Replace brick-and-mortar and salespeople or agents with apps. The matter here is quite simple – you’d better know what rules you want to follow. By definition, people will no longer be in the loop to make things right with the customer.
Up-sell or cross-sell products and services. To make the right suggestions you’d better know your customer – deeply and at scale. In other words, you need integrated knowledge about them.
Satisfy regulators or compliance or business partners you’re doing things right. You’ll need to be able to trace equivalent rules through each and every channel. Giving your rules a good life can make all the difference in the world.
Something else you’ll want to do in digital is to differentiate your business products or services. You’ll naturally want customers and clients to perceive your business products as unique or special.
The cheapest way by far to ‘do different’ is not by via new storefronts or websites or channels but rather via true business rules. Think about it. Business rules don’t cost you anything except the time it takes to capture, deploy and manage them.
Read about the new knowledge paradigm: http://www.brcommunity.com/articles.php?id=b900