What is a next-best-action engine and why does it matter now? Executives face a simple choice. Leaders either orchestrate decisions in real time or let

What is decisioning in CX and why should leaders care? Decisioning selects the next best action for a customer at a specific time. It uses

Why does real-time decisioning matter in service? Leaders run services that face live customer intent. Customers expect the next step to make sense. Teams struggle

What do we mean by personalisation in customer experience? Personalisation in customer experience means tailoring interactions, offers, and service based on a customer’s explicit data

What problem did the insurer face in 2025? A regional multiline insurer saw rising customer churn in motor and home lines and a widening gap

Why should CX leaders measure model performance with rigor? Executives run transformation on evidence. Evidence requires models that predict customer behavior, triage service demand, and