Case Study: Online CRM and BI

ActiveInsight
ActiveInsight Delivers Real-time Behavioral
Detection that Improves Customer
Relationship Management and Business
Intelligence

Overview
A leading express & logistics company has deployed ActiveInsight
to detect and react to customer behavior on their self-service
portal in order to:
Improve customer service
Improve account management
Offer superior business intelligence

The Business Challenge
Logistics firms usually offer similar services and compete by
providing better service and customer management
Reacting to customer according to his/her needs is critical
As the online channel gains momentum as the premier channel for
service and sales, the following abilities are crucial:
Detect relevant customer behavior in real-time
Correlate it with existing customer data and
React accordingly
Online behavior data is also required to improve user profiling and
segmentation using BI and CRM applications.

The Business Challenge
Most organizations are happy to move more and more customer
interactions to the web, offering convenience and cutting costs
The online channel is quite static as relevant customer behavior is
not leveraged and the human touch is lost.
Most organizations have CRM, BI and other similar applications BUT
These apps do not collect online behavior & cannot react in real-time
Relying on web-server logs is futile as they hold irrelevant technical
information, are not user-centric and cannot be utilized to react in
real-time
Trying to change application code will result in maintenance and
performance issues as well as long deployment cycles

The Business Need
Organizations can leverage online customer behavior to
Minimize customer desertion
Provide segmented service
Detect and react to up-sell and cross-sell opportunities
Improve Business Intelligence

Main Technological Challenges
Detecting relevant events and behavior in real-time, out of millions of
events, without harming application performance and availability
Reacting to relevant events by feeding various backend applications
(CRM, BI, Security, etc.) and/or interacting directly with the user
Providing a simple, flexible and embeddable solution that can be
deployed with existing infrastructure and applications
De-coupling runtime processing for flexibility and scalability

The Solution
ActiveInsight’s event processing engine has been deployed to detect
and react to online user behavior in the web self-service application.
Deployed non-intrusively along-side the application, ActiveInsight is
used to:
Detect specific customer behavior
React to the online customer
Send focused, actionable business events to the organizations BI and
CRM applications

The Solution – Cont.
All of the web interactions are monitored and filtered, leaving only
the relevant ones to be reacted upon.
Relevant and valuable behavior results in dynamic user responses
including responses that:
Offer online assistance when relevant (for VIP customers) or
Offer appropriate products for those customers that demonstrate
potential interest
In some cases, the relevant reaction is based both on the actual online
behavior and existing data regarding the specific customer or active
marketing campaigns. This was achieved by storing back-end data in-
memory and using ActiveInsight's context manager and the real-time
aggregation and correlation capabilities.

The Solution – Cont.
Relevant behavioral data is formatted and sent to the appropriate
back-end application: CRM or BI.
Business events are formatted per application and may include
different data items.
The data sent to the CRM application serves the customer service
center by documenting relevant online customer interactions,
potential service issues and customer interests.
The data that is fed to the BI helps in more accurate customer profiling
and segmentation.
Online Campaign
Mgmt
Users
ACTIVE INSIGHT BI
Web CRM
Application Detect React Fraud
Detection
SIEM

Benefits
After deploying ActiveInsight the organization has enjoyed several
benefits on both the short and medium term:
Improved Customer satisfaction - As the self-service portal became
adaptive to customer's needs including initiating human interaction
when relevant.
Lowered operational costs - As more customers use the portal
Better customer segmentation and account management - Utilizing
the addition of behavioral data to the BI system helped marketing and
sales efforts and improved the bottom line.
Lead generation - Correlated responses resulted in higher numbers of
leads for cross-sells generated in the self-service site.

ActiveInsight’s Unique Value Proposition
Embeddable, Real-time data stream processing
Flexible and dynamic pattern definition/detection
SpringSource development platform interoperability
Real-time, pattern-based logic invocation
Business driven behavior detection
User-centric actionable events
Real-time, value-based event feeds & user interactions
Non-intrusive deployment
Support for extreme transaction rates
“With ActiveInsight organizations can identify up-sell and cross-sell opportunities, react to potential customer
churn in time to prevent it, improve online self-service to customers and detect potential fraudulent activity in
real-time “

Additional Use Cases
Online Sales, Use behavioral targeting to detect
Marketing and up-sell/ cross-sell opportunities.
Campaign Mgmt Detect customer touch-points for
real-time proposal delivery.
CRM, Customer Detect customer experience
Experience and problems and offer VIP assistance.
Self-Service
React to potential customer churn
in time to prevent it.
Security Provide application level visibility.
Information and
Offload application logging and
Event Mgmt (SIEM)
provide real-time formatted events
Compliance and
to SIEM or compliance applications.
Risk Mgmt
Fraud Detection Detect and feed application events
and Adaptive in real-time.
Authentication
Use behavioral targeting to detect
fraudulent activity and patterns.
Extreme Offer real-time event and pattern
Transactions processing in extreme transaction
Complex Event rates.Provide Low-latency event
Processing (CEP) correlation and service initiation.

Q&A
Thank you!
http://www.activeinsight.net
info@activeinsight.net