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2019 | OriginalPaper | Chapter

5. The Concept of the Next Best Action/Offer in the Age of Customer Experience

Sales Management/Forecasting in Financial Services in the Age of Artificial Intelligence

Author : Uwe May

Published in: The Impact of Digital Transformation and FinTech on the Finance Professional

Publisher: Springer International Publishing

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Abstract

This section places the concepts of next best offer (NBO) and next best action (NBA) in the banking context. The author introduces the two concepts (NBO and NBA) with a focus on specific features. It briefly touches on the concept of customer experience and then shows how NBO can be used for forecasting.

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Title: The Concept of the Next Best Action/Offer in the Age of Customer Experience
Author: Uwe May
Publisher: Springer International Publishing
Book: The Impact of Digital Transformation and FinTech on the Finance Professional
Print ISBN: 978-3-030-23718-9

Electronic ISBN: 978-3-030-23719-6

Copyright Year: 2019
DOI: https://doi.org/10.1007/978-3-030-23719-6_5