There are many studies that highlight the need for organizations to better engage with and gain a full understanding of their customers as individuals. This need has been brought about by the new "empowered customers" who are leveraging new channels of interaction, such as mobile devices and social media. Empowered customers demand appropriate attention, personalized offers, and relevant recommendations, all seamlessly delivered across their chosen interaction channels. Delivering an outstanding customer experience has become a strategic imperative for today’s organizations. Organizations that strive to deliver an outstanding customer experience face the challenge of continuously incorporating disparate sources of customer information: new and existing, often fragmented, internal and external to their organizations. All of these data sources -- structured, unstructured, and semi-structured -- must be integrated and analyzed for every customer in the contexts of their individual situations.
The IBM® Next Best Action Solution that this IBM Redbooks® Solution Guide describes helps translate all of the available customer information into actions or interactions that make sense to the customer so that you can guide long-term customer loyalty and value. It is the enabler for delivery of an outstanding customer experience across all organizational business functions, such as sales, marketing, customer retention, service and fault resolution, and accounts. The solution can collect, integrate, analyze, and score data to determine the most appropriate action for each customer, based on their historical, social, and contextual information.
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