CRM Magazine: Next-Best-Action Marketing: A Customer-Centric Approach

CMOs and marketing organizations are under extreme pressure to bolster marketing’s contribution and deliver a better return on investment. Simply automating outbound marketing is no longer sufficient in today’s customer-driven world. To succeed, marketers must deliver a set of intelligent and coordinated messages across all channels, including inbound channels such as the contact center and Web, and outbound channels such as email, social media and mobile. Marketing organizations looking to make a significant impact on the customer experience and drive effective return on marketing investment are turning to a Next-Best-Action approach.