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For Application Development & Delivery Professionals

The Power Of Predictions

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 pros 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 predictive analytics and other statistics-based models to realize return on investment (ROI) across CRM roles — including sales, marketing, and customer service — and customer-facing channels.

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Table of Contents

  • Companies Use Next Best Action To Drive Sales, Experience, And Productivity
  • Banco Espirito Santo Targets Offers To Customers From Predictive Models
  • A Roadside Services Firm Uses Personas To Autogenerate Offers
  • A Telecom Provider Enables Simple, Consistent Cross-Channel Interactions
  • A Financial Firm Uses Pervasive Customer Engagement For A Quality Experience
  • North Shore Credit Union Personalizes Offers With Face-To-Face Interaction
  • High-Tech: Decision Automation Drives Proactive B2C Sales And Service
  • MonotaRO Automates Transactions In A Portal Next-Best-Action Environment
  • Recommendations

  • Use Statistics-Based Models To Power CRM Next Best Actions