The basic idea behind all of these scenarios is the same - React to online behavior immediatly and according to its business relevance and value.
Here we go...
1. Sales: Customer Up Sell & Cross Sell.
The Behavior > An existing customer examines his current investment portfolio. This customer's porfolio has a positive yield and he has an avarage order history of over 3 stock orders per month.
The Reaction > Offer this customer a VIP brokerage service proposal online (a free consultancy meeting or 3 month free service may also do the trick...)
2. Sales: Potential Lead generation.
The behavior > An existing customer enters his online banking application, after reviewing his balance he visits the loans sector of the site, visiting more then 4 pages of long-term loans.
The reaction > Send business event to CRM systems, "John Smith, interested in long term savings, event date: 10/08/2008"
3. Sales: New Customer Hooking.
The behavior > An anounimous customer visits the banks commercial website, he enters the student's loans sector visiting more then 5 pages for longer then 5 minuts.
The reaction > Interact with online user by 1. offering a specific loan and 2. Offering a local branch consultant to contact upon contact details submition
4. Customer Service: Improve Customer Retention
The Behavior > An existing customer checks the cash-out options on his savings account or insurance policy. He does this for the first time in atleast several months and goes into the details page of the terms of termination/cash-out.The Reaction > Offer him an immediate online loan or connect to local branch for financial planning. Save the customer before leaving and sell another product.
5. Customer Service: Assist in Transaction Completion
The Behavior >A customer tries to buy stock through the banks online application, after filling out all the relevant details in the 3 step form he submits the order and recieves an error as a response. The order amount is higher then $20,000. He tries twice again and recieves the same error.
The Reaction > 1. If this is a VIP customer offer immediate online human assistance, via audio or video 2. If the error is relatedto missing information, pop up a window highlighting the error cause (only after the second time) and offer the solution.
6. Customer Service: Improve Online Self-Service
The Behavior > A VIP customer is trying to retrieve a specific report or any other action and repeats it more then 3 times with no success.
The Reaction > Check service representative's availabilty and offer immediate audio/video call to resolve issue
7. Customer Service: Customer Experience Management
The Behavior > Detect slow serving pages or user session from specific geographical regions with slow avarage response rates across their sessions
The Reaction > Alert system applications and personnel with specific information
8. Security: Provide Detailed Audit Trail
The Behavior > Any monitary related action performed by the customer or even lower levels of behavior can be audited non-intrusively according to predefined rules
The Reaction > Log detailed user session to any logging or SIEM application and offer different levels of auditing according to regulation or customer requirements.
9. Security: Detect Fraudeulent Behavior
The Behavior > Detect specific fraudulent behaviors not only in the geo/ip/browser level but in the actual application behavior
The Reaction > 1. Feed existing fraud detection applications in real time 2. Invoke scoring processes 3. Redirect/Block user sessions
10. In-house Advertising
The Behavior > A customer with a large positive balance enters the web site
The Reaction > Display investment related banners
These example use-cases are obviously a small portion of the various relevant use cases but I hope they provide a guideline to the high potential in real-time reactions to online behavior
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