Using supervised AI techniques where the desired outcome is a high CX, Next-Best-Action recommendation engine can be implemented.
In a military context it describes thinking on the fly with distributed, local decision-making versus planned campaigns and objectives.
In marketing it has only recently been possible to make decisions fast enough on an enterprise scale to build a ‘mini-business case’ in real-time, considering many courses of action before deciding on the best one.
Organizationally this means that different lines of business will need to collaborate to define next-best-action strategies, and goals may need to be reset to better reflect the customer-centric nature of the new processes.
Although overall it will optimize the bottom line and have other attractive features (like built-in customer centricity), the ‘on the fly’ decision-making makes it harder to know in advance what the results will be.