This white paper discusses one of the most effective ways to extend CRM functionality to competitively enhance your customers' experiences.

By using business rules as a non-disruptive extension to your existing CRM system, you will facilitate highly personalized, flexible and consistent interactions in real time at the point of contact. By using business rules to automate core decisions that need to be made at the point of contact, you will allow contact persons (i.e. sales agents), or front-end systems (i.e. Web sites or ATMs) to promote the right thing at the right time to the right customer, thereby reducing decision time while increasing relevancy and consistency.

This white paper contains the following themes:

• Challenges at the Point of Contact
• Is Extending CRM with Rules the Right Choice for your Organization?
• Improving the Customer Experience at the Point of Contact
• The BRMS Extension to CRM: How Does It Work?
• The Competitive Advantage of BRMS
• Proof of Value - How Five Customers are Extending CRM with BRMS

Rising customer expectations are compounded by the ease with which the new connected customer can go to a competitor. Therefore, it is crucial that front-line staff and systems are perceived as more knowledgeable, consultative, considerate, and quicker, or you risk losing the new, connected customer to a competitor who is perceived as better.