CRM Events (Produced)

Events produced by the CRM service for downstream consumers.

Overview

The CRM service produces events to notify other services about profile changes, segment membership updates, and risk alerts.

Profile Events

`crm.profile.created`

Fired when a new CustomerProfile is created.

{
  type: "crm.profile.created",
  version: "1.0",
  timestamp: "2025-12-14T10:00:00Z",
  tenantId: "tenant_123",
  source: "crm",
  correlationId: "evt_incoming_123",
  payload: {
    id: "profile_uuid_789",
    email: "john@example.com",
    phoneNumber: "+27821234567",
    firstName: "John",
    lastName: "Smith",
    source: "scl.member.created",
    linkedIds: {
      sclMemberId: 5678,
      authUserId: "auth0|123"
    },
    createdAt: "2025-12-14T10:00:00Z"
  }
}

Consumers:

Messaging service (to create contact)
Analytics service (for tracking)

`crm.profile.updated`

Fired when profile is updated.

{
  type: "crm.profile.updated",
  version: "1.0",
  timestamp: "2025-12-14T10:00:00Z",
  tenantId: "tenant_123",
  source: "crm",
  payload: {
    id: "profile_uuid_789",
    changes: ["engagementScore", "churnRiskScore", "membershipTier"],
    engagementScore: 75,
    churnRiskScore: 15,
    membershipTier: "Gold",
    updatedAt: "2025-12-14T10:00:00Z"
  }
}

Consumers:

Messaging service (for dynamic content)
Dashboard/Reporting services

`crm.profile.merged`

Fired when two profiles are merged.

{
  type: "crm.profile.merged",
  version: "1.0",
  timestamp: "2025-12-14T10:00:00Z",
  tenantId: "tenant_123",
  source: "crm",
  payload: {
    winnerId: "profile_uuid_789",
    loserId: "profile_uuid_790",
    loserLinkedIds: {
      messagingContactId: "contact_456"
    },
    mergedFields: ["activities", "notes", "segmentMemberships"],
    mergedBy: "user_123",
    mergedAt: "2025-12-14T10:00:00Z"
  }
}

Consumers:

Messaging service (to update contact linkages)
Other services with linked records

`crm.profile.deleted`

Fired when profile is soft-deleted.

{
  type: "crm.profile.deleted",
  version: "1.0",
  timestamp: "2025-12-14T10:00:00Z",
  tenantId: "tenant_123",
  source: "crm",
  payload: {
    id: "profile_uuid_789",
    reason: "gdpr_request",
    deletedBy: "user_123",
    deletedAt: "2025-12-14T10:00:00Z"
  }
}

Consumers:

Messaging service (for GDPR compliance)
Analytics service

Segment Events

`crm.segment.membership.changed`

Fired when segment membership changes.

{
  type: "crm.segment.membership.changed",
  version: "1.0",
  timestamp: "2025-12-14T10:00:00Z",
  tenantId: "tenant_123",
  source: "crm",
  payload: {
    segmentId: "segment_123",
    segmentName: "High-Value Members",
    messagingSegmentId: "msg_segment_456",
    profileId: "profile_uuid_789",
    action: "JOINED",  // or "LEFT"
    reason: "engagementScore increased to 75",
    occurredAt: "2025-12-14T10:00:00Z"
  }
}

Consumers:

Messaging service (for real-time segment sync)
Journey triggers

Actions:

JOINED - Customer met segment criteria
LEFT - Customer no longer meets criteria

`crm.segment.refreshed`

Fired when a segment refresh completes.

{
  type: "crm.segment.refreshed",
  version: "1.0",
  timestamp: "2025-12-14T02:00:00Z",
  tenantId: "tenant_123",
  source: "crm",
  payload: {
    segmentId: "segment_123",
    segmentName: "High-Value Members",
    previousCount: 340,
    newCount: 345,
    added: 8,
    removed: 3,
    duration: 1250,  // ms
    refreshedAt: "2025-12-14T02:00:00Z"
  }
}

Consumers:

Monitoring/alerting
Messaging service (batch sync)

Engagement Events

`crm.engagement.score.changed`

Fired when engagement score crosses a threshold.

{
  type: "crm.engagement.score.changed",
  version: "1.0",
  timestamp: "2025-12-14T02:00:00Z",
  tenantId: "tenant_123",
  source: "crm",
  payload: {
    profileId: "profile_uuid_789",
    previousScore: 65,
    newScore: 72,
    threshold: 70,
    direction: "increased",
    factors: [
      "Recent booking activity",
      "Email engagement improved"
    ],
    calculatedAt: "2025-12-14T02:00:00Z"
  }
}

Consumers:

Marketing automation (trigger campaigns)
Notifications/alerts

Churn Risk Events

`crm.churn.risk.high`

Fired when customer's churn risk exceeds 70%.

{
  type: "crm.churn.risk.high",
  version: "1.0",
  timestamp: "2025-12-14T02:00:00Z",
  tenantId: "tenant_123",
  source: "crm",
  payload: {
    profileId: "profile_uuid_789",
    customerName: "John Smith",
    email: "john@example.com",
    churnRiskScore: 75,
    previousScore: 55,
    riskFactors: [
      "No activity in 30 days",
      "Payment failed last month",
      "Engagement score dropped 25%"
    ],
    detectedAt: "2025-12-14T02:00:00Z"
  }
}

Consumers:

Retention campaigns (auto-trigger)
Staff notifications
Dashboard alerts

`crm.churn.risk.critical`

Fired when customer's churn risk exceeds 90%.

{
  type: "crm.churn.risk.critical",
  version: "1.0",
  timestamp: "2025-12-14T02:00:00Z",
  tenantId: "tenant_123",
  source: "crm",
  payload: {
    profileId: "profile_uuid_789",
    customerName: "John Smith",
    email: "john@example.com",
    churnRiskScore: 92,
    membershipTier: "Gold",
    lifetimeValue: 500000,
    riskFactors: [
      "No activity in 60 days",
      "Membership expiring in 10 days",
      "Multiple payment failures"
    ],
    suggestedActions: [
      "Personal outreach from account manager",
      "Offer renewal discount"
    ],
    detectedAt: "2025-12-14T02:00:00Z"
  }
}

Consumers:

Urgent staff notifications
Escalation workflows
High-value retention campaigns

Campaign Events

`crm.campaign.executed`

Fired when a campaign is executed.

{
  type: "crm.campaign.executed",
  version: "1.0",
  timestamp: "2025-12-14T09:00:00Z",
  tenantId: "tenant_123",
  source: "crm",
  payload: {
    campaignId: "campaign_123",
    campaignName: "December Newsletter",
    segmentId: "segment_456",
    targetCount: 500,
    executedAt: "2025-12-14T09:00:00Z"
  }
}

`crm.journey.enrollment`

Fired when a customer is enrolled in a journey.

{
  type: "crm.journey.enrollment",
  version: "1.0",
  timestamp: "2025-12-14T10:00:00Z",
  tenantId: "tenant_123",
  source: "crm",
  payload: {
    journeyId: "journey_123",
    journeyName: "New Member Onboarding",
    enrollmentId: "enrollment_456",
    profileId: "profile_uuid_789",
    trigger: "scl.member.created",
    enrolledAt: "2025-12-14T10:00:00Z"
  }
}

Event Summary

Event Type	Trigger
`crm.profile.created`	New profile created
`crm.profile.updated`	Profile fields changed
`crm.profile.merged`	Two profiles merged
`crm.profile.deleted`	Profile soft-deleted
`crm.segment.membership.changed`	Customer joins/leaves segment
`crm.segment.refreshed`	Segment recalculation complete
`crm.engagement.score.changed`	Score threshold crossed
`crm.churn.risk.high`	Churn risk > 70
`crm.churn.risk.critical`	Churn risk > 90
`crm.campaign.executed`	Campaign sent
`crm.journey.enrollment`	Customer enrolled in journey

Overview​

Profile Events​

crm.profile.created​

crm.profile.updated​

crm.profile.merged​

crm.profile.deleted​

Segment Events​

crm.segment.membership.changed​

crm.segment.refreshed​

Engagement Events​

crm.engagement.score.changed​

Churn Risk Events​

crm.churn.risk.high​

crm.churn.risk.critical​

Campaign Events​

crm.campaign.executed​

crm.journey.enrollment​

Event Summary​

Related Documents​

Overview

Profile Events

`crm.profile.created`

`crm.profile.updated`

`crm.profile.merged`

`crm.profile.deleted`

Segment Events

`crm.segment.membership.changed`

`crm.segment.refreshed`

Engagement Events

`crm.engagement.score.changed`

Churn Risk Events

`crm.churn.risk.high`

`crm.churn.risk.critical`

Campaign Events

`crm.campaign.executed`

`crm.journey.enrollment`

Event Summary

Related Documents