McKinsey’s Growth, Marketing & Sales Practice, introduces the concept of the “next best experience”—an AI-powered customer experience capability that proactively delivers personalized interactions at optimal times. The authors explain that by leveraging AI and generative AI, companies can achieve significant improvements, including a 15 to 20 percent enhancement in customer satisfaction and an increase of 5 to 8 percent in revenue, while substantially reducing the cost to serve. The article contrasts this approach with traditional “push” methods, detailing how the next best experience engine uses data engineering, advanced analytics (including propensity and value models), gen AI for content personalization, and a campaign delivery platform to orchestrate seamless customer journeys. Finally, the source outlines six practical steps for organizations to construct and implement this AI engine, emphasizing that success requires embedding the technology into workflows and addressing organizational change, not just focusing on the technology itself.
