![]() ![]() A model can prescribe content and messaging relevant to the customer’s segment, buyer persona, industry and stage in the sales process. How companies use next-best-action models ![]() Organizations that refine their processes to take advantage of these approaches will raise the return on their sales and marketing activities and reduce service costs. While analytics will not replace human judgment, it has become reliable enough that commercial leaders should start incorporating analytics into prescriptive playbooks. ![]() This results in relevant and personalized interactions with customers across all channels, leading to better experiences, improved employee productivity and higher customer lifetime value. Next-best-action tools use predictive analytics that enable companies to track a dynamic view of their customers and use this information to better understand context and anticipate customer needs. Our insights share how the right CX tools make customers’ lives richer and more fulfilling and strengthen a company’s economics by holding down costs and securing new revenue streams. ![]()
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