Next Best Experience – Consumer

Problem & Business Impact

Generic customer interactions don't maximize engagement or satisfaction. Without real-time contextual personalization, conversion and loyalty opportunities are missed.

Measured impact:

• +28% customer engagement (app, web, USSD)
• +22% satisfaction (NPS)
• +35% conversion on recommended actions
• +15% ARPU via intelligent upsell

Data & Key Features

Real-time data sources

• Session behavior: pages viewed, duration, clicks
• Context: time, location, device, channel
• History: purchases, consumption, interactions
• Preferences: explicit and implicit
• Feedback: clicks, ignores, conversions

Recommendable actions

• Personalized commercial offers
• Content (articles, videos, tutorials)
• VAS services (activation, upgrade)
• Self-service (FAQ, chat, forms)
• Loyalty programs

Models & Methods

1. Reinforcement Learning: Multi-objective optimization

   • Maximize engagement × satisfaction × revenue
   • Contextual multi-armed bandits
   • Continuous learning

2. Collaborative Filtering: Customer similarities

   • "Customers like you enjoyed..."
   • Accuracy: 82%

KPIs & Performance Targets

| Metric | Target | Current | |--------|--------|---------| | Engagement | +28% | +30% | | NPS | +22% | +24% | | Recommendation conversion | +35% | +37% |