One of the demos to watch for on the TIBCO stand at Gartner next week will be “Predictive Customer Interaction Management for Insurance”. This correlates customer events and models customer behavior to maximise the effectiveness of customer interactions – something not likely to be very easy in traditional, insurance mainframe batch systems. The app is based on customer systems and exploits the TIBCO BusinessEvents complex event processing solution, with its high performance, stateful rule execution, state modeling and data grid support.
Note that this application is not a million miles away from the SOA-in-CRM vision that Forrester ‘s James Kobielus presents in his article “Real Happy in Real Time”. This covers the role of CEP in CRM, as one of a series covering SOA’s impact on CRM. Note he also covers the role of MDM in CRM: interesting as we at TIBCO are already seeing the co-existance of MDM and CEP in customer CRM-type applications.
