Next Best Models: The Process Agility Equation

I was speaking with Chordiant the other day about the role of predictive analytics in multi-channel customer conversations, and our particular conversation kept coming back to the killer app called "next best offer." You should always be instrumenting all channels with the predictive logic to produce a steady stream of offers that are best suited for winning each particular customer, keeping them happy, and growing the relationship. Per the emerging best practice, those offers can be auto-generated by predictive models in conjunction with recommendation engines, customer relationship management systems, and business process platforms. And those offers must be tailored to each channel - including self-service portal, call center, and outbound sales force - through which you interact with customers.

Of course that's all motherhood and apple pie in today's customer communications management arena. But, as we were talking, I realized that Chordiant's approach - which some call "decisioning," "decision automation," or "decision management" - validates the core criteria that I applied in my soon-to-be-published. Forrester Wave on Predictive Analytics and Data Mining Solutions. In particular, Chordiant's focus on helping customers develop, deploy, and juggle multiple models - including those that are adaptive, dynamic, and self-learning - speaks to the critical importance of multi-scenario model optimization.