Travel-related enterprises have been quick off-the-blocks. You may not distinguish Complex Event Processing (CEP) from older versions of Service Oriented Architecture (SOA); however, you are probably a beneficiary every time you buy a ticket or reserve accommodations. Complex Event Processing could leave your own business behind the competition. It is certainly a significant driver of future enterprise development. Customer service now beats tangible product features in many categories.

Information Technology experts like to distinguish Complex Event Processing from Service Oriented Architecture. This is to akin to splitting hairs for the general manager or a stock investor. What use is any hardware if it does not help to retain customer loyalty? Could cheap call centers abroad steal your stocks of potential revenues? Can corporations leverage information technology more fully for competitive advantages?

All business transactions may be seen as complex events. This is usually one of the first conclusions of a Services Management audit of the process element of a marketing mix. There is an unfortunate convention in most business circles that customer service is not the purpose of top management. Unknown numbers of interactive marketing transactions may contradict key strategies, without senior executives being aware of the lapses.

Neither automation of customer service, nor outsourcing of this vital function, is a core issue of the CEP/SOA debate. It is time for stock investors to question branding consistency and customer engagement levels. These are precursors of future stock fortunes.

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