The Power Of Predictions

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.