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Due to the variety of information and the possibilities to use electronic channels in order to compare products and prices, it is particularly important nowadays to optimize and personalize the customer communication. In direct marketing, one has to increasingly align to the customer's life situation as he/she prefers to purchase where his/her preferences are known and he/she is offered products he/she would like to have. The objective is to create a win-win situation for the customer and the provider. However, providers keep coming across the challenge of identifying the customers' needs and preferences and offering them the suitable product via an appropriate channel at the right time. The use of next best activity (NBA) enables such a targeted and thus successful customer communication!
Practical examples from expert Dr. Wolfgang Leußer
Learn how to achieve your business objectives by means of effective customer communication from the expert for campaign solutions Dr. Wolfgang Leußer, Senior Consultant with b.telligent, in the webinar on 11.02.2016 from 11 am to 12 pm.
NBA meets NBA
But what is NBA? Many people immediately think of the American basketball league. Even if basketball has nothing in common with the technical concept ´next best activity´ at first glance, there are a few parallels. In order to be successful, a basketball team needs a few characteristics: the ability to work in a team, score, inspire and pass the ball to one another. This is also important for next best activity. In order to receive a holistic view of the customer, activities need to be coordinated and the same knowledge about the customer needs to exist across the business; this requires the ability to work in a team. In order to be able to score, campaigns have to be relevant for the customer and data has to be evaluated and tracked in a value-added manner.
One will inspire the customer by individual and optimized communication and the ball can be passed to the customers by proactively contacting them at the right time.
Creating an individual contact strategy by means of next best activity and Changing from the campaigN to the customer perspective
In order to create an individual contact strategy, various points need to be considered. The objective is to change from ad hoc campaigns to customer-centered continuous campaigns. In this process, the customer interests need to be considered and, at the same time, competitive objectives of various campaigns need to be taken into account. In addition, various criteria in contact management are to be considered, such as e.g. contact frequency and legal exclusion criteria. If these points are taken into account, the next best activity approach may bring a multitude of benefits. On the one hand, one receives a 360° view on the customer and is able to integrate and use available data on the customers. On the other hand, it supports sales activities by effective marketing aids and shorter processes. The entire marketing and sales process becomes more flexible and faster due to the access to and overview of the customer data.
