Next-best-action framework

nib needed a decisioning framework model. Complete with predictive modelling and omnichannel considerations, the resulting framework needed to engage members more effectively and proactively deliver tailored solutions that meet members' immediate and longer-term health needs.

Following the completion of a more extensive CX audit, we choreographed the member data and insights into an actionable framework that enables deep and loyal connections with members focused on delivering the right action at every customer touchpoint. We focused on aligning the framework around four simple and effective capabilities to deliver personalisation goals, defining and orchestrating data and actions with context. We then standardised within propensity formulas that could be delivered when and where the member needed. 

Notably, the framework supported the end goal of 1:1 personalisation while providing a blueprint to guide optimisation initiatives while building the internal decisioning capability.

Working collaboratively with the core nib team, we developed a new decisioning blueprint, emphasising core transformational ambitions, and defined an ownable end-to-end framework for implementation. This next-best-action framework supports a broader pipeline of objectives of the nib group and integrates seamlessly with existing and desired digital capabilities.