Skip to main content
SpringerLink
Log in
Book cover

The Impact of Digital Transformation and FinTech on the Finance Professional pp 71–78Cite as

Palgrave Macmillan

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

  • Chapter
  • First Online:

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.

This is a preview of subscription content, log in via an institution.

Chapter
USD   29.95
Price excludes VAT (USA)
  • Available as PDF
  • Read on any device
  • Instant download
  • Own it forever
eBook
USD   44.99
Price excludes VAT (USA)
  • Available as EPUB and PDF
  • Read on any device
  • Instant download
  • Own it forever
Softcover Book
USD   59.99
Price excludes VAT (USA)
  • Compact, lightweight edition
  • Dispatched in 3 to 5 business days
  • Free shipping worldwide - see info
Hardcover Book
USD   59.99
Price excludes VAT (USA)
  • Durable hardcover edition
  • Dispatched in 3 to 5 business days
  • Free shipping worldwide - see info

Tax calculation will be finalised at checkout

Purchases are for personal use only

Learn about institutional subscriptions

Notes

  1. 1.

    Bill McDermott: “We all know trust is built in drops, but lost in buckets” (SAP SE, 2019).

Literature

  • Rawal, P. (2013). AIDA marketing communication model: Stimulating a purchase decision in the minds of the consumers through a linear progression of steps. International Journal of Multidisciplinary Research in Social Management, 1, 37–44.

    Google Scholar 

  • Riedl, R. (1992). AIDA-Formel. In G. Ueding (Ed.), Historisches Wörterbuch der Rhetorik (pp. 285–295). Tübingen: Walter de Gruyter GmbH.

    Google Scholar 

  • SAP SE. (2019). Why customer experience is everything. Retrieved January 28, 2019, from SAP News Center https://news.sap.com/2018/11/bill-mcdermott-sap-select-customer-experience-everything/.

  • Wolny, J., & Charoensuksai, N. (2014). Mapping customer journeys in multichannel decision-making. Journal of Direct, Data and Digital Marketing Practice, 15(April), 317–326.

    Google Scholar 

Download references

Author information

Authors and Affiliations

  1. maihiro, Ismaning, Germany

    Uwe May

Authors
  1. Uwe May
    View author publications

    You can also search for this author in PubMed Google Scholar

Corresponding author

Correspondence to Uwe May .

Editor information

Editors and Affiliations

  1. ifb AG, Grünwald, Germany

    Volker Liermann

  2. ifb Americas, Inc., Charlotte, NC, USA

    Claus Stegmann

Rights and permissions

Reprints and permissions

Copyright information

© 2019 The Author(s)

About this chapter

Check for updates. Verify currency and authenticity via CrossMark

Cite this chapter

May, U. (2019). The Concept of the Next Best Action/Offer in the Age of Customer Experience. In: Liermann, V., Stegmann, C. (eds) The Impact of Digital Transformation and FinTech on the Finance Professional. Palgrave Macmillan, Cham. https://doi.org/10.1007/978-3-030-23719-6_5

Download citation

  • DOI: https://doi.org/10.1007/978-3-030-23719-6_5

  • Published:

  • Publisher Name: Palgrave Macmillan, Cham

  • Print ISBN: 978-3-030-23718-9

  • Online ISBN: 978-3-030-23719-6

  • eBook Packages: Economics and FinanceEconomics and Finance (R0)

Publish with us

Policies and ethics

Search

Navigation