Customer Insights moved to real-time journeys

The story

The legacy Outbound functionality in Customer Insights will be permanently discontinued on June 30, 2025, and everything must be migrated to the Realtime module.

What this means for the work

Realtime Marketing enables real-time communication based on actual customer behavior rather than solely on predefined times.

Segments in Realtime are built using real-time customer data from Customer Insights - Data and supported by AI-powered insights.

The demonstration or announcement describes platform capabilities; it does not show that every organisation will obtain the same result. Forrester reported high CRM adoption but low overall satisfaction in August 2023, a useful counterweight when assessing new features.

A 2022 Forrester analysis linked weak CRM outcomes to unclear strategy, insufficient governance and poor change management. Technology has to be tied to defined processes, roles and outcomes. Training and follow-up after launch are part of the implementation.

A bounded trial is often more informative than a long feature list. Leaders can choose one process, agree what data must be recorded and measure whether the work becomes easier or more accurate. Integration, access control and long-term process ownership should be decided at the same time.

Sources and perspectives

Primary source: vendor announcement or product update

Forrester: High CRM Adoption But Low Satisfaction (15 August 2023)

Forrester: Poor Change Management Kills CRM Success (3 October 2022)

Forrester: Knowing When To Migrate To An Industry CRM (26 April 2024)

Practical follow-up

The transition affects customer journeys, content and consent handling. Marketing teams need to map what they use and test new journeys before retiring old configurations. The linked explanation provides background for this work.

Join the discussion

How do you check that a customer journey gives recipients relevant follow-up? Share a practical example in the discussion.