Dynamics of customer targeting change by the hour and ability of Telcos to quickly adapt to the nuances using flexible, yet robust campaigning mechanics will define Customer Centricity practices of modern-day marketing.
Customers go through various micro-moments of experience during their engagement with the Telco and it is important to track such journeys closely so as to latch on those moments before they are lost, also suggesting them right offers that can shape their future journeys. This can be achieved through a robust framework capable of monitoring and managing the entire customer journey.
Pelatro’s Stateless Journey Management Framework (JMF) and its Impact
Pelatro has implemented a stateless Journey Management Framework (JMF) that can simultaneously accommodate millions of state flows, each catering to tailored customer needs. This framework is inspired by the proven, classical instruction set and instruction queue-based computer architecture that is extremely robust, inherently stateless yet powerful enough to model all stateful computing needs.
Features
- Comprises of an instruction set with around a dozen symbols – states, connectors, branches, splits, asynchronous jumps and joins
- Instructions are modelled on CISC (Complex Instruction Set Computer) and take up sophisticated, complex yet well-detailed units of work
- A JMF processor fully implements the instruction set leveraging on the services of a Data Bus to fetch state data and Message Waiting Hall for capturing/relaying events
- The ‘Instruction Queue’ with the ‘Instruction Pointer’ at its head serves as the marker for the executable instruction
Modelling Business Logic and Flows in JMF
Business Logic and Flows, no matter how complex they are, are modelled using a simple GUI based state flow configuration engine. Campaign Managers can configure seemingly simple business flows such as “do-this-and-get-that” as well as innately complex flows with hundreds of symbols and connectors depicting a typical customer journey with branches, conditional logic, splits and regrouping including timers and waits for customer events in isolation or in combination.
In computability theory, a system of data-manipulation rules such as a computer’s instruction set, a programming language, or a cellular automaton is said to be Turing complete or computationally universal if it can be used to simulate any Turing Machine.
JMF is Turing Complete. Any structured business flow can be realized using JMF and this is well complemented with an easy to use GUI.
Instruction Execution starts with the first instruction on the queue and as part of its execution, further instructions may be added to the same queue. The queue itself is common whereas flows may be executed on behalf of different customers in line with their definitions. It is quite possible that adjacent instructions in the queue may belong to unrelated customers and could have landed there from distinct customer flows.
The Ease of Deploying JMF in Campaign Management Framework
JMF can be deployed using various schemes such as single execution unit with single instruction queue resembling an older generation computer, multiple execution units with single instruction queue or even multiple execution units with multiple instruction queues resembling a hyperthreaded, hyper core computer.
- The JMF is built using open scalable microservices model and deployed using mViva Containers
- The Instruction Set is extensible to support future business needs and is not constrained to any programming language. This effectively allows adding newer symbols encapsulating domain intelligence with higher levels of abstraction as and when needed
Pelatro’s Journey Management Framework scales out seamlessly to handle deep journeys involving several tens of decision-making points yielding hundreds of potential paths with their own tailored offer and communication constructs. It scales smoothly without a glitch handling around a 350 million+ concurrent journeys spanning over 60 million subscribers and nearly a billion symbols in one of our existing installations.
