When is the Next Best Action model created?

The Next Best Action model is created at the beginning of a project and is continuously updated throughout the business-as-usual (BAU) operations. This approach ensures that the model can adapt to changing circumstances, customer behaviors, and business objectives over time. By initiating the model early, organizations can start collecting relevant data and insights, which can inform decision-making right from the outset.

Updating the model during BAU is crucial because it allows for the incorporation of real-time data and feedback, ensuring that the actions recommended remain relevant and effective in response to evolving market conditions or customer preferences. This dynamic nature of the model is essential for optimizing customer interactions and maximizing value in decision-making processes.

Creating a model only after project implementation, at the end of the project, or during the maintenance phase would limit its effectiveness, as it would not take advantage of early insights and ongoing data collection that enhance decision-making throughout the project lifecycle.