2020 has required brands to have a deeper understanding of customers’ individual circumstances and a heightened sense of empathy in their customer interactions. Real-time interaction management (RTIM) is a critical component in helping brands create personalised experiences across all points of interaction. SAS has just been named a leader in The Forrester Wave™: Real-Time Interaction Management, Q4 2020 for SAS Customer Intelligence 360.
In the report, Forrester says that users are “demanding – and leading vendors are delivering – even more sophisticated solutions that automate and optimise CX with real-time decisioning based on enriched data sets, experience-focused artificial intelligence (AI) that incorporates empathy and ethical best practices, and journey orchestration to ensure a mutual value exchange for both customer and brand.”
Forrester also stated in the report that “SAS’ dedication to analytical decision-making gives it a competitive edge for decision arbitration, which is the heart and soul of RTIM. It continues to bolster its RTIM capabilities for business users, like journey analytics visualisation and digital experience orchestration.”
Decision arbitration uses automation and artificial intelligence (AI) to better understand customers in real time and decide the best possible customer interaction in that moment. Customer loyalty often hinges on delivering the right response in just a few seconds. For example, if a grocery chain can recognise when a first-time user of its online ordering website is having trouble and provide help in the form of simple video instructions or a pop-up chat window, it goes a long way towards showing empathy and fostering loyalty.
In the report, Forrester said “SAS delivers RTIM via SAS Customer Intelligence 360, which provides customer engagement and digital intelligence on top of SAS Intelligent Decisioning. Many customers add these capabilities to SAS environments that include its broader range of data visualisation, advanced analytics, predictive modelling, AI, IoT, and event stream processing solutions.”
SAS Customer Intelligence 360 provides adaptive planning, journey activation, and an embedded real-time decision engine – all fuelled by powerful analytics and artificial intelligence capabilities helping marketers to create and extend real-time, personalised customer experiences. SAS Intelligent Decisioning complements these capabilities by extending functionality beyond marketing – allowing users to automatically define real-time next best actions at scale across the thousands of daily operational decisions that comprise the entire customer experience landscape; decisions such as determining product pricing, setting credit limits or discovering fraud.
In the Forrester evaluation, SAS received the highest scores possible in the customer recognition, innovation road map, market approach, performance and partner ecosystem criteria.
“In these challenging times customer engagement requires empathy more than ever, as well as an understanding of each customer’s unique needs and the ability to meet them no matter where they are in the buyer journey, said Tiffany Carpenter, Head of Customer Intelligence at SAS UK & Ireland. “As the drive to digitalisation continues and consumers further embrace AI-driven technologies like chatbots, augmented reality and smart devices, marketers must incorporate analytical optimisation capabilities into their decision-making processes. SAS’ recognition as a leader in real-time interaction management shows its commitment to helping marketing professionals deliver personalised experiences while reaping the rewards of analytic technologies – to this end, SAS Customer Intelligence 360 and SAS Intelligence Decisioning are invaluable tools.”
For more information on the future of customer experience please visit Experience 2030.