How can Rules be used to improve eCRM systems?
The Internet brings a disquieting visibility to a company’s processes and systems. Customers interacting directly with a company see first hand its awkwardness, inefficiencies and inadequacies. Companies can no longer hide behind brick facades or layers of staff and must now interact directly with customers at “eSpeed” through multiple channels. The original productivity promise of technology to “process transactions faster” was accomplished by depersonalizing customer interactions and grouping like functions for the benefit of the company – forcing customers to navigate the resulting islands. Traditional CRM transaction-recording systems are remarkably context-free – they document the “what,” but know little about “who” or “why” – overwhelming users that are presented with the same screens of information regardless of the circumstance with massive amounts of data. Productivity and service quality decline because the static technology doesn’t guide the increasingly complex offerings by
