It strikes me that many companies who think they have either a unique process or a lot of process variations actually do not - they have a standard set of activities that must be assembled dynamically based on the circumstances, customer etc. This leads to a rules-first approach to defining the process and much simpler processes. This is particularly useful when you start considering case management processes where using the rules to determine what state the case has reached and what, therefore, is the right next step is a clearly better approach.
The power of Decision Management in this kind of scenario is threefold.
Firstly it focuses on the decisions themselves - what decisions matter to the customer interaction. This ensures that the data being collected and used is that which will make a difference. Beginning with the decision in mind in this way focuses analytics and data gathering.
Secondly it allows the decision to be made consistently across channels so that customers get the same service from the agent at the gate, the call center, the service center or the kiosk. Operational BI assumes there is a person to make the decision and so cannot deliver this true cross-channel consistency.
Thirdly, Decision Management recognizes that policies and regulations matter as much, sometimes more, than data. Presenting the data and even its analysis to someone who then fails to follow procedure is not helpful. Decision Management combines the policy aspects of a decision with the analytic aspects in a way Operational BI does not.
Let’s start by recapping decisions services. Decision services are services, generally stateless ones, that answer business questions for other services. Decision Services typically have no side effects so they can be called whenever they are needed without the caller worrying that something will change in the system. This means that database updates, event generation or other actions taken as a result of the decision are taken by the caller not by the Decision Service. This is not 100% true but works as a general rule. To work, Decision Services need to contain all the logic and algorithms necessary to make the decision correctly.
Substitute a standard web services interface for a speaking tube, a business rules management system for his encyclopedic knowledge of policies and regulations, data mining or predictive analytics for his customer knowledge and adaptive control for his experimentation and you have Decision Management. The Answerer but on an industrial scale.