True personalization means targeting customers with unique content and consistency across their whole journey and life cycle with the total customer experience; an essential connection between sales, service, and marketing that represents the future of successful customer relationships.
A key component to the total customer experience is managing a successful decisioning program — one that operates by means of next best action selection and delivery to each customer. But it can seem like a confusing world of terminology, strategy, and rationale to the uninitiated.
This whitepaper is a beginner’s guide to Next Best Action marketing – the terms, theories, and rationale behind a decisioning system. This involves a central brain that sits at the heart of all customer communications for a brand, making automated decisions and recommendations about what content to show to each individual customer to drive a highly personalized experience for all customers.
