Using Business Rules to Increase Opportunities for Upsell, Cross-Sell and Customer Satisfaction

WHITE PAPER
Challenges at the point
of contact .................................2
Is extending CRM with
business rules the right choice
for your organization? .............3
Improving the customer
experience at the point
of contact .................................4
The BRMS extension to CRM -
How does it work? ...................6
The competitive advantage
of BRMS ...................................8
Conclusion .............................10
Proof of value .........................12Bringing New Agility
Next steps ..............................16
to the Point of Contact
Using business rules to increase opportunities
for upsell, cross-sell, and customer satisfaction"No two bene? t plans
are alike. It is because Challenges at the   a greater choice of solutions and Unfortunately, many customer rela- of the dynamic nature point of contact options tionship management (CRM) sys- of bene? t services   a better purchasing experience tems today provide only a portion delivery and the high The profi tability of most companies is   more favorable pricing, faster of the technology needed to deliver volume of transactions driven by the business they generate shipping, and so forth a satisfying customer experience, from repeat customers. Customer especially at the point of contact. that we needed
loyalty is, in other words, one of the The imperative aspect of rising needs Most CRM systems specialize in advanced business rule
most important factors in the sales and expectations is compounded two functions: sales force automa- management software to
and profi tability of any enterprise. by the ease with which a customer tion (SFA) and providing a consoli- cost effectively respond
And that loyalty derives directly from can go to a competitor. For instance, dated view of the customer at certain to increasingly complex
customer satisfaction. That satisfac- every on-line competitor is only a few touchpoints. While these functions customer requests.
tion, in turn, comes from: satisfaction clicks away and the ability for a cus- are undoubtedly important, they Using ILOG JRules,
with the customer experience, with tomer to widely promote their dis- could be signifi cantly expanded we have a solution the product, and with the pricing. satisfaction in an enduring medium to provide a competitive customer that will scale as our is almost unlimited. Unhappy cus- experience at the most important business requirements The challenge of satisfying custom- tomers can be far more expensive points of contact. change while supporting ers is becoming increasingly diffi cult than the business lost from their CitiStreet's need to in a world where they are less loyal to departure. Therefore, it is crucial that This white paper discusses one of exchange and manage brands and vendors, and where they frontline staff be more knowledge- the most effective ways of extend- employee information in expect more from each interaction. able, consultative, considerate, and ing CRM functionality. Through the real time."For example, customers anticipate: quicker, or they risk losing profi table use of business rules as an enabling customers to a competitor who is extension to your existing CRM, you -Andy Marsh
  more detailed and relevant infor- perceived as "better at it." can enable highly customized, fl exi- Senior Vice Presidentmation about a product ble and consistent interactions in real Client Project
Management, CitiStreet
(now ING Institutional Challenges Is extending CRM with Improving the The BRMS The competitive Proof of Next Plan Services, LLC)at the point business rules the right customer experience extension to CRM - advantage Conclusion value stepsof contact choice for your organization? at the point of contact How does it work? of BRMS"Thanks to ILOG JRules,
time at the point of contact. By auto- whether a BRMS extension is a good nel environment. It is particularly we now provide our 3.6
mating core decisions that need to fi t for your organization. appropriate for organizations that million members with
be made at the ... [download for more]