"The 'next best experience' takes this much further. Instead of one-off actions, it orchestrates the entire customer journey in real time, across every channel and touchpoint. It doesn't just react; it anticipates. Imagine a customer browsing a product on your website. Within seconds, that behavior could update their profile across your entire tech stack; informing a proactive support chat if intent signals show frustration, triggering a perfectly timed in-store notification if they're nearby, or refining the next AI-driven recommendation at checkout."
"To survive in today's market, enterprises must deliver experiences that feel instant and intelligent. Customers expect brands to anticipate their needs and guide them through interactions that are seamless and personal. It's the promise of having the right conversation at exactly the right moment. But here's the reality check: While "real time" dominates boardroom conversations, most data ecosystems are anything but."
Customers expect instant, intelligent experiences that anticipate needs and guide interactions in seamless, personal ways. The traditional "next best action" delivers single, isolated responses and focuses on moments rather than journeys. The "next best experience" orchestrates entire customer journeys in real time across channels, anticipating behavior and proactively responding. Customer actions should update profiles across the tech stack within seconds to enable proactive support, timely in-store notifications, and refined AI recommendations. Modern data warehouses provide storage and batch analytics but lack the low-latency capabilities needed for continuous, personalized orchestration. Real-time profile syndication and low-latency data flows are required to power adaptive experiences.
Read at Fast Company
Unable to calculate read time
Collection
[
|
...
]