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SAS named leader in Forrester Wave for real-time interaction management
Mon, 4th Mar 2024

SAS Customer Intelligence 360 has resolutely reaffirmed its status as a vital player in honouring customer preference in an interconnected world by being named a leader in The Forrester Wave: Real-Time Interaction Management, Q1 2024. This recognition underscores the essential role that SAS's hyper-personalisation capabilities play in delivering exceptional customer experiences, showing that real-time interaction management (RTIM) can enhance customer experience performance by delivering real-time personalisation with extraordinary speed and accuracy.

The Forrester Wave report acknowledges that SAS offers a pioneering analytical foundation for enterprise RTIM installations across various sectors. The anticipated roadmap of SAS is set to render the potency of predictive and generative AI even more readily reachable to knowledge workers and customer-facing resources beyond its typical data science power users.

Jonathan Moran, Head of Martech Solutions Marketing at SAS, emphasises the company's focus on customer trust. He stated: "Trust building can only be done with a strong data and technology foundation that helps brands balance the need for customer journey personalisation with the ability to respect consumer privacy throughout that journey. We believe that to be named a leader in this evaluation gives credence to the fact that the vision of responsible engagement – that is the responsible use of customer data, existing and emerging technologies like generative AI, and organisational resources – is a message that makes sense for those brands looking to strike that balance."

The report affirms SAS's impressive performance by awarding it the highest scores possible in numerous categories such as customer profiles and preferences, identity resolution and privacy, digital intelligence, analytics management, predictive AI, Generative AI, Real-Time Decisioning, experience personalisation, and others. SAS's innovation also received recognition in the strategy category, as well as revenue and customer criteria within the market presence category.

The report highlights feedback from SAS's reference customers, who praised its scalable real-time analytics for successfully bridging the divide between on-premises data repositories and cloud-based customer experience applications. A business leader from one reference called attention to the distinctive value SAS brings: "Orchestrating real-time calculated offers for all channels is unique in our market, and we are proud of how it saves us time and resources."

SAS Customer Intelligence 360 caters to a broad spectrum of industries, including banking, insurance, retail, manufacturing, communications, and healthcare. It is a contemporary multichannel marketing hub supporting all facets of the digital customer acquisition and retention lifecycle. Going forward, the Forrester Wave recognition is expected to fortify SAS's commitment to responsible customer engagement.