Friday, July 11, 2008

Next Best Action (NBA)

Just came across an article from Anette Mitchell (Architect of O2's NBA) and that reminds me of some requirements we came across when selling Amdocs CRM to Telco customers.

First we tried to implement a solution ourselves but soon recognized that it requires quite a bit of code and analytical CRM capabilities to suggest a product or action (could be a campaign or agent script) based on the customers history and customers that were in similar situations.

Some actions are pretty obvious and can be added 'manually' (like customers with a high probability of churn would get special churn scripts) - but for the complex decisions it requires a sophisticated analytical CRM technology that is able to find patterns in customers behavior and predict in real time what the contact might be looking for.
It must be real time as the current interaction with the customer might have massive influence on the NBA...

NBAs have the power to turn the call center from a cost center into a profit center. This has can massive influence on the customer experience but requires well trained staff and a technology generating high quality predictions. It is also crucial that such a system learns from customer decisions, e.g. do not offer same or similar products if already declined by a customer.

All this help to approach (inbound) customers only with offers that potentially generate value for them.

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