CMSWire: Use Next Best Action to Elevate Your Customer Experiences

This article was written by Greg Kihlström for CMSWire. You can read the full article here.

Customers are in control. Anyone in a customer-facing role has seen the increasing demand for personalized experiences and the desire to interact with a brand on their own terms.

While having customers who want to interact and buy from your brand is clearly a good thing, the demand for content, products and services when, how and where customers want it has tipped the power scale in consumers' favor. Brands need to adopt a next best action approach to stay one step ahead of their customers, and ensure their products and services are top of mind, available when needed, and positioned in the best way based on an individual’s needs.

A next best action approach means you have created systems to personalize and automate the content and channels a customer can take, based on their preference, their stage in the customer journey, and any other relevant behavioral data. In this article, I’m going to discuss three aspects of next best action approaches that can improve the customer experience.

This article was written by Greg Kihlström for CMSWire. You can read the full article here.