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Posted by James Kobielus on December 21, 2011
Next best action is the proving ground for advanced analytics and big data; it’s also the infrastructure that provides analytics- and rule-driven guidance across one or more customer-facing touchpoints. You can find next best action at the heart of multichannel customer relationship management (CRM) initiatives everywhere. It’s even present in a growing range of back-office business processes such as order fulfillment and supply chain management.
Next best action will continue to develop as an overarching business technology initiative for many companies in the coming year. The market is emerging and is becoming aware of itself as a substantial new niche, in much the same way that the Hadoop market flowered in the past year.
Here are some of the highlights that Forrester anticipates in the next best action arena in 2012:
Of course, next best action is such a broad, complex, and innovative new market that we can scarcely fit all of our predictions and analysis into a short blog post. Tune into Forrester’s deepening coverage of next best action in the coming year — and be sure to read our ample published research on the topic from the year gone by, starting with this.