Customer-obsessed firms sustain competitive advantage by delivering value and utility in their customers' moments of need. Real-time interaction management (RTIM) enables B2C marketers to meet customer expectations for such contextually relevant experiences. For the Forrester Wave™ evaluation of RTIM, we surveyed 43 customers and conducted interviews with 32 of them to understand their RTIM environments in greater detail. This report outlines key factors to consider when making RTIM investments.