Next-best-action Marketing - Further Positioning

Further Positioning

The next-best-action paradigm is very much suited to inbound customer communication because a customer making contact will expect a considered response from the company to his or her request, complaint, inquiry, etc. Leveraging Next Best Action will enable the company to respond to the customer’s needs during the interaction, while ensuring that the action taken also benefits the company. Without a next best action capability in place, a call center or branch agent would be enabled to follow a script in their communication with the customer, which, while perhaps furthering the company’s marketing goals, would most likely be impervious to customer context. Nothwithstanding its relevance to inbound customer communication next-best-action marketing is equally applicable to outbound communication. In this case the next-best-action strategy is applied in batch, overnight for instance, after which customers that have been assigned the same action (i.e. make proposition X) are aggregated.