Real-Time Interaction Management (RTIM) Software leverages customer data combined with most recent customer behavior to generate personalized, 1:1 marketing messages and offers in real-time. Essential to this is a business rules engine, and decision analytics relying on big data.
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Real-time interaction management (RTIM) software delivers instantaneously responsive, personalized, and contextually relevant marketing messages to users across digital devices.
Real-time interaction management software is a real-time decision engine that supports five major functions:
Customer Recognition and Segmentation – Understanding customer behavior and affinities and enabling businesses to segment customer groups based on these characteristics.
Contextual Understanding – Aligning communications with the context of user interactions. What led to the interaction? What device are they using? What environment are they in?
Decision Making (next-best-experience scoring) / Customized Offerings – Providing personalized offers, recommendations, messaging, and incentives to encourage conversions.
Orchestration – Delivering a consistent and integrated experience across digital channels and devices.
Analytics and Optimization – Real-time data capture to support real-time interaction analytics that is required to engage with the customer in real-time. This data is also used to test different customer experiences to optimize customer interactions.
Predictive modeling, AI, and Machine Learning have powered new advances in RTIM.
RTIM is part of Customer Experience Management Software and Intelligent Engagement Platforms (IEP) Software.
Real-time Interaction Management software and Customer Journey Orchestration (CJO) software complement each other. RTIM is often considered part of CJO. RTIM focuses on in-the-moment decision-making to create the most effective customer interactions while CJO attempts to understand and orchestrate an optimal customer experience across all digital touchpoints over the long term.
Most RTIM platforms will include the following capabilities:
Full integration across all channels in real-time
Customer identification across all channels
Context management
Enriched customer 360 data
Decision engine – next-best-experience scoring
Offer management engine
Personalization engine
Analytics
Scalability
Consider the following when purchasing real-time interaction management software:
Integration/Scope: RTIM software is a valuable tool that is most effective when integrated with your customer experience, customer journey, and intelligent engagement platforms. Its functions are often included within those broader product offerings. Evaluate the synergies of those products in how they best address your business needs.
RTIM can be deployed in the cloud or on-premises.
Most vendors require a quote for their real-time interaction management software. Some products start at $97 a month for basic entry-level features with enterprise offerings beginning at a few hundred dollars a month.
RTIM software captures what customers are doing in real-time and responds in the most effective manner. This benefits businesses in several ways:
These are some of the popular real-time interaction management software products: