Using Business Rules Engines to drive complex customer decisions that boost profits
Managing customers involves making many individual decisions throughout the relationship journey: ‘Do we take this customer?’; ‘What conditions are appropriate?’; ‘When is the right time for an additional offer?’; ‘How do we treat missed payments individually?’; ‘How does my decision impact capital allocation?’
Accurate, timely and analytically managed customer decisions have become a distinctive source of competitive advantage, as well as a necessity out of regulatory compliance. And constant evaluation and adjustment have become ingrained into the daily operations of most organisations across business-to-consumer (B2C) industries, including finance, telecoms, insurance and utilities.
Traditional Business Rules Engines (BREs) have been a game-changing tool at the core of this process, introducing automation and putting adaptable capabilities in the hands of the business users.
Today’s increasingly complex environment, with fast changing customer demands, ever growing data assets, regulatory compliance and sophisticated mathematical predictive modelling, calls for a major advance in the technology of BREs to ensure organisations remain competitive.
The future of B2C business requires BREs to become the central hub, co-ordinating seamless integration of capabilities, providing clear business process management and customer decisioning in order to nurture and keep up with innovation, while delivering a much faster time to market and a reduced cost of ownership of the technology.
In this paper, we take a business perspective to describe how the new breed of Business Rules Engines have evolved to integrate analytics, execution and monitoring and evaluate the business case for adopting it.
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