Propositions and the Customer Journey: An Intro to Next Best Action Marketing

Now more than ever, customers expect interactions with a company to be contextual, timely, consistent, and relevant. These interactions can range from providing proactive notifications of a postponed event to cross-selling relevant offers provided by a retail salesperson. The decisions that orchestrate the interactions are more valuable when presented in real-time. The best way to interact with the customer needs to be selected at that given moment in the journey. Making that decision as part of a batch process will cripple your results. Why?