Definition
Next best action refers to an approach that uses artificial intelligence (AI) and machine learning (ML), as well as other customer information and propensity models in order to determine what the most likely offer, activity, or content will result in a customer conversion.
While related to Customer Journey Orchestration, Next Best Action takes the most customer-centric approach by taking the customer’s needs into account as opposed to a prescribed journey.
Related
- Customer Journey Orchestration (CJO)
- AIML
- Customer Data Platform (CDP)