Improving next-best-action strategies with Value Finder
Discover areas in which you can improve the next-best-action strategy by identifying where customers are left without actions. Learn for which groups of customers there are no relevant offers, and determine whether your prioritization is sufficiently empathetic.
After you identify customers who receive no actions or only irrelevant actions, you can use this information to improve engagement by loosening restrictive policy rules, by adding relevant actions and treatments for your customers, or by adjusting the arbitration logic.
Are there customers who receive no actions at all or for whom there are no relevant actions? A Value Finder analysis can help you answer this question.
- No actions
- The policy rules that filter out actions and treatments can leave customers with no actions at different stages of the next-best-action decision funnel: eligibility, applicability, and suitability. Value Finder analyzes what happens at every stage and examines policy rules at all levels: action, group, and global.
- Only irrelevant actions
- Value Finder identifies customers who receive only irrelevant actions after eligibility, applicability, and suitability, which means that after applying these criteria, these customers do not receive any relevant actions, and only low-propensity offers are available to them instead.
- A Value Finder analysis can also tell you if the arbitration logic leaves some customers without relevant actions. If there is too much focus on the business value of the offers, this might suppress the higher-propensity offers. As a result, the strategy might not be empathetic enough and the prioritization formula or the levers might need adjustment.
To help you improve customer engagement, Value Finder provides different types of recommendations for customers with no actions, or who are receiving only irrelevant actions:
- Loosen criteria for relevant groups and actions
- Restrictive policy criteria might prevent many customers whom you want to reach from receiving any actions. Value Finder can help you determine which engagement policies customers do not pass across groups and issues. By drilling down through the results, you can identify the policies that your organization can update to provide more customers with relevant actions. By adding these policies to the value summary, you can calculate the potential increase in customer engagement that you can gain by loosening the policy criteria. You can download the value summary as a PDF and share it with your stakeholders. For more information, see Investigating customers without actions.
- Create more relevant actions or treatments
- Value Finder can help you identify groups of customers for whom you do not have any relevant actions. Value Finder describes these groups by using available customer attributes, such as age or credit card ownership. These descriptions can help you introduce new actions and treatments that will be relevant to these customers. If the group descriptions contain fields that do not provide actionable information, you can deselect these fields to exclude them from the descriptions. Saving a group as an audience can help you test distribution, to gain further insight. For more information, see Analyzing customer group descriptions to create more relevant actions or treatments.
- Shift to more empathetic arbitration settings
- Customers may receive only irrelevant actions due to non-empathetic arbitration settings. Review the arbitration settings and consider focusing more on customer relevance instead of business priority, to be more empathetic with your customers. Run action distribution simulations for the current and the most empathetic arbitration settings to balance customer and business needs.
Actions that define a customer well-served
When run on multilevel customer contexts (used in multilevel decisioning), Value Finder considers all actions at the primary context level and below to determine whether a customer has at least one relevant action. For example, when run on the following context hierarchy: Account > Subscriber (primary context) > Device, Value Finder considers subscriber-level and device-level actions. Account-level actions are not considered as they are above the primary context level and not directly relevant to the customer.
The customer context structure is Customer (primary context) > Account.
Andrea Carter has just acquired a new credit card. She has:
- Zero eligible actions at the customer level.
- One eligible action at the account level with a high propensity:
Spend $5,000 on your first card, get $50 bonus cash
Value Finder classifies Andrea among customers who have at least one relevant action.
Group descriptions of customers who do not receive relevant actions include attributes related to the primary context level, for example, age, income, customer value, and sentiment. Attributes from lower levels are not used in the group descriptions. For example, when a customer has multiple bank accounts, the attributes of those accounts are not used to describe the customers.
Run simulations to discover gaps in customer engagement, analyze the simulation results to gain valuable insights, and use those insights to engage more customers.
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