Summary
Real-time interaction management (RTIM) enables firms to deliver contextually relevant experiences, value, and utility at the appropriate moment in the customer lifecycle. Financial services marketers can leverage RTIM to evolve their next best experience (NBX) capabilities, but first, they will need to master integration and usability across five dimensions: customer recognition, contextual understanding, decision arbitration, experience orchestration, and measurement and optimization. In this report, we identify the primary requirements to excel at each of these dimensions. We also provide RTIM best-practice advice from leading financial services firms to further guide your efforts.
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