In order to be able to deliver personalized next best offers, you should look at technology that gives you an ongoing understanding of the customer at the individual-level. It should not only let you comprehend real-time information about all your customers’ behaviors, habits and background, but should also apply rules to ensure that offers are accurate, timely and relevant. The power of this kind of technology, from a marketing standpoint, is that it analyzes the various potential offers for individual customers and selects the best one. The most comprehensive technology gives you access to each and every customer’s preferences, behaviors, affinities, context, purchase history, and more, and can match those to the right product, service or action for that customer at the right time.
To be able to understand your customers, you need to have access to all your data, from all possible sources. The data should be analytically enriched to provide insights that drive decisions. Policies, regulations, best practices and preferences must all be considered to make consistent, precise, real-time decisions about offers across all channels. The solution should be able to learn continuously so it’s always adding in new data, in real-time, to be able to connect the most relevant offers to the proper customers. Monitoring how a customer’s behavior has evolved over the course of their relationship with your company is critical in understanding just which offer is the right one to make in a timely manner.
For further interest:
- What is Next Best Offer?
- Guide: 5 Keys to Building Superior Customer Relationships Through Next Best Offer Marketing
- Customer Analytics Solutions for the Most Personalized Customer Experiences
