event processing symposium cep for customer acquisition and customer service
TRANSCRIPT
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Event Processing Symposium
CEP
for Customer Acquisition
And Customer Service
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Agenda
1. The Problem
2. The Approach
3. Results, Costs and Benefits
4. Conclusions
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The Problem
Improve customer acquisition and service– Initiate a follow up email marketing campaign
based on customer activity captured in CRM application.
– Emails should be auto-generated.– For each email, create a task item and set the
task to “done.”– Emails should stop if new customer activity
results in status change.
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The ApproachAn event pattern-driven application orchestrating activity across existing systems
Telemarketing “Farming”– When call center application sets a customer record
status to “farming”, AptSoft event-driven process is triggered.
– AptSoft fetches customer data and sets timed actions to generate auto follow-up emails at 3, 10, 30, 60, and 90 day intervals.
– For each email sent, AptSoft sends a “task completed” action to CRM application.
– Process can be stopped based on new customer activity.
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The ApproachFunctional approach using CEP: event-pattern:condition:action
Call Center Workflow Automation– “Qualified” status means a customer has been qualified by the
call center rep and is ready to move to the next step of the transaction
– If a customer has been in “qualified” status for more than 10 days, AptSoft will change the status of that customer to “farming”, which is turn will trigger the auto-follow up marketing campaign
– This helps the call center if there are any customers that have slipped through the cracks owing to high call center volume
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The Approach
• AptSoft listens for new updates to status in customer records in MS SQL 2005 database.
• AptSoft maintains state and schedule of each customer within CEP engine.
• AptSoft sends emails using MS Exchange Server.
• AptSoft creates new task objects using CRM stored procedures directly in MS SQL 2005 database.
• In previous version, AptSoft event was directly triggered by web form submission
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The Approach
Future Enhancements– Consuming aggregated listings of data from third
party servers and reconciling with internal TotalMove database.
– Farming marketing email campaigns customized with different email templates and queue schedule based on affiliate requirements.
– Local service email marketing campaign based on customer move or property transfer timeline.
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Results, Costs, Benefits
Primary driver was cost Reduction:– Use existing systems– Reduce programming effort– Use existing interfaces, preferably standards-based– Assume logic and workflow will get more complex
over time – “don’t hit a wall”
12 Hours of Development Time
1 Month Elapsed Time
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Conclusions
New requirement: stored procedure action developed
Select the best approach:
• Is the application “event-driven” involving the orchestration of existing systems?
• How externally-driven is the workflow?
• Where is the application going?