Bally Total Fitness Selects Sword Ciboodle as Lead Contact Center Technology Provider to Reinvigorate their Customer Service Program

Leading US health club embarks on a mission to create world-class customer experience for its members

CHICAGO, February 15, 2011 - Sword Ciboodle, a global provider of customer engagement solutions, today
revealed that it is rolling out a new customer service platform for Bally
Total Fitness, the most widely recognized health club brand in the United
States, with 270 clubs and approximately 3 million members worldwide.
Following a recent restructure to Bally Total Fitness' business model the
company selected Sword Ciboodle as its lead contact center technology
provider to revolutionize their member service center.

The deployment of Sword Ciboodle's agent desktop 'Ciboodle One,' has
allowed Bally Total Fitness to dramatically improve member experience when
contacting the Bally's member service center. The faster system response for
member information, through Ciboodle One, along with the elimination of
manual processes, has reduced average handle time (AHT) by 12% within the
first 3 months, increased first call resolution and reduced call idle time,
leading to increased agent efficiency. Additionally, new member service
representatives achieve full productivity three weeks faster due to Sword
Ciboodle's intuitive agent desktop.

"We are at the beginning of an exciting time here at Bally. With a number
of fantastic new clubs and a number of differentiating features coming soon,
we're really excited about the future. Our success is based on providing
excellent service to our members, and we are focused on being the best in
member service across all touch points. In today's mobile world, service
excellence requires a new level of technical sophistication," said Guy Thier,
CIO, Bally Total Fitness. "We are confident that Sword Ciboodle is the right
choice for us as it offers the kind of world-class software that allows us to
communicate with a member whenever and however they choose, and we are
looking forward to working with them to help make our member services the
best in the industry."

Sword Ciboodle's work has put in place the foundation of a multi-channel
member service platform with planned phases to allow a member to communicate
with Bally using their preferred method. Future projects include offering a
host of multi-channel contact points including kiosks in the clubs, email,
and chat.

"Bally Total Fitness is one of the few leading brands that is not only
reinventing its business model, but proactively revamping how they engage
customers. Sword Ciboodle is excited to be a partner on this journey," said
Paul White, CEO of Sword Ciboodle Americas. "The application of our contact
center desktop, Ciboodle One, and our process platform will allow Bally's to
truly revolutionize their member experience in all the states they operate.
This represents another major new client for Sword Ciboodle in the U.S. and
demonstrates how organizations are turning to advanced CRM platforms and away
from traditional packages."

ABOUT SWORD CIBOODLE

Part of the global Sword Group, Sword Ciboodle delivers award-winning,
process-managed CRM software to contact centers worldwide. With staff located
across 5 continents, the company's customer service software helps clients
achieve higher revenues from their customers and reduce operational costs.
Clients include Sears, Sony, Admiral, JP Morgan Chase, Standard Bank and
Eskom.

The company's cross-channel software promotes customer intelligence and
choice, with their family of products providing a continuum of options to
manage customer interactions. Their suite of modules includes: Ciboodle One,
an intelligent desktop; Ciboodle Flow, case management software; Ciboodle
Live, web based self-service; and Ciboodle Crowd, a social CRM platform.

Sword Ciboodle is consistently recognized by industry analysts as one of
the world's leading customer-centric technology providers. The company has
been featured in the prestigious Gartner Magic Quadrant, CRM Customer Service
Contact Centers, for five consecutive years.

For more information, please visit www.sword-ciboodle.com.

CONTACT: Rosemarie Esposito, Senior Account Executive, +1-646-808-3611,
rosemarie@dukaspr.com

Rosemarie Esposito, Senior Account Executive, +1-646-808-3611, rosemarie at dukaspr.com