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For Application Development & Delivery Professionals

Leverage Business Rules To Optimize Customer Scenarios

Case Studies In CRM Next Best Action

June 22, 2011

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  • By James G. Kobielus
  • with Kate Leggett,
  • William Band,
  • Connie Moore,
  • Allison Caine

Why Read This Report

Many business process professionals have implemented next-best-action technologies to improve customer retention, boost upsell and cross-sell, and enhance customer experiences. Best practices for customer relationship management (CRM) next best action are to align it with key business imperatives, deliver it through priority customer-interaction channels, inform targeted offers with trustworthy customer data, drive it from advanced analytics and rules, and use it to shape multichannel conversations with customers. Next-best-action deployments are mature but evolving; practitioners leverage rich, complex, deterministic business rules to realize greater return on investment (ROI) in CRM next-best-action scenarios.

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