Best Practices: Next Best Action In Customer Relationship Management

Many customer relationship management (CRM) and business process professionals have implemented next-best-action technologies to improve customer retention, boost upsell and cross-sell, and enhance customer experiences. Some organizations have leveraged the next-best-offer models and recommendation engines that come prepackaged into their CRM customer service environments, while others have implemented the same capability by custom-integrating predictive models, business process management (BPM), business rules engines, and other enabling technologies. The key best practices for next best action in CRM 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.