With response rates to traditional direct marketing dropping, companies in service-intensive industries are taking a new tack. Banks, utilities, retailers, and the like are taking advantage of incoming calls and Web visits to make offers to existing customers. Using real-time offer management applications, these companies can leverage the customer information that exists in their own databases. They can learn from inbound interactions, adapt based on customer responses, and immediately refine the offer for the next customer. As a result, offers are more likely to result in sales, and companies can continually improve customer satisfaction, market share, and profitable growth.