ef2b3a99_With_The_New___Forrester_Blogs__Commentary
[Out with the old . . .] Basic rules-driven offers [. . . and in with the new] Real-time personalization via predictive analytics [Commentary] 
Experiences must be customized in real time. Predictive analytics coupled with techniques to manage big data allow for this to happen.
Customer Service: Out With The Old . . . And In With The New | Forrester Blogs
Commentary