Next Best Action (NBA) denotes a marketing paradigm that places the consumer at the centre by seeking to enhance the customer experience and value itself.
A Next Best Action approach, in fact, aims to create personalised offers and actions, diverting them to more suitable channels in order to intercept potential consumers’ needs and wants.
Underlying this approach is in-depth research and analysis of data and the use of technological solutions that enable significant levels of personalisation.
The mediation between customer needs and wants, on the one hand, and business objectives, of the organization, on the other, takes place through modes different from traditional ones for which both tend to have almost equal weight.
This is obviously a data-driven approach that allows to:
- propose personalised offerings consistent with the customer lifecycle;
- optimise user/customer interactions;
- improve customer experience across all channels;
- increase Customer Life Time Value.
