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The Total Customer Experience is Fueled by Next Best Actions

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.