Real-time interaction management is quickly emerging as one of the top trends in marketing technology. Considering that the expectations from customers on advances in data-driven technologies are ever-increasing, RTIM is now a priority to any ambitious enterprise in 2019.
Business colleges should encourage their students to explore and innovate new RTIM techniques that will shape the future of business for companies and organizations. This article will provide the basics of RTIM, however, if one is stuck with a research paper or assignment on RTIM or any other business management related paper, he or she can save time by getting assistance from this website.
What is Real-time interaction management?
(RTIM) or Real-time interaction management is defined as enterprise marketing technology that delivers experiences that are contextual and relevant to provide value and utility in the customer lifecycle or in layman’s language. It is just the capability to provide immediate responses for any customer and organization interaction.
So how do marketers exploit these technologies to get ahead of their competition? Let us explore the different strategies to use in applying RTIM to communicate with customers to influence their choices for the products to purchase. The main application of RTIM today is mainly in the creation of relevant responses and queries during customer interaction. The customer interaction can be of many types, e.g.
- Detection of a customer event like profile registration or entering a store of a site and extensively browsing a specific product section.
- Contact the customer care representative.
- Making an online purchase or even failing to make an online purchase (cart abandonment)
Customers always expect companies to deliver the right message, at the right time and in the right channel. Organizations, therefore, have to go the extra mile to develop strategies that will help them to contextualize their communication to the consumers
The following practices are necessary for the successful integration of RTIM in businesses.
Unique identification of customers across all channels of communication
Customer experience is greatly improved across devices with identity management. Customer identification is the first vital thing to pay attention to in brand development.
Integrating data sources that can provide context
To successfully interact in real-time, you require integration of data sets that could help provide appropriate context. A good example is a website that acquires data regarding the weather could help the beverage to display depending on whether it is hot or cold.
Delivering personalized experiences across all channels
The offers o communication relayed to a client should be personalized to the specific customer. For example, if a company knows that a particular customer buys a certain sports jersey each season, the email to the customer should be able to offer a discount on other sportswear relative to that jersey.
Once a company has identified and associated the information across the channels they can tie it back to a profile and use predictive analysis to determine in advance what they think a customer is going to want and send relevant communication to the customer.
With mobile phones as the leading digital channel, companies can increase sales and conversion opportunities by using real-time personalized messaging, offers, and promotions.
Companies who successfully manage and execute customer experience strategies like the use of RTIM reap enormous rewards. They increase their revenue, provide greater satisfaction to customers bringing them stronger customer relationships, and are rewarded with loyalty by their consumers.
Nicola Holder 