eCRM solution provider Pegasystems released its rules technology platform this month, a software suite it claims will provide the "intelligence" link in an organisation's CRM strategy.
The browser-based PegaRules platform is a business rule development and deployment engine automating rules management for business functions. The solution is not based on a database, and can be architected by scratch by the user, according to the vendor..
PegaRules is also designed around the principle that business intelligence rules create more responsive customer lifecycle management by making systems smarter and business processes more responsive, said Bruce Quick, vice president and MD of Pegasystems Pacific Rim.
"PegaRules manages the customer cycle. Think about where a business rule exists and you can apply this technology anywhere. Data and rules are the key differentiators and assets of an organisation."
Further, PegaRules performs a specific function based on the "circumstance" of the customer data, such as automating systems to inform a specific user in an organisation of a customer complaint, for instance, and managing the complaints process to the point of resolution, Quick explained.
Calling CRM mere strategy and not a business solution, he said large corporates were investing heavily in packaged-based technology into their CRM plan, but recommended it should be a secondary spend, "You've got to be sure CRM software creates a return on investment for the organisation. PegaRules technology plays to customer retention, satisfaction and customer conflict resolution because it has multi-level capabilities designed for the customer cycle. Originally, the applications and OS markets were hot, but now companies are realising that rules and data are an asset to an organisation."
Pegasystems is targeting all industry sectors in which there is a service and interaction focus with the new rules platform, and expects strong takeup by the telco industry, Quick said.
PegaRules operates in a C++ shell and is based on an open architecture built on XML, Corba, EJB, Java and HTTP standards.
The PegaRules engine will be released through advanced rules-based work manager tool PegaRules Process Commander in Q2 this year.