Tactic 5
For example:
AI-Driven “Next Best Action” Recommendations
“Customer profile: visited pricing page 3 times, hasn’t
purchased, is a small business owner. Next best action?”
The AI might respond:
“Offer a free trial or a personalized demo, because they
seem hesitant on pricing and might need to see value
What it is:
before buying.”
GenAI can help determine the next best action or offer
It could even draft the actual message:
for an individual customer by analyzing their history
“We noticed you’ve checked out our plans – how about a
and context, and then generating a recommendation
14-day free trial to experience the premium features?”
along with the reasoning. This is like a personalized
advisor that tells you what to do for each customer to
In a marketing context, you could ask for the best offer or
increase engagement or conversion. It’s a blend of
content:
predictive analytics and generative explanation – the
“This subscriber opened our last two emails but didn’t click
AI not only suggests what to do (e.g., offer a discount,
through and browsed our winter jackets section. What should
suggest a product, send content) but also articulates
we send them next?”
why in natural language, helping your team (or even
The AI might suggest a targeted offer on winter jackets or a
the customer, via chatbot) understand the logic.
piece of content (e.g., “Guide to choosing a winter jacket”) to
nurture them.
How to use it:
Provide the AI with a specific customer scenario,
For customer service or retention, you might feed in recent
including their past interactions, purchase history,
support tickets or usage data and ask for a next best action to
demographics, or any other relevant context. Then ask:
improve their experience – perhaps an upsell if they’re
“What is the next best action for this customer, and why?”
satisfied, or a proactive support call if they’re struggling.
GenAI Quick-Win Playbook for Personalization
13
Powered by FlippingBook