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CRM Service Gap Analysis & SWOT

Date: December 2024 Scope: Implementation vs Specification Assessment

Executive Summary​

The CRM service implementation has achieved significant progress across all 8 phases defined in the specification. Core functionality is complete for Phases 1-5, 6, and 8, with Phase 7 (Backfill) remaining as a one-time migration task. The architecture follows the spec with minor deviations that improve maintainability.

Phase-by-Phase Gap Analysis​

Phase 1: Foundation - COMPLETE​

Spec RequirementStatusNotes
CustomerProfile modelDoneAll fields implemented per spec
IdentityAlias modelDoneSupports EMAIL, PHONE, AUTH_USER_ID
Identity Resolution serviceDoneMulti-key resolution with confidence scoring
Basic CRUD APIDoneFull REST endpoints
Multi-tenant isolationDonetenantId on all models

Gaps: None identified

Phase 2: Event Integration - COMPLETE​

Spec RequirementStatusNotes
BullMQ event consumersDonecrm-events.consumer.ts
SCL event handlersDoneMember, tier, payment events
TeeTime event handlersDonePlayer, booking events
Messaging event handlersDoneContact, consent sync
SyncLog idempotencyDoneDeduplication via sourceEventId

Gaps: None identified

Phase 3: Timeline & Notes - COMPLETE​

Spec RequirementStatusNotes
Activity modelDoneAll categories supported
Activity recordingDoneFrom events + manual
CustomerNote modelDoneTypes, pinning, privacy
Notes APIDoneFull CRUD

Gaps: None identified

Phase 4: Marketing Core - COMPLETE​

Spec RequirementStatusNotes
CustomerSegment modelDoneSTATIC, DYNAMIC, SMART, IMPORT types
Segment rules/criteriaDoneRich JSON criteria
Segment membershipDoneWith sync tracking
Segment sync to MessagingDoneSegmentSyncService + worker
Campaign modelDoneONE_TIME, RECURRING, TRIGGERED, JOURNEY
Campaign executionDoneBullMQ worker with scheduling
CampaignInteraction trackingDoneAll interaction types
SegmentRuleTemplateDoneReusable segment templates

Gaps: None identified

Phase 5: Marketing Automation - COMPLETE​

Spec RequirementStatusNotes
Journey modelDoneDRAFT, ACTIVE, PAUSED, ARCHIVED
JourneyStep modelDoneSEND, WAIT, CONDITION, UPDATE, END
JourneyEnrollment modelDoneFull lifecycle tracking
Journey CRUD APIDone14 endpoints
Trigger typesDoneMANUAL, SEGMENT_ENTRY, EVENT
Step execution engineDoneJourneyEngineService
Wait step cronDoneEvery-minute processing
Condition evaluationDone9 operators, AND/OR combinators
Event triggersDoneJourneyTriggerService
Re-entry controlDoneallowReentry + reentryWaitDays
Spec RequirementStatusNotes
SPLIT step (A/B testing)DoneWeighted variant assignment with database tracking

SPLIT Step Implementation:

  • Added SPLIT to JourneyStepType enum
  • SplitStepConfig with variants (name, weight, nextStepId)
  • executeSplitStep method with weighted random selection
  • variantAssignment field tracks customer assignments
  • 10 comprehensive tests including weight distribution validation

Phase 6: Social Integration - COMPLETE​

Spec RequirementStatusNotes
SocialConnection modelDoneFB, IG, Twitter
Token encryption (AES-256)DoneTokenEncryptionService
OAuth flowDoneSocialConnectionService
SocialPost modelDoneFull lifecycle
Post schedulingDoneBullMQ delayed jobs
Facebook publishingDoneFacebookApiClient
Instagram publishingDoneInstagramApiClient
Twitter publishingDoneTwitterApiClient
EventPromotion modelDoneAuto-promotion support
Engagement syncDoneSocialEngagementSyncWorker
Rate limit handlingDoneTracked per connection
Spec RequirementStatusNotes
OAuth callback endpointsDonePOST /v1/social/connections/callback + GET auth/:platform
Content calendar UINot BackendFrontend concern

Gaps: None identified - all endpoints implemented.

Phase 7: Historical Backfill - NOT STARTED​

Spec RequirementStatusNotes
MCA v1 ZA export scriptNot DoneOne-time migration
MCA v1 UK export scriptNot DoneOne-time migration
Transformation scriptsNot DoneSchema mapping
ImportServiceNot DoneBatch import with identity resolution
Reconciliation toolsNot DoneVerification scripts

Gap Details:

  • This is a one-time migration task. The ImportService pattern is defined but not implemented. This phase is intentionally deferred as it depends on MCA v1 database access and migration timing.

Phase 8: Intelligence - COMPLETE​

Spec RequirementStatusNotes
Engagement scoringDoneEngagementScoringService
Churn risk scoringDoneIntegrated with engagement
Score factorsDoneRecency, frequency, monetary, breadth, depth
Batch scoring workerDoneEngagementScoringWorker
Score update eventsDoneCRM events emitted
CustomerAtRisk alertsDoneHigh churn detection

Gaps: None identified

Consolidated Gap Summary​

GapPhasePriorityEffortImpact
A/B Testing (SPLIT step)5P2MediumIMPLEMENTED
Backfill scripts7P2HighRequired for MCA v1 migration
LinkedIn integration6P3MediumSpec mentions future support

SWOT Analysis​

Strengths​

  1. Complete Core Architecture

    • All foundational services implemented (Identity Resolution, Activity Timeline, Segments)
    • Clean separation between CRM services and backend API
    • Follows NestJS best practices with proper DI

  2. Robust Event System

    • Comprehensive CRM event catalog (30+ event types)
    • BullMQ workers for async processing
    • Idempotent event handling via SyncLog

  3. Flexible Segmentation

    • Rich criteria support with JSON rules
    • Multiple segment types (STATIC, DYNAMIC, SMART, IMPORT)
    • Automated sync to Messaging service

  4. Full Journey Builder

    • 5 step types cover most marketing automation needs
    • Wait step processing via cron is efficient
    • Event-driven enrollment with trigger matching
    • Comprehensive condition evaluation (9 operators)

  5. Social Integration Depth

    • All 3 major platforms supported (FB, IG, Twitter)
    • Secure token storage with AES-256 encryption
    • Engagement metrics sync
    • Event promotion automation

  6. Test Coverage

    • Unit tests for core services
    • Test helpers and fixtures
    • 543 tests passing across 19 test suites

  7. Complete Marketing Automation

    • All 6 step types implemented (SEND, WAIT, CONDITION, UPDATE, SPLIT, END)
    • A/B testing with weighted variant assignment
    • Comprehensive journey orchestration

  8. AI-Powered Segment Builder

    • Natural language to segment criteria conversion
    • 41 CustomerProfile fields with type-aware validation
    • Date placeholder system for relative dates
    • Fuzzy field suggestions via Levenshtein distance
    • Preview count with Prisma query generation

Weaknesses​

  1. Backfill Not Ready

    • MCA v1 migration scripts not written
    • ImportService not implemented
    • Blocks historical data availability

  2. Limited GraphQL

    • Spec mentions GraphQL API but only REST implemented
    • May limit frontend flexibility

  3. Controller Tests

    • Service-level tests exist but controller integration tests are sparse
    • May miss API contract issues

  4. Documentation Gaps

    • API reference docs may not match actual implementation
    • Swagger annotations exist but may be incomplete

Opportunities​

  1. A/B Testing Enhancement - ✅ IMPLEMENTED

    • SPLIT step implemented with weighted variant assignment
    • variantAssignment tracked per enrollment step for analytics

  2. ML-Powered Segments - SPEC COMPLETE ✅

    • ML Scoring specification created: spec/ml-scoring.md
    • 16 sections covering:
      • Feature engineering (30+ customer features)
      • 4 model types: ChurnClassifier, EngagementRegressor, LTVRegressor, CustomerCluster
      • Training infrastructure with BullMQ + model registry
      • SMART segment integration (threshold, percentile, cluster-based)
      • Privacy/POPIA compliance with bias detection
      • Cost optimization by tenant size
      • Cold start handling for new tenants/customers
      • MLOps CI/CD with rollback procedures
    • 12-week implementation plan with phased rollout

  3. AI Marketing Automation - SPEC COMPLETE ✅

    • AI Marketing Automation spec created: spec/ai-marketing-automation.md
    • 17 sections covering:
      • LLM content generation (email subjects, body, SMS, social, push)
      • Send Time Optimization (ML-predicted best send times per customer)
      • Natural Language Segment Builder ("Find golfers who..." → rules)
      • Journey Optimization (auto-tune based on performance)
      • Personalization Engine (dynamic content, recommendations)
      • Churn Intervention AI (recommended actions for at-risk customers)
      • Privacy & Data Handling (PII exclusion, POPIA/GDPR consent)
      • Security & Prompt Safety (injection prevention, output sanitization)
      • Audit & Explainability (AIDecisionLog, GDPR Art. 22 API)
      • Error Handling & Fallbacks (circuit breaker, graceful degradation)
      • Human-in-the-Loop Workflows (content approval, intervention approval)
      • AI Quality Metrics & Monitoring (AI vs human comparison, cost alerting)
      • Tenant-Level AI Configuration (feature toggles, tier presets)
    • 12-week implementation plan
    • Est. cost: ~$2.50/tenant/month for AI features (Economy to Premium tiers)

    AI Segment Builder - IMPLEMENTED ✅

    • Natural Language Segment Builder fully implemented
    • POST /v1/ai/segments/build - Convert natural language to criteria
    • POST /v1/ai/segments/refine - Refine existing criteria
    • POST /v1/ai/segments/preview - Preview match count
    • GET /v1/ai/segments/fields - Get available fields
    • 41 CustomerProfile fields in FIELD_REGISTRY
    • Date placeholder normalization ({{30_DAYS_AGO}}, {{START_OF_YEAR}}, etc.)
    • Zod schema validation + field validation with fuzzy suggestions
    • OpenAI gpt-4o-mini integration with configurable model options
    • 84 comprehensive tests covering service, validator, and prompt builder

  4. Advanced Analytics

    • Journey funnel visualization data available
    • Could add per-step conversion metrics

  5. LinkedIn Integration

    • Spec mentions as future platform
    • Would expand social reach for B2B clubs

  6. Real-time Dashboard

    • Event system supports WebSocket updates
    • Could add live engagement monitoring

  7. Content Calendar

    • Backend supports scheduling
    • Frontend calendar would improve UX

Threats​

  1. Platform API Changes

    • Facebook/Instagram/Twitter APIs evolve
    • Token refresh logic may need updates
    • Rate limits may become more restrictive

  2. Scale Concerns

    • Wait step cron processes 100 enrollments per minute
    • May need partitioning for high-volume tenants

  3. Data Privacy Regulations

    • GDPR/POPIA compliance requires careful consent handling
    • Messaging owns consent but CRM denormalizes - sync must stay current

  4. Integration Complexity

    • Depends on SCL, TeeTime, Messaging services
    • Event schema changes require coordination

  5. Token Security

    • Social tokens are high-value targets
    • Encryption key rotation not documented

Recommendations​

Immediate (P1)​

  1. Verify OAuth Callbacks - ✅ COMPLETE - OAuth endpoints verified (GET /auth/:platform, POST /callback)
  2. Add Controller Tests - Cover critical API paths

Short-term (P2)​

  1. Implement SPLIT Step - ✅ COMPLETE - A/B testing enabled with weighted variants + deterministic mode
  2. Prepare Backfill Scripts - Ready for MCA v1 migration window
  3. Document API Changes - Update spec to match implementation
  4. ML Scoring Spec - ✅ COMPLETE - See spec/ml-scoring.md

Medium-term (P3)​

  1. Add LinkedIn Support - Extend social integration
  2. ML Scoring Implementation - Implement per spec/ml-scoring.md
  3. GraphQL Layer - Add GraphQL API per spec

Metrics Summary​

MetricValue
Phases Complete7/8 (Phase 7 deferred)
Prisma Models18
Services Implemented20+
API Endpoints50+
Test Suites19
Tests Passing543
Events Defined30+
Step Types6/6 (COMPLETE)
Social Platforms3
AI Features1 (Segment Builder)

Conclusion​

The CRM service implementation is production-ready for core functionality. All Phase 5 journey step types are now complete including A/B testing (SPLIT step). The remaining gap (backfill scripts) is a one-time migration task. The architecture is sound and extensible, following the spec's vision of a unified customer intelligence platform.

Recommendation: Proceed with deployment. Phase 7 backfill can be scheduled when MCA v1 migration window is confirmed.