Next-Best-Action Marketing




Next-best-action marketing, also known as the next best activity or best next action or recommended
action, is referred to a customer-focused marketing paradigm that considers the various actions that can
be taken for a particular customer and then decides on the best one to choose among those actions. It
could be a proposition, offer or a service, determined by the customer’s interests and needs on one
hand, and on the other hand it depends on the organization’s business objectives and policies.
Next-best-action marketing strategy is in sharp contrast to traditional marketing methods because here
a proposition for the product/service is first created and an attempt to find the interested and eligible
prospects for that proposition is made. This practice which is typically automated as a campaign
management tool is always marketing-focused and often product-focused.
Next-best-action marketing strategy requires professionals to collect data about their customers using
different methods. While this might take the form of simple interactions between the customers and
employees, customer data can be gathered with different “inbound” and “opt-in” methods.
Businesses that engage with individual customers like those who sell goods use this marketing approach
in their marketing plans to determine how they can build brand loyalty during sales conversation. It can
also be used to determine if the resources dedicated to pursuing a sale to an individual customer are
worthy enough or not. For example, car dealerships use next-best-action strategies to speak to its
customers to find out if they are interested in buying or not. Here, they study what kind of features thecustomer is looking for in cars, amount to be spent on buying car, etc.

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