Prime@Vantage.com to Manage Integrated Relationship Marketing Campaigns to Millions of CIBC VISA Clients

Business Wire, May 23, 2000

Business/Technology Editors

CAMBRIDGE, Mass.--(BUSINESS WIRE)

May 23, 2000

Prime Response Extends Its Leadership Position With

North American Banking and Credit Card Companies,

Adding CIBC VISA As Fourteenth Financial Services Client

Prime Response(TM), Inc. (NASDAQ, EASDAQ: PRME), a leading eMarketing visionary in the relationship marketing arena, today announced that CIBC VISA - a division of Canadian Imperial Bank of Commerce and one of Canada's leading credit card issuers - selected Prime@Vantage.com(TM), to build profitable prospect relationships and maximize the value of the institution's existing customer base. With Prime@Vantage.com(TM), CIBC VISA will be able to analyze, plan, execute and track one-to-one marketing initiatives through traditional and Internet channels in "real time" - while providing immediate return on investment for individual marketing campaigns.

With increased competition in the financial services industry and the rapid advancement in online banking, leading organizations like CIBC recognize the continuing need to foster its already strong customer relationships. CIBC VISA constructed a team of individuals to search for the best solution for its relationship marketing efforts and invited 12 different companies to showcase their technologies. When reviewing each application to determine which best met their needs, CIBC focused on finding the one solution capable of seamlessly integrating information throughout the enterprise and combining a variety of customer touchpoints, such as direct mail, call center, email and the Web. After looking at all 12 companies, the company that best met CIBC's requirements was Prime Response.

"We chose Prime@Vantage.com because of its rich functionality and Prime Response for its superior reputation with other industry leaders," said Julio Tavares, Chief Strategist for CIBC VISA. "Our technical implementation of Prime@Vantage.com(TM) took one week- now we can concentrate on expanding our marketing campaigns by 2001."

"The world class financial institutions utilizing Prime@Vantage.com(TM) demonstrates that market leaders understand the impact a strong relationship marketing solution has on the bottom line," said Paul B. Lavallee, President of the Americas for Prime Response. "Our solution is designed to acquire new customers, reduce customer churn, build customer loyalty and focus on returning fast results, incremental revenue and improved margins. Customer relationships are the key to achieving an edge in increasingly competitive markets."

Other Prime Response customers in financial services include Advance Bank, Alliance & Leicester, Associates First Capital Corporation, Banco Comercial Portugues, Banca Popolare di Novara, BankWest (:BWA.AX), Credit Suisse, Deutsche Bank, DLJdirect (NYSE: DIR), E*TRADE, NatWest Card Services, Open Bank, Provident (NASDAQ: PFGI), Quick & Reilly - a unit FleetBoston Financial Corp., The Royal Bank of Scotland and Standard Life. Partners include Andersen Consulting, Fair, Isaac, HP, IBM, MarketSwitch, Microstrategy, SAS Institute, Quaero and Sun Microsystems.

About CIBC

CIBC - a division of Canadian Imperial Bank of Commerce and one of Canada's leading credit card issuers - offers a family of credit cards that provide choice and value. CIBC credit cards include: CIBC Aerogold VISA, CIBC Gold VISA, CIBC Vacationgold VISA, CIBC Classic VISA, CIBC Dividend VISA, CIBC Dividend Platinum VISA, CIBC Select VISA, CIBC Club Z VISA and CIBC U.S. Dollar VISA. CIBC is a leading North American financial institution offering more than eight million personal banking and business customers a full range of products and services through its comprehensive electronic banking network, branches and offices across Canada, in the United States and around the world.

About Prime Response

Prime Response is consistently recognized as the leading integrated relationship marketing visionary in the fast-growing Customer Relationship Management (CRM) industry. The Company's Prime@Vantage.com(TM) product--a pioneering eMarketing solution within the eCRM space--is a Web-based, multi-channel marketing automation solution that integrates Internet channels, such as e-mail and Web, with traditional marketing channels, such as direct mail, call centers, direct sales systems, and mass market advertising. Prime@Vantage.com(TM) is an enterprise-class "front office" software suite for use by leading organizations to create relevant, highly targeted, measurable marketing campaigns that incrementally build more loyal and profitable customer relationships. Prime Response is located in Cambridge, MA (corporate headquarters), London (international headquarters), Antwerp, Chicago, Denver, Frankfurt, Melbourne, Minneapolis, Munich, New York, Paris, San Francisco, Singapore and Sydney. More information is available at www.primeresponse.com, marketing@primeresponse.com, 1 617 876-8300 or 1 877-PRIME54.

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