Customers have different expectations these days. They expect to be helped even before their question arises. This is where Real-time Interaction Management (RTIM) helps to anticipate those customer needs. RTIM depends on real-time data instream, allowing you to engage with your customers in real-time. Note that there is a big difference between receiving data insights in real-time, and the capability to also react to those insights in real-time.
Some platforms can process and calculate scores in real-time as new data comes, yet, they rely on other systems to regularly fetch the updated information and define what communication the customer should be presented through which channel. The context of the customer could have changed already when the message reaches him as this requires a process for transferring data and interpreting scores by another system. So they miss the end-to-end real-time actionability from receiving through calculation to response.
Read more on the Citizen Developer and read the white paper.