Next-best-action marketing
Next-best-action marketing (also known as best next action or next best activity or recommended action), as a special case of next-best-action decision-making, is a customer-centric marketing paradigm that considers the different actions that can be taken for a specific customer and decides on the ‘best’ one. The Next Best Action (an offer, proposition, service, etc.) is determined by the customer's interests and needs on one hand, and the marketing organization's business objectives and policies on the other. This is in sharp contrast to traditional marketing approaches that first create a proposition for a product or service and then attempt to find interested and eligible prospects for that proposition. The practice, direct marketing, is typically automated in the form of a campaign management tool, is often product-centric, and usually always marketing-centric. Further positioning The next-best-action paradigm is suited to inbound customer communication because a customer making contact will accept 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