REPORT
‘Next best action’
in an omnichannel environment
October 2015
‘Next best action’ in an omnichannel environment
Contents
Introduction ...................................................................................................................3
The evolution of direct marketing
Contextual marketing: developing a one-to-one customer interaction
that drives sales, service and customer experience .............................................................5
Moving from campaigns to interactions
Case study: PNC Bank
A fully contextual approach
Driving revenues by optimising customer value ................................................................13
Implementing a next best action strategy
Putting value creation into practice .................................................................................17
Execution
Simulation
Case study: PNC Bank
Case study: EE
Enhancing customer engagement in an omnichannel environment ......................................22
The customer journey ....................................................................................................24
The impact on satisfaction
Social networks
The customer journey in an omnichannel environment
Continuous optimisation: evolving with customers and driving long-term relationships ...........31
Execution
Simulation
About us .....................................................................................................................39
2
About us
As a global not-for-profit organisation, Efma brings together more than 3,300 retail financial services
companies from over 130 countries. With a membership base consisting of almost a third of all large
retail banks worldwide, Efma has proven to be a valuable resource for the global industry, offering
members exclusive access to a multitude of resources, databases, studies, articles, news feeds and
publications. Efma also provides numerous networking opportunities through working groups, webinars
and international meetings. True to its vocation, Efma has recently developed an Innovation portal
which aims to identify and award the most innovative projects in the retail financial services arena.
For more information: www.efma.com
Pegasystems (NASDAQ : PEGA) develops strategic applications for sales, marketing, service and
operations. Pega’s applications streamline critical business operations, connect enterprises to their
customers seamlessly in real-time across channels, and adapt to meet rapidly changing requirements.
Pega’s Global 500 customers include the world’s largest and most sophisticated enterprises. Pega’s
applications, available on-premises or in the cloud, are built on its unified Pega 7 platform, which
uses visual tools to easily extend and change applications to meet clients’ strategic business needs.
Pega’s clients report that Pega gives them the fastest time to value, extremely rapid deployment,
efficient re-use and global scale.
For more information: www.pega.com
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‘Next best action’ in an omnichannel environment
‘Next best action’
in an omnichannel environment
October 2015