A next-best action is, at its core, meeting the customer where the customer is with an action, an offer or a piece of information that precisely matches the customer’s desires and inclinations. To better understand the importance of a real-time engine in delivering a next-best action, let us first examine what we mean by both next best action and real time. In other words, a real-time view of the customer during an ongoing, fluid customer journey is critical in deciding if a real-time response is – or is not – the next-best action for a specific moment during that journey.
While not every next-best action needs to be in real time, the decision that generates a next-best action must be based on accurate, real-time data. In the same vein as it relates to customer experience (CX) is the importance of having real-time capabilities for delivering a next-best action. A favorite Boy Scouts mantra about the importance of being prepared is that it’s better to have and not need than need and not have.
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