Imagine a customer interacting with your mobile app on a smartphone. She completes tasks and unlocks a rewards discount. The next day, sitting at her home desktop, she visits your website, and, voila! -- her rewards points display along with the discount offering.
Perhaps mobile apps aren’t core to your business. What if a prospect retweeted your blog post and you sent a triggered email a few minutes later thanking him, which invited him to follow you on LinkedIn? Or if someone walked into your store, and within moments received a text message with an offer customized to her past interactions with your company?
The idea here is that you’re delivering cross-channel, behavior driven communications -- all in real time -- that are uniquely relevant to each contact in your database. But delivering this level of tailored customization instantly is easier said than done.