eWeek Magazine Features everse and Baskin–Robbins

LOS ANGELES, November 10, 2003 – everse corporation (everse), a technology consulting, software development, and application outsourcing company, and Baskin–Robbins, the world’s largest chain of ice cream specialty stores, are featured in today’s issue of eWeek magazine. In the eWeek Labs section, the story “Baskin–Robbins licks CRM issues“ describes how everse helped Baskin–Robbins revive the Birthday Club program.

The story, subtitled “everse helps company relaunch Birthday Club“, traces the evolution of the program from its discontinuation six years ago to its revival as a Web–based application this spring. The story recounts, “By 1997, the maintenance and administration costs of the Birthday Club exceeded $1 million per year, and [Baskin–Robbins] canceled the program. After many franchisees complained, company officials decided to revive the program – provided they could find a cost–effective solution.“

Enter everse. As reported in eWeek, “In late 2000, Baskin–Robbins began to work with everse?to design and build its Web strategy. The success of the Baskin–Robbins Web site, which was launched in 2001, jump–started discussions about bringing back the Birthday Club.“ Through its Customer Relationship Management service, everse helped Baskin–Robbins define the new Birthday Club application, identify and eliminate gaps in CRM processes, and develop a framework to integrate the new channel into existing enterprise systems.

In developing the new software, ownership and integration were extremely important to Baskin–Robbins. As a result, as described in eWeek, “everse began to develop a proprietary CRM system for Baskin–Robbins using Microsoft Corp.’s .Net Framework. The .Net platform enabled all divisions of Baskin–Robbins’ parent company, ADQSR, to collaborate?“ Through its Application Design & Development service, everse brought 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 eWeek story highlights how the Birthday Club application provides significant ROI for Baskin–Robbins by lowering costs and increasing revenue. The story reports, “By tying Web–based applications into the company’s CRM (customer relationship management) strategy, Baskin–Robbins was able to cut spending for the program by 75 percent. The ice cream company, which has about 5,000 stores worldwide, anticipates the Birthday Club will increase its $100 million annual cake sales by 4 percent during the next 48 months, officials said.“

As the eWeek story captures, the Birthday Club project is an excellent example of how Web–based applications can be used to evolve business processes, enhance CRM initiatives, and deliver value to both a company and its customers.

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.