Next best offer
Choosing, for one customer, the single offer most likely to help, among products the customer is already eligible for.
Category
How a model is chosen and adapted
Related terms
A next best offer is the one offer chosen for a specific customer, among the products that customer is already eligible for, by weighing the chance of acceptance against the product's value, the risk cost, and contact limits.
How it is built
Eligibility comes first, from the bank's own credit model and policy, so no customer is offered something they would be declined for. Propensity models estimate acceptance per product; where past campaigns had randomized control groups, uplift models estimate the change an offer makes rather than acceptance that would have happened anyway. A ranking step picks one offer, with reason codes, and respects the customer's message permissions.
Who decides
Nothing is sent automatically. The relationship manager decides whether and how to present the offer, and the customer decides. The next best offer use case adds a small language model that writes talking points grounded only in the supplied facts.
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