Imagine if you knew what customers wanted next?

Marketing would be a whole lot easier right?…

Well, every time a customer interacts with you, they are telling you something. Often giving you clues about what they want next. However, many organisations are not taking advantage of this opportunity. Even though digital has made it a lot easier to track all these interactions.

Interestingly, customer decisioning is a field that capitalises on this very opportunity. Where the focus is on using the customer interaction data to drive the next best action for them. It’s not a case of which product do we shove in their face next, it’s much smarter and more nurturing than that. It’s more about doing what’s best for the customer which sometimes is leaving them alone. Brands who are executing decisioning programs well are having big impacts on their bottom line.

To get insight in customer decisioning, I had Pete Avery join me on the Customer Smarts Podcast. Pete’s passion for CX and customer decisioning has driven him all over the world implementing massive programs for enormous organisations like Verizon in the US, O2 and Orange in the UK and Vodafone in Spain as well as many large companies in Australia Like Suncorp and Westpac.

We explored:

1. Customer decisioning and the massive business impact it can have.
2. How to implement it
3. Overcoming internal barriers
4. How to get executive support
5. How AI will make decisioning a whole lot easier.

Host Bio - Justin Stafford has spent the last 20 years working on digital transformation and CX strategy projects all around the globe with brands like Samsung, Virgin, Lexus, eBay, PayPal, CommBank and even the Air Force.

If you’re looking for help in the customer strategy & experience design space go to www.customersmarts.co

Feel free to reach out to Pete Avery directly on Linkedin if you want to chat about decisioning.

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