Next-best-action Marketing - Enabling Technology

Enabling Technology

Only recently has the technology become available to allow a company to reliably achieve next-best-action capabilities in high volumes as well as in real-time. Typically, this requires a multi-channel, centralized decisioning authority that dispenses all decisions with regard to the customer (see Enterprise decision management). This “decisioning hub” leverages “decision logic” that combines the company’s business rules with predictive and adaptive (aka self-learning) decisioning models to help determine how to approach a customer prior to as well as during an interaction. The decisioning authority takes into account each customer’s expectations, propensities and likely behavior through the use of predictive modeling. Interfaces that can leverage this intelligence must also be in place to externalize the logic and guide an agent (or the system itself) in how the customer would prefer to be treated at any given moment, continuously recalibrating the approach based on customer responses. The approach taken may be to make an offer, resolve a complaint, or to make some other kind of recommendation (or a combination of all of these).