Updated: January 27, 2018
There are many historic examples of using event-based marketing (EBM) and complex event processing (CEP) and pattern recognition to sense and alert unusual activities or conditions. Some are not related to CX or CRM (Customer Relationship Management) such as:
- Algorithmic stock trading such as if Stock A rises by X% and Stock B doesn’t, automatically buy Stock B
- Transportation security and fraud detection such as an id card used twice in a short time frame (e.g., piggybacking) or high volume transactions on a new account – and then automatically alerting the right parties
- Detecting transportation congestion and incidents, and proactive notification of alternative routes
- Inferred detections suggesting that a vehicle has crashed (and severity of crash), such as when an airbag has deployed
- Communications security such as false alarms going off in a certain time window, not followed by other alarms that would be expected (false positive alarming)
- Communications security such as network monitoring for detecting denial of service attacks, and alerting the right parties of this situation
…and many others. What follows are some additional event-based marketing and complex event processing & pattern detection use cases that represent interesting, somewhat complex and unique opportunities for how this technology might be applied to CX & CRM in industries, and horizontally.
Vertical Complex Event Processing Use Cases
Fiserv: Consumer Banking and Credit Cards
- Unusual account activity or inactivity pattern
- Credit card spend activity use pattern
- Insufficient funds pattern
- Web or mobile click activity indicating an interest in a product
Insurance
- Fraudulent claims activity
Operations
- Predictive maintenance systems
Media and Communications
- Dropped call pattern or degradation of signal / service
- Customer has increased roaming (or other unusual account usage) behavior
- Customer in route to a foreign country pattern
- Popular programming based on set top box and social media insights
- Prepaid consumption detection and stimulation
- Churn detection
Healthcare
- Claims fraud
- Care interruption pattern
- Fitness monitoring
- Hygiene procedures pattern
- Healthcare patient monitoring
Horizontal Complex Event Processing Use Cases
Customer Service Center / Retention Department
- Customer struggling to get help pattern
- Payment due
- Strange returns activity
- Customer likely wants to cancel service
Marketing / Cross-sell & Up-sell
- Customer online interest in a product or service
- Customer in store interest in a product or service
- Customer in proximity of store
- Customer usage stimulation – Drop off in use of a product/service
- Increase in use of a product / service
- Loyalty Program – Monitoring points activity
- Loyalty Program – Monitoring points expiration date
- Monitoring social sentiment
- Monitoring social influencer