Next Best Action
What is Next Best Action?
Next Best Action (NBA) is a customer engagement approach that utilizes a combination of artificial intelligence and real-time interaction data to create hyper-relevant customer experiences. By analyzing consumers unique needs, preferences, and context, brands can determine the most relevant and meaningful action to best engage customers and prospects across any channel at any time.
How NBA is used
With NBA, users build a large library of actions that are always on, making it easy for the artificial intelligence to sense a relevant action to take for each person. Business rules define the conditions under which customers are eligible, when actions are suitable, and where actions are applicable.
Why NBA is effective
Next Best Action engagement strategies create far better customer experiences than static marketing campaigns. It’s more effective to let artificial intelligence trigger content when it’s relevant, for any customer in context, across any channel than it is to pre-determine your customer conversations before they even begin.
Create long lasting customer relationships with NBA
One of the greatest advantages of NBA is that it goes beyond just sales offers to consider all the potential conversations you could have with a customer. Over time, brands deepen connections and drive increased customer lifetime value.
The right action for the right moment
- Service – support daily customer needs
- Retention – keep valuable customers profitably
- Nurture – keep your brand top of mind
- Cross-Sell/Upsell – expand existing relationships
- Acquisition – convert new customers
- Resilience – safeguarding their financial state
How does Next Best Action work?
With NBA, your strategy will make the decision about which offer is best for your customer in each potential category. Every company defines the next best action in its own way, but typically it’s the action that will increase customer lifetime value (CLV) by the largest amount.
Create better customer experiences, go from traditional campaign marketing to one-to-one engagement.
Pega Next Best Action Capabilities
How is Next Best Action different from traditional campaigns?
Next Best Action
Puts the customer at the center of their journey by enabling real-time interaction based on customer needs. NBA lets the brand pivot instantly to move with the customer, across any channel.
Have static, pre-determined messaging that is delivered at pre-selected times. Often campaigns push products through a sales-first approach and are unable to pivot in real-time, wasting resources, money, and customer attention.