The Next Best thing in CX – Next Best Actions

19, May 2016

Enterprises are shifting towards a customer-centric approach to leverage inbound marketing. With this approach identifying customer behavior, through predictive modeling and knowledge of customer history, can be utilized to resolve an issue, propagate new offers and promotions or offering personalized products or services.

For a specific customer, different actions may appear feasible but deciding on the best one for that customer is crucial and makes all the difference. This recommendation is called Next Best Action (NBA). It increases the overall marketing efforts by balancing the needs of the customers and the business objectives of the enterprises.

By integrating a decision management solution, customer experience management (CEM), a customer interaction database and driven by advanced analytics, an NBA process can be designed. This comprehensive interface will guide agents with the knowledge of customer preferences at any given time. Customer relationships are further enhanced by this model and it leads to better business benefits.

Customer value can also be easily determined by accessing the past, present and the future behavior of the customers. These are necessary for delivering NBAs, however, a few factors go into framing the configuration process of NBAs. An engine primarily provides a comprehensive interface to guide business users to conceive the Next Best Action.

  • To whom the NBA needs to be delivered
  • What is the NBA to be delivered
  • When the NBA needs to be delivered
  • Through which interaction channel it needs to be delivered

These present opportunities for meaningful conversations with customers and map them to useful categories. NBAs can then be delivered to intended customers through their preferred channels in real-time or can be scheduled in a batch. A strong impact can be made with the customer and help influence customer behavior in the future, in a manner that profits the business.

NBAs allows personalization of interactions with each customer and measuring NBAs is easy. Predictive modeling technique which helps identify NBAs can be tapped to present customer value, campaign score and profitability.

This way, enterprises reap monetary success and customers experience delightful customer service. Reinforcing positive customer experience turns customers into loyal brand advocates.

Servion’s ServEngage delivers personalized NBA at each customer touch point for assured ROI.

You can learn more on ServEngage, Servion’s NBA solution driven by big data analytics, by meeting us at Avaya Engage 2016, Booth #1410, being held from June 6th to 8th at Orlando, Florida.

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