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The ‘Art’ of Interaction Management Many large business-to-consumer organisations have invested an enormous amount of effort, time and money into Customer Relationship Management in the last twenty five years. What do we have to show for this collective enormous investment? The investment has had three major waves, firstly the data warehousing band wagon, then the CRM records management wave and then the Marketing Automation wave. A lot of these large investments have failed and there are now a lot of CRM 2.

Best-Next-Action Decisioning

By Neil Skilling in background

Thursday, 29-Aug-2024

Best-Next-Action rather than Next-Best-Action as “Next-Best” sounds like Second-Best Best-Next-Action decisioning is best decsribed as delivering to your customer what you would do if you were sitting in front of them - you know them, you know what they want, you know what to do and how to do it right away. Just translate that into the digital context so that you can calculate the Best-Next-Action or Actions in real-time and deliver a contextual recommendation immediately to the customer irrespective of the channel on which you are interacting.

Overskilling

By Neil Skilling in corporate

Thursday, 29-Aug-2024

Welcome to Overskilling - I am a specialist in Best-Next-Action Decisioning and Journey Orchestration projects. I have worked in all kinds of analytics projects over the years from straightforward predecctive modelling, to large scale real-time decisioning and journey orchestration. Previously I was CTO at Kitewheel, now owned by CSG, and was responsible for a lot of thought behind the Xponent platform. If you need help with your decisioning or journey orchestration project I am here to help.

Interaction Management

Best-Next-Action Decisioning

Overskilling

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