RTIM is the natural progression of CRM
Khachig Kabakjian
Customer Centricity | Real-time Decisioning | Director, Business Excellence @Pegasystems Inc.
Twenty years ago, I embarked on an exciting journey, moving to Saudi Arabia to kickstart my overseas career with IBM as a web graphic designer. Little did I know, my path would soon intersect with a groundbreaking concept: Customer Relationship Management (CRM). After undergoing an intensive three-week training in Siebel CRM, I eagerly joined a team spearheading a monumental project at Riyad Bank.
CRM was the cornerstone of customer-centricity, consolidating comprehensive customer insights—demographics, accounts, transactions, opportunities, complaints, and service requests—onto a single interface. Witnessing firsthand the transformative impact of CRM, especially during my time at the call centre, where staff hailed it as a game-changer, solidified my belief in its power to enhance customer engagement and decision-making.
Fast forward two decades, and I now find myself immersed in the dynamic world of Real-Time Interaction Management (RTIM). Serving as a centralized decisioning brain, RTIM mirrors the capabilities of CRM but on a grander scale. It assimilates vast volumes of customer data, leveraging advanced analytics, predictive modelling, and machine learning algorithms to craft personalized Next Best Actions in real-time.
Reflecting on this evolution, I'm struck by the remarkable synergy between CRM and RTIM, with the latter emerging as the orchestrator of customer interactions and decisions. Over the past eight years, navigating the complexities of RTIM has been both exhilarating and enlightening. As our digital landscape evolves, powered by generative AI and an avalanche of data streams, the potential for innovation seems boundless.
In my view, RTIM represents the natural progression of CRM—a shift from consolidating information to driving actionable insights and relevant Next Best Actions. With the advent of Generative AI, the horizon of possibilities expands further, igniting anticipation for what lies ahead.
Exciting times await, and I eagerly await the unfolding of this transformative journey!
Transforming businesses through innovative MarTech solutions and customer-centric decisioning strategies | Pega Certified Expert | Versatile Technology Leader.
11 个月Khachig's insightful article emphasises the vital role of RTIM as the "grand orchestrator" of customer interactions. It serves as the brain behind the CRM and enables a mutually beneficial, symbiotic relationship.
Practice Sr Director - BPM & LCNC, BFSI UK, EMEA & APAC @ Tata Consultancy Services
11 个月Wow very interesting joirney Khachig
Senior Vice President, Standard Chartered Bank Singapore
11 个月Wow interesting and inspiring journey of CRM to RTIM with Gen AI.
Using trustworthy AI to create impact in business, society, arts & science | Director Pega AI Lab | Assistant professor Artificial X,Leiden University
11 个月Nice piece Khachig, would be interesting to discuss the generative angle as well, for now as well as in the future.