02 — Capability · BC-460.40
Personalization & Lifecycle Engagement
Treat each customer according to who they are and where they are in the relationship — the right message, offer or action at the right time — within the preferences and consent they have given.
- Customer Engagement
- Lifecycle Marketing
- Next Best Action
In scope
- Next best action and offer decisioning
- Lifecycle communication from onboarding to win-back
- Preference and consent capture and enforcement
Out of scope
- The segments and scores the decisions draw on (see BC-410)
- Privacy law interpretation and policy (see BC-140)
Realized by · 3
- Salesforce · Marketing Cloudstrong
- Salesforce · Data Cloudpartial
- Okta · Customer Identitystrong
Used in · 0
- Not yet placed on a value stream.
Build it · 0
- Nothing in the library points here yet.
Decomposes into · 3
- BC-460.40.10Next Best ActionDecide in the moment which message, offer or service action a customer should receive, based on their profile and the channel they are in.
- BC-460.40.20Lifecycle CommunicationRun the programs that onboard new customers, deepen use, mark milestones and attempt win-back, each triggered by where the customer actually is.
- BC-460.40.30Preference & Consent ManagementCapture each customer's channel, frequency and data-use choices once, enforce them everywhere, and honor changes and withdrawals promptly.