-marketplace for procurement, supply chain and retail services, including trade promotion and category management. Consequently, participants can be both buyers and sellers simultaneously.

Transora will use Siebel's applications to create a single, multi-channel customer information management system, enabling customer relationship and service representatives to capture and stay apprised of all customer interactions across complex supply chain activities, geographic locations, languages and currencies.

Customer relationship executives will be able to initiate customer histories from the moment a contract is signed, and service professionals will be able to update these records with all subsequent requests. Over time, customer teams should be able to gain insight into customers' needs to drive cross-sell, up-sell and utilization on relevant services.

The platform will also support forecast demand, feedback and identification of new opportunities. Standardizing on Siebel's applications will allow Transora customers to choose the communications channel they prefer at any given time  phone, e-mail, fax or the Web  and enable customer and service representatives to respond.

The dynamic nature of e-business demands flexibility, said Gary Byram, Transora's chief marketing/customer officer, in explaining the e-marketplace's adoption of the customer-service applications. Flexibility to adjust quickly to new services, partnerships and alliances, technologies and business strategies in order to best serve our customers worldwide.