Real-Time Interaction Management
Forrester defines RTIM as Enterprise marketing technology that delivers contextually relevant experiences, value, and utility at the appropriate moment in the customer life cycle via preferred customer touchpoints.
Real-Time Interaction Management (RTIM) Best Practices
Total Real-Time Integration Across all Channels:
The most crucial requirement is that integration is done across all touchpoints for the customer. Brands can attain success at RTIM only when this is in line.
Integration into Data Sources that Can Provide Context:
Successful real-time interactions require integration with data sets that could be external to a brand but help inform context.
Deliver Personalized Experiences Across Channels:
The ability to integrate RTIM across channels like email, SMS, and mobile inbox is a good starting point but requires that the opt-in state for each of those channels is communicated and respected through your system. However, if the RTIM system observes that the customer has broken a geo-fence at a specific store, and the brand’s offer management system is inventory-aware, the brand can send an offer that’s very unique or specific to the customer at that moment at that time.
Omnichannel personalization is a crucial element of real-time interaction management as it is vital to tailor experiences to each users’ behavior, affinity and context.