WO2013118141A2

WO2013118141A2 - System and method for optimizing customer engagement

Info

Publication number: WO2013118141A2
Application number: PCT/IN2013/000023
Authority: WO
Inventors: Prasun Kumar; Abhinav SARKAR; Ketaki KADVE; Krishna Mehra; Sridhar BOLAM
Original assignee: Kharagpur Technologies Pvt. Ltd
Priority date: 2012-01-13
Filing date: 2013-01-11
Publication date: 2013-08-15
Also published as: WO2013118141A8; WO2013118141A3

Abstract

In one embodiment, a system (100) for optimizing customer engagement is provided. The system (100) comprises an event management module (102) that is configured for recording one or more activities performed by a customer and one or more events that occur externally, a customer database (103) configured for storing customer data, a rule engine (1 10) coupled to the customer database (103) and the event management module (102), the rule engine (110) configured for mapping customer data to a set of actions based on a rule set, a timeline execution module (104) configured for generating at least one timeline for performing the set of actions in order to generate an adaptive customer engagement model and a communication module (1 12) configured for communicating to a customer one or more actions that are to be performed amongst the set of actions.

Description

SYSTEM AND METHOD FOR OPTIMIZING CUSTOMER ENGAGEMENT

CROSS REFERENCE TO RELATED APPLICATIONS

[0001] This application claims priority from an Indian provisional patent application filed on 13^th January 2012 and having an application number 156/CHE/2012 arid incorporated herein by its entirety.

FIELD OF INVENTION

[0001] The invention generally relates to customer relationship management (CRM) and more particularly to system and method for enhancing interactions between a customer and a merchant through the use of an engagement model.

BACKGROUND OF THE INVENTION

[0002] Rapidly evolving and highly competing sectors like retail for example make it imperative to track and analyze each customer decision. Further, connecting various decisions taken by an individual over a period of time provides insights into the customer behavior.

[0003] The role of customer relationship management (CRM) is to understand customer needs and help a business maximize the value of its customer relationships by enhancing revenue opportunities. By using CRM a company can tailor the way it markets, sells, and services customers so as to optimize the customer relationship in a profitable manner. In this regard, obtaining customer insights and feeding it back into the system increases the accuracy of the relationship model.

[0004] Prior art methods have suggested using the results of customer insights to manually tailor interactions with customers. This is a tedious and time consuming process. Further, there are no automated ways of obtaining customer insights and using the same for improving the customer relationship. [0005] Hence there exists a need for building an automated system that can gain and leverage insight about customers through their interactions with the company thereby generating customized and personalized engagement models for use in enhancing the relationship with the customers in order to streamline future interactions with the customers.

BRIEF DESCRIPTION OF THE INVENTION

[0006] The above-mentioned shortcomings, disadvantages and problems are addressed herein which will be understood by reading and understanding the following specification.

[0007] The invention provides methods, system, and computer program product for optimizing customer engagement. A customer is identified and one or more engagement models are selected. The selected engagement models are further tuned based on one or more customer interactions. Thus, each of the customer interactions is processed and analyzed to define and enhance an engagement model.

[0008] Accordingly, in one embodiment a system for optimizing customer engagement is provided. The system comprises an event management module that is configured for recording one or more activities performed by a customer and one or more events that occur externally, a customer database configured for storing customer data, a rule engine coupled to the customer database and the event management module, the rule engine configured for mapping customer data to a set of actions based on a rule set, a timeline execution module configured for generating at least one timeline for performing the set of actions in order to generate an adaptive customer engagement model and a communication module configured for communicating to a customer one or more actions that are to be performed amongst the set of actions.

[0009] In another embodiment, a method for dynamically generating a customer engagement model is provided. The method comprises recording a first set of inputs, the first set of inputs comprising one or more activities performed by a customer and one or more events that occur externally, obtaining customer data, mapping customer data to a set of actions based on a rule set, generating at least one timeline for performing the set of actions in order to generate an adaptive customer engagement model and communicating one or more actions that are to be performed amongst the set of actions to the customer.

[0010] In yet another embodiment, a method for optimizing customer engagement is provided. The method comprises receiving inputs for generating an engagement model, the inputs comprising at least one interaction with a customer, obtaining a rule set for generating the engagement model, the rule set being based on at least one of a temporal attribute and a cross sectional attribute of the customer and determining at least one action to be performed based on the inputs and the rule set and thereby generating the engagement model comprising the action and a timeline.

[0011] In yet another embodiment, the method for optimizing customer engagement comprises receiving one or more inputs for generating multiple engagement models, the inputs comprising at least one interaction with a customer, obtaining multiple rule sets wherein each of the rule sets are based on a cross sectional attribute of the customer and determining at least one action to be performed based on the inputs and the rule sets for each engagement model.

[0012] In yet another embodiment, a machine-readable medium embodying instructions which, when executed by a computer-implemented system, cause the computer- implemented system to execute a method for dynamically generating a customer engagement model is provided. The instructions comprise code for recording a first set of inputs, the first set of inputs comprising one or activities performed by a customer and one or more events that occur externally, code for obtaining customer data, code for mapping customer data to a set of actions based on a rule set, code for generating a timeline for performing the set of actions in order to generate an adaptive customer engagement model and code for communicating one or more actions that are to be performed amongst the set of actions to the customer. [0013] Systems and methods of varying scope are described herein. In addition to the aspects and advantages described in this summary, further aspects and advantages will become apparent by reference to the drawings and with reference to the detailed description that follows.

BRIEF DESCRIPTION OF THE DRAWINGS

[0014] FIG. 1 shows a block diagram of a system for optimizing customer engagement as described in an embodiment;

[0015] FIG. 2 shows a system for dynamically generating a customer engagement model described in an embodiment;

[0016] FIG. 3 shows a flow diagram of a method for dynamically generating a customer engagement model described in an embodiment;

[0017] FIG. 4 shows a flow diagram of a method for optimizing customer engagement as described in another embodiment; and

[0018] FIG. 5 shows a schematic diagram depicting an exemplary engagement model as described in an embodiment.

DETAILED DESCRIPTION OF THE INVENTION

[0019] In the following detailed description, reference is made to the accompanying drawings that form a part hereof, and in which is shown by way of illustration specific embodiments, which may be practiced. These embodiments are described in sufficient detail to enable those skilled in the art to practice the embodiments, and it is to be understood that other embodiments may be utilized and that logical, mechanical, electrical and other changes may be made without departing from the scope of the embodiments. The following detailed description is, therefore, not to be taken in a limiting sense.

[0020] In one embodiment, the invention provides a system and method to enable automatic engagement of a business user with a customer over the lifecycle of customer's participation with the business user (merchant).

[0021] FIG. 1 shows a system 100 for optimizing customer engagement. The system 100 comprises an event management module 102 that is configured for recording one or more activities performed by a customer and one or more events that occur externally, a customer database 103 configured for storing customer data, a rule engine 1 10 coupled to the customer database 103 and the event management module 102, the rule engine 1 10 configured for mapping customer data to a set of actions based on a rule set, a timeline execution module 104 configured for generating at least one timeline for performing the set of actions in order to generate an adaptive customer engagement model and a communication module 1 12 configured for communicating to a customer one or more actions that are to be performed amongst the set of actions.

[0022] The system 100 receives inputs in the form of one or more interactions and one or more events, processes the inputs based on predefined rules and provides an engagement model that comprises one or more actions that are to be performed on a specific timeline in order to optimize engagement with the customer.

[0023] Each of the events provided as an input to the system 100 can be categorized into one of an internal event and an external event. The internal event includes an interaction or an activity performed by the customer for example, a transaction (or bill), customer responding to an offer, unavailability of the customer (customer not reachable) and absence of customer response (no customer response in last thirty days). The external event includes birthday, anniversary or an anonymous event such as a festival. [0024] The customer purchases are typically linked and the predictability of subsequent purchase is largely dependent on the preceding purchases. Thus, the engagement model depends on the activities performed by the customer. Thus, the generation of engagement model includes tracking and analyzing one or more activities performed by the customer over a period of time.

[0025] Accordingly, the system 100 provides a generalized temporal execution system that captures customer activities over a period of time and orchestrates a timeline that encodes business rules and actions to run over the lifetime of engagement.

[0026] Action is an activity that the system 100 undertakes for a business user to appropriately incentivize the customer. For example, issuing a voucher of 10% discount on a product accessory on customer's subsequent visit is an action. The action can be performed at one or more selected points on the timeline.

[0027] The timeline comprises one or more phases. Each phase is a group of consecutive milestones on the timeline. The milestone is the most basic entity on the timeline where a sequence of activities can be performed. The milestone is a transformation function from an input context to an output context. The actions are marked against a milestone. The phases and milestones are spread on the timeline with the option for defining the length of a phase and distance between consecutive phases.

[0028] To decide which actions are to be executed for a milestone, a rule set is used which can use one or more variables defined in the customer database 103. The customer database 103 comprises at least one of a customer segment database and a customer category database. The rule set uses the variables available in the information context and maps one or more actions based on values of those variables. The milestone subsequently pushes these actions onto the context object.

[0029] The customer database, customer segment database and customer category database together constitute cross sectional attributes. Accordingly, in one embodiment, the invention provides generating an engagement model based on temporal and cross- sectional attributes.

[0030] Each category in the cross sectional attribute has multiple values and the customer belongs to a single value in each category. An example of a category is income group with low, medium and high as possible values.

[0031] The segment is a group of category values to which the customer belongs. Examples of a segment can be "value seeker and low income range" and an "early adopter and high income range". Further, each customer segment is assigned a default timeline which starts from the beginning of the first purchase by the customer. The segment analyzer is a function which changes the segment of the customer in the system 100 and hence a new timeline is assigned for the customer. This typically occurs when the group to which a customer belongs changes. For example a customer can initially belong to a first segment (high income, value seeker segment for example) and may subsequently be shifted to a second segment (high income, early adopter segment for example).

[0032] The fact database in the cross sectional attributes is dependent on a set of variables that can be tracked for each customer. For example, average number of days between visits, average bill value and average item per bill.

[0033] The timeline further comprises a segment analyzer and a phase changer. Following the completion of each phase, the segment analyzer and the phase changer are executed which based on the context can route the succeeding execution to one of the phases in the timeline that is being executed or to another timeline altogether.

[0034] When performed at the end of a phase, segment analysis may result in changing the segment of a customer indicating the application of a fresh timeline for the customer. On the other hand, phase changing may result in execution of a successive phase or occurrence of phase jump within the timeline that is being executed. [0035] Further, since the execution of the segment analyzer occurs prior to the execution of the phase changer, when the segment analysis results in timeline jump, the phase changer and subsequent phases of that timeline may not be executed.

[0036] For example, at the end of the first purchase of a customer if the total purchase amount is greater than fifty thousand rupees the customer may be treated based on a high income group timeline failing which the customer may be treated on a low income group timeline.

[0037] Even when the customer is treated on a low income group time line, the customer makes subsequent purchases that increases the total purchase amount to be greater than fifty thousand rupees, a timeline jump occurs and the customer may be treated based on a high income group timeline.

[0038] Alternatively, if the subsequent purchases by the customer fail to increase the total purchase amount to greater than fifty thousand rupees, the customer will continue to be treated on a low income group timeline. Accordingly following the completion of each phase, the execution will jump to the subsequent phase automatically provided there are no additional events. If during a phase an event occurs, the jump to end of phase will' also lead to the subsequent phase in the same timeline (if state analyzer does not lead to the timeline jump).

[0039] Further, the system 100 may comprises a scheduler module coupled to the timeline execution module 104 and an adaptive treatment module coupled to the rule engine 1 10. This is further explained in conjunction with FIG. 2.

[0040] Accordingly, in another embodiment, as shown in FIG. 2, a system 200 for dynamically generating a customer engagement model is provided. The system 200 comprises an event management module 202, a timeline execution module 204 coupled to the event management module 202, a scheduler module 206 coupled to the timeline execution module 204, a rule engine 210 coupled to the timeline execution module 204, an adaptive treatment module 208 coupled to the rule engine 210 and the scheduler module 206 and a communication module 212 coupled to the adaptive treatment module 208. Each of the modules is described herein in detail.

[0041] The event management module 202 is configured to store a list of events in cloud so as to facilitate real time access. Each event is associated with a set of timelines. Further, each timeline defines a milestone that is to be executed when an event has occurred. The milestone attached to the event loads the current running context and maps it to the output context based on the actions performed.

[0042] The event management module 202 allows multiple events to be configured each with target timelines that is affected when such an event occurs. The event management module 202 allows a rule based logic to be tied up with the event which can used to decide the appropriate timeline treatment in response to the event.

[0043] In an exemplary embodiment, when a customer returns back to redeem an offer, the timeline for that customer is already running and the scheduler module 206 may be waiting for the successive milestone to perform activities accordingly. In such a scenario, the event acts like an interrupt to the execution of the timeline (in this case, waiting for the successive milestone). In such a scenario, the event management module 202 is configured to allow the event to control if the timeline will resume execution once the event is processed or if it will be jumped to the end of phase where a reevaluation of strategies take place.

[0044] Further, the event management module 202 is configured to drop an external event onto the timeline. In one exemplary embodiment, the customer revisiting the business user in response to a campaign may be considered as an external event that can be dropped on the timeline. This action from the event management module 202 can result in a realignment of one or more phases and milestones in the timeline that is being executed. Further, the realignment can be applied to a single timeline or multiple timelines that the customer is a part of.

[0045] The timeline execution module 204 coupled to the event management module 202 is configured to define timelines that describe the rule based orchestration used to automatically engage the customer. The timeline execution module 204 defines one or more actions that are to be performed based on a temporal and a conditional variable.

[0046] The scheduler module 206 coupled to the timeline execution module 204 is configured for providing the infrastructure which allows the timeline to execute as a sequential set of instructions. Since the gaps between multiple activities can run into significant time gap the scheduler module 206 has inbuilt passivation and scheduler mechanism which allows the timeline to be removed from memory and loaded only when it needs to be executed. Further, the scheduler module 206 allows multiple tags to be attached at different parts of timeline executions, like tags at the end of phase to accommodate the phase changer and the segment analyzer. Further, the scheduler module 206 is configured for terminating the timeline that is being executed, jumping to another timeline, suspending the timeline that is being executed and re-joining the timeline at a later moment.

[0047] The scheduler module 206 is configured to support concurrent timeline execution of a customer which allows the business user to target a customer in with multiple timelines and reduce the number of timelines that are being executed for the customer consequent to obtaining more information about the customer.

[0048] In one exemplary embodiment, a customer purchases a mobile phone and based on this transaction data the scheduler module 206 can start timelines for a first segment (early adopter, low income group for example) and a second segment (early adopter, high income group for example) and subsequently based on the response of the customer fine tune the timeline. [0049] If the customer further purchases a companion phone for one of his family members, within a reasonably short time frame, the customer can be segmented as early adopter, high income group and the treatment provided to customer can be based on the timeline specified by the corresponding segment.

[0050] The multichannel communication module 212 performs a set of actions that are conducted based on the execution of the timeline. These actions involve interacting with the external world (such as sending a communication via a telephone, fax, e-mail or mail.)

[0051] The actions thus performed by the system 200 may create a feedback such as another transaction by the customer which is fed back in the system 200. The adaptive treatment module 208 is configured to include the results of these actions as inputs to enhance the engagement model. For this purpose, the adaptive treatment module 208 is configured for tracking and building the fact database so as to enable the usage of the fact database by the rule engine 210 which is executed at every milestone. The rules are used to segment customers and apply different treatments under different segments. Hence, the adaptive treatment module 208 combines the temporal and cross-sectional variables to enhance the engagement model.

[0052] In an exemplary embodiment, a customer is categorized in low income group. The timeline corresponding to that category is selected for execution. In the selected timeline, multiple actions performed by the system 200 include sending various offers to the customer through messaging. Skilled artisans shall however appreciate that there can be different actions such as gifting a voucher, for example: When an event occurs (customer making subsequent purchase) the execution will be to jump to the end of phase. If the event is a birthday or anniversary, as opposed to performing a jump to the end of phase, the action includes sending wishes along with a relevant offer. [0053] Furthermore, the adaptive treatment module 208 is configured to work with an external rule engine 210 such that at each milestone a rule set can be contacted which maps the customer information to a set of treatment activities.

[0054] Further, the system 200 can be configured to keep track of the actual activities performed on a selected customer. This is desired as not all phases or milestones of a timeline need be executed for a customer. When a customer is running multiple timelines, to avoid contacting customers multiple times within a short span of time rules can be written against performing the actual activities.

[0055] The multichannel communication module 212 is configured to contact the customer in multiple ways. The multichannel communication module 212 comprises an activity library that facilitates addition of activities and an activity loader coupled to the activity library. The activity loader is configured for selecting an activity from the activity library. The multichannel communication module 212 further comprises an activity executor coupled to the activity loader. The activity executor is configured for executing the selected activity. The multichannel communication module 212 supports messaging (SMS, MMS, notifications for example) through personal communication device, email, and facsimile for example. Further, the multichannel communicator is configured for rationalizing the customer contact based on the country of operation.

[0056] Skilled artisan shall appreciate that this timeline can be run for any organization as long as the variables to determine the group size are available in the system 200. On or more of the timeline components such as milestones, state analyzer and phase changer are executed using a rule. So if the variables used in the rules are available in the system 200, the same timeline can be used for multiple organizations.

[0057] FIG. 3 shows a flow diagram depicting a method 300 for dynamically generating a customer engagement model. The method 300 comprises recording a first set of inputs at step 302, the first set of inputs comprising one or more activities performed by a customer and one or more events that occur externally, obtaining customer data at step 304, mapping customer data to a set of actions based on a rule set at step 306, generating at least one timeline for performing the set of actions in order to generate an adaptive customer engagement model at step 308 and communicating one or more actions that are to be performed amongst the set of actions to the customer at step 310.

[0058] FIG. 4 shows a flow diagram depicting a method 400 for optimizing customer engagement. The method 400 comprises receiving one or more inputs for generating multiple engagement models at step 402, the inputs comprising at least one interaction with a customer, obtaining multiple rue sets wherein each of the rule sets are based on a cross sectional attribute of the customer at step 404 and determining at least one action to be performed based on the inputs and the rule sets for each engagement model at step 406.

[0059] Some of the advantages of the systems 100 and 200 and methods 300 and 300 for optimizing the customer engagement described in various embodiments herein include capturing the temporal nature of business rules in the form of phases, milestones, and timelines, and interaction between the phases, milestones and timelines through state analyzer and phase analyzer and customer mapping based on category and attributes to timelines thereby allowing the treatment rules to be applied based on both temporal and cross-sectional parameters.

[0060] In yet another embodiment, a method for optimizing customer engagement is provided. The method comprises steps of receiving inputs for generating an engagement model, the inputs comprising at least one interaction with a customer, obtaining a rule set for generating the engagement model, wherein the rule set is based on at least one of a temporal attribute and a cross sectional attribute of the customer and determining at least one action to be performed based on the inputs and the rule set and thereby generating the engagement model comprising the action and a timeline.

[0061] A computer aid may preferably guide a user through some of these steps. That computer program may preferably allow a business-user to set values needed to define a treatment plan to direct the customer interaction. A modular, rules-based, engine performs the processing (leveraging the values set through the computer aid) required to deliver tailored engagement model so as to optimize customer engagement. The rules processed by the engine may be based on insights gained by assessing real time customer interactions and may be used to modify the engagement model to control future customer interactions.

[0062] In various embodiments of the invention, an engagement model for a customer relationship management is described. For ease of explanation, the engagement model is described with respect to a retail segment. However, the embodiments are not limited and may be implemented in connection with different applications. The application of the invention can be extended to other areas, for example for enhancing customer relationship between a buyer and seller. The invention provides a broad concept of using temporal and cross sectional dimensions in generating an engagement model, which can be adapted in a similar customer relationship management. The design can be carried further and implemented in various forms and specifications.

[0063] As will be appreciated by one skilled in the art, aspects of the present invention may be embodied as a system, method or computer program product. Accordingly, aspects of the present invention may take the form of an entirely hardware embodiment, an entirely software embodiment (including firmware, resident software, micro-code, etc.) or an embodiment combining software and hardware aspects that may all generally be referred to herein as a "circuit," "module" or "system 100." Furthermore, aspects of the present invention may take the form of a computer program product embodied in one or more computer readable medium(s) having computer readable program code embodied thereon.

[0064] Any combination of one or more computer readable medium(s) may be utilized. The computer readable medium may be a computer readable signal medium or a computer readable storage medium. A computer readable storage medium may be, for example, but not limited to, an electronic, magnetic, optical, electromagnetic, infrared, or semiconductor system 100, apparatus, or device, or any suitable combination of the foregoing. More specific examples (a non-exhaustive list) of the computer readable storage medium would include the following: an electrical connection having one or more wires, a portable computer diskette, a hard disk, a random access memory (RAM), a read-only memory (ROM), an erasable programmable read-only memory (EPROM or Flash memory), an optical fiber, a portable compact disc read-only memory (CD-ROM), an optical storage device, a magnetic storage device, or any suitable combination of the foregoing. In the context of this document, a computer readable storage medium may be any tangible medium that can contain, or store a program for use by or in connection with an instruction execution system 100, apparatus, or device.

[0065] A computer readable signal medium may include a propagated data signal with computer readable program code embodied therein, for example, in baseband or as part of a carrier wave. Such a propagated signal may take any of a variety of forms, including, but not limited to, electro-magnetic, optical, or any suitable combination thereof. A computer readable signal medium may be any computer readable medium that is not a computer readable storage medium and that can communicate, propagate, or transport a program for use by or in connection with an instruction execution system 100, apparatus, or device.

[0066] Program code embodied on a computer readable medium may be transmitted using any appropriate medium, including but not limited to wireless, wireline, optical fiber cable, RF, etc., or any suitable combination of the foregoing.

[0067] Computer program code for carrying out operations for aspects of the present invention may be written in any combination of one or more programming languages, including an object oriented programming language such as Java, Smalltalk, C++ or the like and conventional procedural programming languages, such as the "C" programming language or similar programming languages, The program code may execute entirely on the user's computer, partly on the user's computer, as a stand-alone software package, partly on the user's computer and partly on a remote computer or entirely on the remote computer or server. In the latter scenario, the remote computer may be connected to the user's computer through any type of network, including a local area network (LAN) or a wide area network (WAN), or the connection may be made to an external computer (for example, through the Internet using an Internet Service Provider).

[0068] Aspects of the present invention are described with reference to flowchart illustrations and/or block diagrams of methods, apparatus (system 100s) and computer program products according to embodiments of the invention. It will be understood that each block of the flowchart illustrations and/or block diagrams, and combinations of blocks in the flowchart illustrations and/or block diagrams, can be implemented by computer program instructions. These computer program instructions may be provided to a processor of a general purpose computer, special purpose computer, or other programmable data processing apparatus to produce a machine, such that the instructions, which execute via the processor of the computer or other programmable data processing apparatus, create means for implementing the functions/acts specified in the flowchart and/or block diagram block or blocks.

[0069] These computer program instructions may also be stored in a computer readable medium that can direct a computer, other programmable data processing apparatus, or other devices to function in a particular manner, such that the instructions stored in the computer readable medium produce an article of manufacture including instructions which implement the function/act specified in the flowchart and/or block diagram block or blocks.

[0070] The computer program instructions may also be loaded onto a computer, other programmable data processing apparatus, or other devices to cause a series of operational steps to be performed on the computer, other programmable apparatus or other devices to produce a computer implemented process such that the instructions which execute on the computer or other programmable apparatus provide processes for implementing the functions/acts specified in the flowchart and/or block diagram block or blocks. [0071] This written description uses examples to describe the subject matter herein, including the best mode, and also to enable any person skilled in the art to make and use the subject matter. The patentable scope of the subject matter is defined by the claims, and may include other examples that occur to those skilled in the art. Such other examples are intended to be within the scope of the claims if they have structural elements that do not differ from the literal language of the claims, or if they include equivalent structural elements with insubstantial differences from the literal language of the claims.

Claims

CLAIMS What is claimed is:

1. A system for optimizing customer engagement, the system comprising:

an event management module that is configured for recording one or more activities performed by a customer and one or more events that occur externally;

a customer database configured for storing customer data; a rule engine coupled to the customer database and the event

management module, the rule engine configured for mapping

customer data to a set of actions based on a rule set;

a timeline execution module configured for generating at least one timeline for performing the set of actions in order to generate an adaptive customer engagement model; and

a communication module configured for communicating to a

customer one or more actions that are to be performed amongst the set of actions.

2. The system of claim 1, wherein the customer database comprises at least one of a customer segment database and a customer category database.

3. The system of claim 1, further comprises a scheduler module for scheduling at least one of the set of actions that are to be performed based on the timeline.

4. The system of claim 3, further comprises an adaptive treatment module configured for tracking one or more responses that are generated upon performing the set of actions.

5. The system of claim 4, wherein the timeline execution module is configured to modify the customer engagement model during execution based on the responses obtained by the adaptive treatment module.

6. The system of claim 1, wherein the rule engine is configured to select one of a plurality of variants within the customer engagement model based on the customer data obtained from the customer database.

7. The system of claim 1, wherein the communication module is configured to communicate to the customer via a personal communication device.

8. The system of claim 1, wherein the customer data includes geographic location data, regulatory compliance data, historical transaction data, customer activity data, event data, temporal data, and cross-sectional data.

9. The system of claim 1 , wherein the event comprises a customer interaction.

10. The system of claim 1, wherein the timeline comprises one or more phases, and wherein each phase comprises one or more milestones.

1 1. The system of claim 1 , further comprises a phase analyzer module and a state analyzer module.

12. A method for dynamically generating a customer engagement model, the method comprising:

recording a first set of inputs, the first set of inputs comprising one or activities performed by a customer and one or more events that occur externally; obtaining customer data;

mapping customer data to a set of actions based on a rule set;

generating at least one timeline for performing the set of actions in order to generate an adaptive customer engagement model; and

communicating one or more actions that are to be performed amongst the set of actions to the customer.

13. The method of claim 12, further comprising: tracking a second set of inputs, the second set of inputs comprising one or more responses that are generated upon performing the set of actions; and

modifying the customer engagement model during execution based on the second set of inputs so as to adaptively optimize the customer engagement model.

14. The method of claim 12, further comprising extracting customer data for a plurality of customers from at least one database; training analytical models to predict customer behavior, wherein the analytical models are trained using the customer data extracted from at least one database; gathering the customer interaction results; and retraining the analytic models to refine the customer behavior prediction, wherein the analytical models are re-trained using the customer data extracted from at least one database as well as the customer interaction results.

15. A machine-readable medium embodying instructions which, when executed by a computer-implemented system, cause the computer-implemented system to execute a method for dynamically generating a customer engagement model, the instructions comprising:

code for recording a first set of inputs, the first set of inputs comprising one or activities performed by a customer and one or more events that occur externally; code for obtaining customer data;

code for mapping customer data to a set of actions based on a rule set; code for generating a timeline for performing the set of actions in order to generate an adaptive customer engagement model; and

code for communicating one or more actions that are to be performed amongst the set of actions to the customer.

16. The machine-readable medium of claim 15, wherein the instructions comprises:

code for tracking a second set of inputs, the second set of inputs comprising one or more responses that are generated upon performing the set of actions; and code for modifying the customer engagement model during execution based on the second set of inputs so as to adaptively optimize the customer engagement model.

17. A method for optimizing customer engagement, the method comprising:

receiving inputs for generating an engagement model, the inputs

comprising at least one event concerning a customer;

obtaining a rule set for generating the engagement model, wherein

the rule set is based on at least one of a temporal attribute and a

cross sectional attribute of the customer; and

determining at least one action to be performed based on the inputs

and the rule set and thereby generating the engagement model

comprising the action and a timeline.

18. A method for optimizing customer engagement, the method comprising:

receiving one or more inputs for generating multiple engagement

models, the inputs comprising at least one event concerning a

customer;

obtaining multiple rue sets wherei each of the rule sets are based

on a cross sectional attribute of the customer; and

determining at least one action to be performed based on the inputs

and the rule sets for each engagement model.

19. The method of claim 18, wherein one of the inputs comprises an activity performed by the customer.