Baskin–Robbins Engages everse to Develop New CRM Channel

LOS ANGELES, November 1, 2002 – Today, everse corporation (everse), a technology consulting, software development, and application outsourcing company, announced that it has been engaged by Baskin–Robbins, the world’s largest chain of ice cream specialty stores, to develop the chain’s newest customer relationship management (CRM) channel, the Baskin–Robbins Birthday Club. The initiative is the second phase of the everse–Baskin–Robbins relationship, which began in late 2000.

Baskin–Robbins created the original Birthday Club program more than 30 years ago but discontinued it in 1997 due to prohibitive administrative and maintenance costs. The success and continued growth of the chain’s portal presented it with an opportunity to revive the program as a Web–based application, thereby reducing costs for the company while increasing convenience for its customers. everse will define the business rules, create the database design, and develop the functionality necessary to deliver and administer the Birthday Club via the portal.

In addition to providing participants with coupons on their birthdays, the long–term strategy for the Birthday Club also includes opportunities to integrate third–party offers and partner tie–ins. This will enable Baskin–Robbins to enhance the value of the program and increase its visibility through third–party and partner Web sites, promotions, and merchandising. everse and Baskin–Robbins anticipate 500,000 Birthday Club registrations within one year of the launch and up to 4 million users by the program’s fifth year.

everse will leverage its Customer Relationship Management service to help Baskin–Robbins define the new customer touchpoint, identify and eliminate gaps in CRM processes, and develop a framework to integrate the new channel into existing enterprise systems. Through its Application Design & Development service, everse will bring to the project the technical expertise, software development discipline, process–centric methodology, and feedback–oriented change management necessary to provide rapid delivery of application function while minimizing project risks and costs.

The Birthday Club application is the first phase of a long–term Baskin–Robbins CRM strategy to increase the quantity and quality of communications between the chain and its customers. Baskin–Robbins will use the customer intelligence captured through the application to establish one–to–one relationships with participants; target future marketing messages, promotions, and offers to them; and drive store visits and sales.

According to everse VP, Marketing Communications, Sangram Kakulavaram, “everse looks forward to leveraging the best and most appropriate technologies and technical processes to create a new, more convenient, and more cost–effective Baskin–Robbins Birthday Club. We are confident that both Baskin–Robbins and its customers will benefit greatly from the revival of the historic CRM initiative.“

About everse corporation

everse is a technology consulting, software development, and application outsourcing company with offices in Los Angeles, New York, Bangalore, and Shanghai. The company mobilizes its expertise in Business Technology Consulting, Application Development & Outsourcing, and Enterprise Integration through its proprietary e-v-e-r-s-e Methodology. everse creates process-centric solutions that address the full range of its clients' functional issues and build long-term business relationships. everse has collaborated with Global 1000 and middle market companies including Allied Domecq PLC, Baskin-Robbins, Conexant Systems, CorVel Corporation, the California Public Utilities Commission, Enterprise Rent-A-Car Company, Farmers Insurance Group, Knott's Southern California Resort, Medtronic Minimed, Newhall Land and Farming Company, Pacific Gas and Electric Company, Southern California Edison, ValleyCrest Companies, and Vitesse Semiconductor Corporation.

About Baskin–Robbins

As the world’s largest chain of ice cream specialty stores, Baskin–Robbins’ high–quality premium ice cream, specialty frozen desserts, and beverages are available in the company’s more than 4,500 retail stores around the globe. Operated by Randolph, Mass.–based Allied Domecq Quick Service Restaurants (ADQSR), Baskin–Robbins is part of U.K.–based Allied Domecq PLC, one of the world’s largest spirits and quick service restaurant companies.