Case Study: Leading Financial Services Firm achieves personalized customer service with Prolifics

Business Rules Bring Personalization to Leading Financial Services Firm

Leading Financial Services Firm, one of the world’s largest mutual fund companies, needed a better way to deliver consistent, personalized service across its website, call centers, and other channels. With more than 20 million customers and millions of daily web visits, the firm struggled with disparate internal systems, a diverse customer base, and rapidly changing demands that made tailored messaging and investment guidance difficult to manage.

Prolifics implemented a centralized personalization platform using IBM Operational Decision Management, IBM WebSphere Message Broker, and IBM WebSphere eXtreme Scale. The solution integrated customer data and analytics into an enterprise service bus, used rules and events to dynamically update and prioritize personalization tags, and enabled real-time next best actions across channels. As a result, the firm improved message consistency, delivered more relevant customer advice, and increased profits by showing users information better aligned to their needs.