For example, a national pizza chain might send a custom message to your pager to see if you want to reorder the pepperoni and onion pizza that you purchase every Wednesday night after the kids' soccer game. The most compelling forms of personalization require knowledge about customer attributes and past interactions that can be analyzed using sophisticated statistical tools. These tools are then used to create rules or models of customer behavior. The rules can then be applied in real time to new customers or existing customers who exhibit new types of behavior. Closed loop applications for managing intelligent customer interactions require integrating many different types of tools, data structures, and applications.
Few companies have the resources or expertise to build such applications.