What web channel manager hasn’t used Amazon’s recommendation engine and thought, “I want one of those”?

Well, imagine a software solution that – like Amazon – presents recommendations and offers to the customer in real-time via the web.

Imagine that the software is able to “learn” from a customer’s response and is able to make recommendations and offers based upon what it has learned about that customer.

Imagine that the solution works not only via the web but also via call centres and, in the not too distant future, mobile devices.

SAP Real Time Offer Management (RTOM) promises all of this today with SAP RTOM 7.1.

In this piece, we assess to what extent the promise of RTOM matches reality.