Event Processing Symposium

CEP

for Customer Acquisition

And Customer Service

Agenda

1. The Problem

 

2. The Approach

3. Results, Costs and Benefits

4. Conclusions

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.

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.

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

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

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.

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

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?