Shortly after getting promoted to vice president of Westboro Technologies, Joe Corporate receives a personalized e-mail from his bank offering him a new car loan. Tempted by thoughts of a new BMW, Joe clicks on the car-loan URL and logs on to MegaMerger Bank's site using his banking password. Web- personalization software serves up a car-loan application pre-populated with his account information and special rates for valued customers. The five-year rate sounds good to Joe, but, wondering if they would extend the term to six years, he decides to click on the intriguing "Call MegaMerger officer" button.

Unbeknownst to Joe, MegaMerger's analytics engine has tagged him as a platinum customer for 13 consecutive months. This classification, which is reserved for the 11 percent of the bank's customers who generate about 87 percent of their profits, entitles him to specific privileges including special rates and the quickest service possible. Joe's click triggers workflow that bumps his request to the top of the queue for the bank's pending business rules which, in turn, routes his call to the top of the bank's customer-telephony integration (CTI) queue. The CTI software pulls his account record from the customer relationship management (CRM) front-office software; and a few seconds later, Joe's data populates the screen of a wealth management officer whose voice sounds through Joe's PC speakers, "Hi, Mr. Corporate, thanks for visiting our newly improved Web site. How can I help you today with your car-loan needs?"

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