There are obvious benefits in making business policies/rules explicit and easily changed via accompanying quick-change processes. The apparent benefits revolve around faster reaction to competitors and markets, as well as quick response to management and collaborative tuning. There are more subtle opportunities to get ahead of the game and anticipate customer demand, thus creating the ability to generate incremental revenue streams that play off of increased demands. Customers may also be enabled to make changes to their individual processes as they interact with an organization. CRM efforts are struggling to have a differentiating customer experience. BPM with explicit rules will allow this experience to evolve and become individualized.