🔖Customer personalization and providing 1:1 experience omnichannel requires to determine the right set of actions for individual customer based on what they want to achieve.
🚩Although many think this is about data and orchestration, but the core of deciding what is the right next-best-action (NBA) or next-best-conversaion (NBC) has very little to do with data and orchestration or even AI for that matter!
How can you determine what customers need to do to achieve their goals?
Imagine a student in a university. The challenge is not necessarily to push a message to a student saying please fill out a specific form for enrollment and use the correct student's name in a message.
The challenges are 👇
1️⃣ To determine the set of right actions students should take to reach this year's goal, which should be aligned with the overall objective of the student for graduating from a specific major.
2️⃣ Once those actions are determined, you need to use the current status state to determine the gap between what the student has already done and what is missing and what should be done to get them to the next milestone.
3️⃣ Then (and only then) you need an advanced orchestration to integrate information systems and automate and deliver the message across channels such as their in-app university system or student portal or send notifications and recommend what needs to be done.
💡As you see in the above example, there are several decisions MUST made seamlessly in real-time:
🔹Decision models to determine the best plan for individual
🔹Decision models to determine the gap from the current state to the future state of the individual
🔹Decision models to recommend the next best course of action to be taken
🔹Decision models to create customized messaging for the individual
Once the decision model is built and tested, then orchestration will integrate customer's data and deliver the message across channels in real-time and take actions and interact with systems
❌The core of the problem is not data ai or orchestration. If you think it that way, you are in the camp of old data-driven dogma.
🚀 For the personalized interaction providing 1:1 experience cx consistently across all channels, you will need decision models. These decision models then combine businessrules ai machinelearning and predictiveanalytics in a unified view and execute them using an orchestration. CMO CCO CDO CDAO
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Published April 4th, 2025 at 07:30 am
