Typically, a server belonging to the service provider gets data from the customer database of the client, such as a retailer, airline, or shipping company. The server uses the data, along with information in its own databases, to decide what alerts should go out. The server then instructs other servers to generate the actual alerts, by telephone, email, pager, or other medium. Telephone alerts, the newest type, are generating the most excitement because they extend alerting beyond the Internet to the entire phone system. Such alerts are essentially machine-generated phone calls in which recorded or synthesized voice prompts give the customers relevant information.
Customers can respond by keypad or voice.
When alerting services are tied to existing CRM systems, customers can choose, for example, to connect to service representatives in the company's call center or to purchase featured items during the same call. A customer who gets an emailed alert could click on a link in the message that triggers a phone call connecting him to the right service technician. Once connected, a customer could purchase an item that was previously out of stock and have it delivered. Another customer might purchase movie or football game tickets that had just become available, or even be connected to the nearest Jiffy Lube for an appointment. Pricing models vary.