You never know what’s coming at you next, which is why process agility is so important. Your organization must have a ready response for anything. And you must make sure that every process participant can identify, at their level, what that response might be, so they can take appropriate action.

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.

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