Count the number of rules engines on the market today. I’ll grace them with an acronym, BRE, for business rules engines. We have a BRE to govern the distribution of calls into a call center, and another to model back office processes. Another governs the customer-facing interactions (capture a lead, make an offer, request a piece of information). Still others reside in Event Monitors and are fired off when a state is changed like employment, age, retirement, price floor hit, fraud detected. And let us not forget content composition and distribution. There’s a BRE for that, too.
Now into the midst of it come Social CRM systems, in their proto-stages, like amino acids scraped from the Murchison meteorite, with only the simplest of BREs embed in their infant structures. How will an interesting interaction captured in a social media monitoring system from a customer be associated with the account or contact record? And if it is not, then how have we improved our institutional knowledge and understanding of the customer? Will the Social CRM BRE evolve and contain logic that will pass key information to a marketing system, or customer service system, or business intelligence system? Will it fire off a request to create a case and an outbound message to the customer, contingent on the appropriate permissions?
And if the Social CRM BRE does evolve and does perform these tasks, how will the handoffs be made? How will they communicate with other BREs resident in other interaction systems?
We are really in our first throws of knowledge with Social CRM and Social Media systems, and I am enjoying seeing one or two companies out there that have begun to give this some thought.
What have you seen?
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