⛔ STOP thinking about Next Best Action #NBA as a data and process project.
Most organizations:
• Collect massive customer data
• Build action catalogs and metadata
• Add filtering, eligibility, suppression, and orchestration layers
• Then try to “retrofit” decisions at runtime
The result:
⭕ High cost
⭕ Slow delivery
⭕ Technical complexity
⭕ Disconnected business strategy
Instead of filtering thousands of predefined actions through orchestration layers, the Decision-Centric Approach® models the actual customer decisions, then dynamically pulls the right data, rules, AI, and ranking logic as a part of the decision itself.
Actions become the natural emergence of decision execution, rather than a static catalogue.
This makes NBA:
✅ More business
✅ More adaptive
✅ More explainable
✅ Easier to evolve
✅ More aligned with real-time customer context
Read more at https://lnkd.in/gZVNAy7P
–
Follow the “Uncle of DI” if you're looking for unfiltered insights into #DecisionIntelligence, #AI, and #DecisionAutomation. Hit the 🔔 on my profile to get notified about my daily posts.
Posted here.
Published May 6th, 2026 at 07:30 am
