Next Best Action (also known as best next action, next best activity or recommended action), is a customer-centric approach to marketing that considers multiple different actions that could be taken for a specific customer and then decides on the best one to provide. Moreover, Next Best Action commonly requires the need for automated self-learning decisions, using machine learning, to make a decision in real-time that will improve the chances of a conversion at the moment that a customer is making a purchase decision.
