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Custom Process triggered in Business rules, but not updated in Contact record

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We have a strange issue that just happened recently.

I'm trying to update Country for a new consumer which is created from TechMail Source.

by using Business rules, I have triggered the CPM under contact object.

For one contact, the

country is not updating, but the business rules got triggered. Is there anything I missed to add or check?

This is an odd problem. I'm hoping that someone can just give me a push in the right direction of what I should even look at.

Content (required):

Version (include the version you are using, if applicable):

Version 1.3

Code Snippet (add any code snippets that support your topic, if applicable):

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