An Event Driven Approach to Customer Relationship Management in e-Brokerage Industry

Customer Relationship Management (CRM) is critical to the success of a business. Recent work in CRM has focused on the mining of customer-related data and the construction of customer behavior models. In this paper, we present a framework for an effective detection of business events that trigger the execution of customerrelated activities based on a set of predefined business rules. An event is the occurrence of something interesting to the system itself or to user applications. Event driven execution of rules in event-condition-action (ECA) form can ensure efficiency and timeliness. This is an important aspect of CRM that few researchers have reported. In the e-Brokerage Industry, business events concern mainly with clients, brokerage firms and the stock market environment. Business events due to the clients include order placement, complaints filing, service exceptions, and change of personal profiles. Business events due to the brokerage firms include staff turnovers and amendment...

• Type: Conference
• Year: 2003
• Where: HICSS
• Authors: Dickson K. W. Chiu, Wesley C. W. Chan, Gary K. W. Lam, Shing-Chi Cheung, Franklin T. Luk
• Keywords: Biometrics, Brokerage Firm, Business Events, Event-driven Crm Prototype, HICSS 2003, System Sciences