Direct Marketing Company Delivers Seamless Sales and Service Experience for Its Customers With Sterling Commerce

SAN ANTONIO, TX, Apr 29 (MARKET WIRE) --
Sterling Commerce Customer Connection - Sterling Commerce, an AT&T Inc
(NYSE: T) company, today announced that Guthy-Renker, one of the world's
largest direct response television companies, is revolutionizing its
customer shopping experience with an enterprise-wide Customer Experience
Initiative to create a global, branded experience across all channels and
markets worldwide.

The Customer Experience Initiative represents an innovative collaboration
of Guthy-Renker, Sterling Commerce and RightNow Technologies, a leading
provider of on-demand customer relationship management (CRM) and call
center technologies, to create a global, flexible and scalable
"customer-centric IT architecture." Central to the Customer Experience
Initiative is the advanced technology platform, "Plug & Play" that links
every customer touch point (inquiries, orders, customer service) across
product lines and channels to simplify and accelerate the deployment of
new programs, markets and channels across the globe. Guthy-Renker has
successfully completed the first implementation of Plug & Play in India,
with subsequent implementations in the US, Canada, Europe, Japan, and
Australia planned or in progress.

"We see customer choice and customer service as a differentiator; the
Customer Experience Initiative affects nearly every aspect of our
business," said Jim Huser, CIO at Guthy-Renker. "Sterling Commerce has
played a key role in providing both foundational technology and
professional services and has worked closely with Guthy-Renker on design
and implementation milestones."

Guthy-Renker has implemented Sterling Order Management and Sterling
Multi-Channel Selling, components of Sterling Selling and Fulfillment
Suite, to create a global, cross-channel order hub. These solutions allow
Guthy-Renker to configure customer offerings and services dynamically
with a minimum of information technology support. Customers can easily
move from phone to Web to physical retail location, while customizing
product configurations, payment options and delivery.

Guthy-Renker has integrated the Sterling Commerce applications with
RightNow's on-demand CRM solution to deliver a superior customer
experience online and via the contact center. With RightNow, Guthy-Renker
has enriched Web self-service capabilities and a consolidated agent
desktop that accesses a central, self-learning knowledge foundation to
maximize agent productivity and reduce operating costs.

Guthy-Renker also has implemented Sterling Integrator as the integration
hub for its Customer Experience Initiative to provide a robust and
scalable enterprise application integration layer to enable disparate
systems to work together. Through this hub, the Customer Experience
Initiative is integrated with Guthy-Renker's business intelligence
systems, which provide daily, weekly and monthly views of status and
trends across a number of key performance indicators (KPIs).

"Guthy-Renker is one of the most successful direct marketing companies
generating sales of more than $1.8 billion," said Jim Bengier, global
retail industry executive at Sterling Commerce. "Companies across multiple
industries can learn from their example in how to achieve seamless
cross-channel execution."

About Sterling Commerce

Sterling Commerce, an AT&T Inc (NYSE: T) company, helps companies optimize
and transform their Business Collaboration Network to accelerate revenues
and reduce costs. More than 30,000 customers worldwide use Sterling
Commerce applications and integration solutions to connect, communicate
and collaborate inside and outside their enterprise. Headquartered in
Columbus, Ohio, Sterling Commerce has offices in 24 countries. More
information can be found at www.sterlingcommerce.com.

For more information, contact:

Julie Redard
Sterling Commerce
(978) 513-6386
julie_redard@stercomm.com

Jamie Leicht
Fleishman-Hillard
(619) 237-7711
jamiemarie.leicht@fleishman.com

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