Abstract: A method to provide a unified and integrated view of the SMS Interaction history with other channel messages (irrespective of the Interaction channel) based on Case ID (Case Identifier) in a CRM application. The method parses the incoming SMS message text for the Case Identifier. The Interaction Thread belonging to the same Case ID is retrieved from the CRM application database and the incoming SMS message is added to that Interaction Thread. The whole interaction history pertaining to the same Case ID is displayed on the CRM application user interface at one place along with latest received massage via SMS along with various other channels of communication in order to enable proper management of the customer interaction. In case there is no Interaction Thread having same Case ID, a new Interaction Thread is created and all subsequent messages are threaded to the new Interaction Thread.

Abstract: A method to generate and transmit appropriate Actions for different customers based on their response to a marketing Campaign in a CRM application includes receiving a communication event (via SMS message, email message, instant message and the like) from the customer with Internal ID (internal identifier) embedded inside the content of the communication event, searching for the Internal ID inside the communication event, extracting keyword and substring from the searched Internal ID, threading communication event to corresponding pre-existing Interaction Thread same Interaction ID wherein a new Interaction Thread is started, for which there is no pre-existing Interaction Thread with same Interaction ID, identifying Event ID, Interaction ID and Campaign Step Code from the keyword and the substring, linking interaction to identified Campaign Step with respect to which the customer has sent the communication event, generating appropriate reply action based on the campaign step, transmitting action to the custom