Next-best actions: maximising customer value and loyalty

28 May 2024 | Research

Raúl Simmons Pérez

Strategy report | PPTX and PDF (6 slides) | Customer Engagement

"Automating the next-best action process to a high degree is essential to unlocking its true value."


Communications service provider (CSPs) have large amounts of data on service quality, network performance and customer interactions that they are not making full use of. The primary objective of implementing next-best action (NBA) and next-best offer (NBO) strategies is to use all the data that a CSP has access to to improve the customer experience, retention and customer lifetime value.

This report provides an analysis of how CSPs can make the most of next-best action strategies.


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Raúl Simmons Pérez