Next Best Action (NBA)
Next Best Action (NBA) is an AI-driven capability within CRM that analyzes available data about a customer, deal, or service case and recommends the most appropriate action for a sales or service representative to take next. Rather than relying on general process guidance, NBA recommendations are contextual and specific: for a deal stalled in the proposal stage for three weeks, the system might recommend scheduling an executive call; for a customer whose usage has declined month-over-month, it might suggest a proactive check-in from the customer success manager. NBA capabilities represent the shift from CRM as a passive record-keeping system to an active intelligence layer that guides human decision-making at scale.
Next best action is an AI-driven recommendation of the single most effective step to take with a customer right now, based on data and patterns, which deal to call, which case to escalate, which offer to make. It moves analytics from describing the past to advising the present, putting prescriptive guidance directly in the rep's workflow.
Frequently Asked Questions
An AI-driven recommendation of the most effective next step to take with a customer, based on data and patterns, surfaced in the user's workflow.