According to TCS's chief executive officer, S Ramadorai: "The tie-up with PrimeResponse will add value to companies and help them become more market focussed by using innovative IT marketing solutions. The e-marketing solution will create relevant, highly targeted and measurable campaigns that will help companies to build more loyal and profitable customer relationship".

PrimeResponse is a US-based company, which provides integrated e-Marketing automation in customer relation management (CRM). Prime@Vantage.com is the industry's first web-based, multi-channel marketing automation suite with the ability to analyse, plan, execute and track 1:1 marketing campaigns across multiple channels - Internet channels like e-mail and web with traditional marketing channels such as direct mail, call-centres, direct sales agents and mass market advertising.

Said PrimeResponse's general manger (Asia Pacific), Ricky Kapur: "Companies that realise the value of integrated emarketing solutions will be able to conduct personalised communications with customers." According to TCS's e-business practices head, M Chandrashakran: "TCS will be developing Vantage.com for the international market. The product can be implemented by any CRM using industry - like the telecom industry, financial industry, consumer durable industry and retail industry. It will help the company to target, manage and cross-sell products for the customer."

The solution will also operate and maintain data warehouses for companies and target the customers on specified criteria. It will work on CRM solutions, ECRM solutions (Electronic-CRM), data warehouses and e-commerce trading platforms. Said Chandrashekran: "The product will help the companies to identify all the touch points of the customer both inward and outward.

Based on company specifications the product will automatically start sending mailing campaigns or divert calls to the customer centre helping the companies to provide an integrated and focussed solution to the customers."