Summary
Firms that deliver contextually relevant customer experiences create unique competitive advantage. Customer insights (CI) professionals must therefore leverage their enterprise marketing technology investments to enable customer obsession based on context. For the Forrester Wave™ evaluation of real-time interaction management (RTIM), we surveyed 74 customers and conducted qualitative interviews with 30 of them to understand their technology environments in greater detail. This report outlines key factors to consider when making RTIM investments.
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