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Business Rules Vacation Ownership

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Business Rules Vacation Ownership

  1. 1. Breaking Free Applications of Rules Engines to the Vacation Ownership Market
  2. 2. It’s More What You'd Call “Guidelines&quot; Than Actual Rules… <ul><li>Current State: </li></ul><ul><ul><li>Manual, Excel-driven processes. </li></ul></ul><ul><ul><li>Most rules are either contained in business analysts’ heads or deep within a system. </li></ul></ul><ul><ul><li>Change is frequent and unpredictable in its impact. </li></ul></ul><ul><ul><li>Processes and workflows are poorly documented, if at all. </li></ul></ul><ul><ul><li>Cycle time for changes involving IT increases exponentially. </li></ul></ul>
  3. 3. Why a Rules Engine, Cousin? <ul><li>A rules engine completely separates the rules from the underlying application. </li></ul><ul><li>With the right tooling, the end user can make changes to rules for what-if scenarios or production rule changes without involving IT. </li></ul><ul><li>A rules engine allows the analyst to specify what behavior you want to happen in response to stimulus, rather than how a system should go about solving the problem. </li></ul>
  4. 4. Let Me Count the Ways… <ul><li>Some areas that could benefit from a business rules approach: </li></ul><ul><ul><li>Maintenance and Tax Assessment </li></ul></ul><ul><ul><li>E-mail and Print Material Campaigns </li></ul></ul><ul><ul><li>Owner / Exchanger Reservations Rules </li></ul></ul><ul><ul><li>OPC / Marketing Incentive Compensation </li></ul></ul><ul><ul><li>Mortgage Portfolio Securitization </li></ul></ul><ul><ul><li>Room Inventory Allocation Optimization </li></ul></ul><ul><ul><li>Room Auto-Placement </li></ul></ul><ul><ul><li>Contract Processing Wizard </li></ul></ul>
  5. 5. The Tax Man Cometh! Maintenance and Tax Assessment <ul><li>Assessment can vary by: </li></ul><ul><ul><li>Unit Type </li></ul></ul><ul><ul><li>Season </li></ul></ul><ul><ul><li>Product Type (Points, Fixed, Float, Fractional) </li></ul></ul><ul><ul><li>Purchase Date </li></ul></ul><ul><ul><li>Contract Status </li></ul></ul><ul><ul><li>Multi-Fraction Ownership </li></ul></ul><ul><ul><li>Biennial / Triennial Ownership </li></ul></ul><ul><ul><li>Purchase Property </li></ul></ul><ul><li>Each of these can vary jointly or independently </li></ul><ul><li>At the end of the day, want simple contract A/R entries generated </li></ul><ul><li>What-if scenarios can optimize price points for club memberships, etc. </li></ul><ul><li>Can change annually (by law) or ad-hoc </li></ul>
  6. 6. Reach Out and Touch Someone… Marketing and Owner Mail Campaigns <ul><li>Many CRM systems don’t support sufficient granularity or are out of the price range of many vacation ownership companies. </li></ul><ul><li>Want to e-mail or print mail leads and owners based on: </li></ul><ul><ul><li>Events (Tour, Stay, Reservation) </li></ul></ul><ul><ul><li>Status (Suspect, Prospect, Lead, Owner, Tour No Buy) </li></ul></ul><ul><ul><li>Marketing Source </li></ul></ul><ul><ul><li>Time-based parameters (time since last stay, etc.) </li></ul></ul><ul><ul><li>Product (Incentives purchased, reservations types) </li></ul></ul><ul><li>By definition, highly variable and opportunistic. </li></ul><ul><li>Also requires high visibility into the process – why did we send lead 10201 a welcome packet on the 16 th ? </li></ul>
  7. 7. You Understand Taking the Reservation… Club Reservations Rules <ul><li>Almost none of the commercial off-the-shelf reservations systems understand vacation ownership rules. </li></ul><ul><li>Inventory may or may not be visible to a caller based on: </li></ul><ul><ul><li>Type (Owner, Renter, Marketing stay, Exchanger) </li></ul></ul><ul><ul><li>Ownership (Fixed, Float, Club) </li></ul></ul><ul><ul><li>Time (13 months out, 10 months out, 90 days out) </li></ul></ul><ul><li>These rules ARE the product. Do you want them embedded in the reservations system? </li></ul>
  8. 8. Cross My Palm With Silver… Marketing and Sales Incentive Compensation <ul><li>Incentive compensation is an increasingly pervasive strategy not just in sales, but also in marketing </li></ul><ul><ul><li>OPCs (pay per tour, vs. budget, with location hardship bonuses, SPIFs, ticket sales, etc.) </li></ul></ul><ul><ul><li>Telemarketers (Per confirmed booking, per referral, vs. budget, etc.) </li></ul></ul><ul><li>Over 85% of businesses use Excel to manage their incentive compensation plans. </li></ul><ul><li>Rules are normally kept in the marketing accounting executive’s head. </li></ul><ul><li>No governance / compliance safeguards </li></ul>
  9. 9. Me Holds Are Burstin' With Swag… Mortgage Portfolio Management <ul><li>Selection of the mortgages to be securitized is a highly rules-driven process. </li></ul><ul><ul><li>Risk profile of borrower (FICO score) </li></ul></ul><ul><ul><li>Payment history on loan </li></ul></ul><ul><ul><li>Purchase date </li></ul></ul><ul><ul><li>Contract status </li></ul></ul><ul><ul><li>Current portfolio performance </li></ul></ul><ul><ul><li>Static Pool Analysis </li></ul></ul><ul><li>May change based on interest rate fluctuations and other market-driven conditions </li></ul>
  10. 10. You Want How Many? Room Inventory Allocations <ul><li>Optimizing allocations is a highly statistically driven science, not just rules-based. </li></ul><ul><li>Requires stochastic modeling techniques to understand not only the historical trends but the probability that those trends will recur. </li></ul><ul><li>Allocations optimization is very much like a traditional product mix optimization project. </li></ul><ul><li>Proper mathematical modeling will not only tell what the ideal mix of marketing / rental / wholesale rooms is, it will highlight the marginal cost of moving a room from one bucket to another. </li></ul>
  11. 11. Go To Your Room! Room Utilization Optimization <ul><li>Mapping of inventory allocation buckets to physical rooms can be a highly manual process. </li></ul><ul><li>Place reservations based on: </li></ul><ul><ul><li>Owner entitlements (fixed vs. float) </li></ul></ul><ul><ul><li>Length of Stay </li></ul></ul><ul><ul><li>Rate code and view code </li></ul></ul><ul><ul><li>Restrictions (handicapped, floor preference) </li></ul></ul><ul><ul><li>Customer loyalty programs </li></ul></ul><ul><li>Critical aspect of managing yield, optimizing usage, and minimizing breakage. </li></ul>
  12. 12. Excuse me, I believe you have my stapler... Contract Processing Wizard <ul><li>Contract generation is a deterministic, interview-driven process composed of: </li></ul><ul><ul><li>Lead information </li></ul></ul><ul><ul><li>Tour information </li></ul></ul><ul><ul><li>Product information </li></ul></ul><ul><ul><li>Closing cost rules </li></ul></ul><ul><ul><li>Financing options </li></ul></ul><ul><ul><li>Optional products </li></ul></ul><ul><ul><li>State disclosures </li></ul></ul><ul><li>Rules need to be highly visible and flexible for compliance purposes. </li></ul>
  13. 13. Please, Sir, I want more! Additional Resources <ul><li>http://www.ilog.com </li></ul><ul><li>http://www.jboss.com/products/rules </li></ul><ul><li>http://www.brcommunity.org </li></ul>

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