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Next Best Action (NBA) is focused on using sophisticated rules, analytics and algorithms to better predict customer needs and in turn offer more relevant actions and offers leading to improved wallet share and loyalty. It leverages Azure Machine Learning capabilities to recommend what to do next for a customer in context.


  • ​​​Recommendations are generated on 'what to do next' with the customer in context, based on a pre-defined logic.
  • Support for context-based action suggestion such as when an event or a transaction takes place.
  • Offers are displayed once complaints and compliance related issues such as missing data alerts are addressed.
  • Next Best Action is provided as a widget for assisted channels including CRM and Contact Center Agent Desktop.


  • ​​​A web service is provided to get the Next Best Offer for a customer on direct channels such as Internet / Mobile Banking, ATM or Kiosk, to increase cross-sell and up-sell rates by offering the right product to the right customer at the right time.
  • Increase sales revenue by real-time, relevant offers to customers across multiple channels, based on events and transactions.
  • Enhance customer satisfaction by enabling more meaningful interactions, taking corrective actions, and making offers that actually meet customer’s needs.
  • Engage customers with seamless experiences across channels with personalized actions and offers.
  • Improve marketing efficiency by eliminating unwanted communications and ill-targeted offers.