Picture this: You, an advisor at a financial services firm, are interacting with customers. You have at your disposal an enormous amount of information related to their likes and dislikes, along with a comprehensive overview of their finances. 

Some of you may be familiar with Next Best Action in the context of Sales & Marketing, where the consideration is which offer is most appropriate for which customer at a point in time. Extending Next Best Action to customer service seems a natural progression, considering the service representative is already engaged with the customer, and presuming the interaction went well, means extending the dialog with an appropriate offer. 

Will they run the markets and become our new overlords? Pushing science fiction aside, I think there are some key realistic expectations we can all start to consider as achievable with today’s technology.