Best-Next-Action Decisioning

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.

That was probably a lot to unpack so let’s break it down a little:

• Channel - the physical channel on which an interaction is happening - this could be for example website, mobile app, call centre, email, SMS, push
• Context - the up to the (sub)second information about the customer, the channel, the agent and any other external information (weather, breaking news etc)
• Real-Time - yes now. Not in a minute or two - or triggering activities that will be delayed - doing it so fast that it can support any conversation
• Recommendation / Action - not just a sales prompt (don’t get greedy) but any kind of recommendation that improves the experience for the customer and makes them feel understood, wanted, happy and satisfied with your service

If your Best-Next-Action solution is not providing all of the above then it will not be delivering an improved customer experience.