The Total Customer Experience is Fueled by Next Best Actions
True personalization means targeting customers with unique content and consistency across their whole journey and lifecycle with the total customer experience; an essential connection between sales, service, and marketing that represents the future of successful customer relationships.
A key component to the total customer experience is managing a successful decisioning program — one that operates by means of next best action selection and delivery to each customer. But it can seem like a confusing world of terminology, strategy, and rationale to the uninitiated.
This whitepaper is a beginner’s guide to Next Best Action marketing – the terms, theories, and rationale behind a decisioning system. This involves a central brain that sits at the heart of all customer communications for a brand, making automated decisions and recommendations about what content to show to each individual customer to drive a highly personalized experience for all customers.
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2020 Marketing Imperatives Webinar Series - Imperative One: Deliver the Total Customer Experience
The very definition of marketing is in the midst of a meaningful change, because of rapid shifts in consumer behavior. Forces like the direct-to-consumer business model are taking the need for personalization to a new level. Netflix, Uber, Dollar Shave Club, and their ilk, have materially changed customer expectations around the ways they interact and engage with brands.