Definition
A Salesforce feature (part of Einstein Next Best Action) that uses strategies combining business rules and predictive models to recommend specific actions or offers to users at the point of customer interaction.
Real-World Example
a solutions architect at DeepSight Analytics uses Next Best Action to enhance decision-making with AI-driven insights embedded directly in the CRM workflow. Next Best Action processes thousands of records and delivers actionable recommendations that help the team prioritize their efforts and improve outcomes measurably.
Why Next Best Action Matters
Next Best Action is a Salesforce feature (part of Einstein Next Best Action) that uses strategies combining business rules and predictive models to recommend specific actions or offers to users at the point of customer interaction. The system analyzes the customer context (current data, history, predicted behavior) and surfaces the recommended action: offer a discount, suggest an upsell, schedule a follow-up, route to a specialist, or whatever the strategy determines is most valuable in that moment.
Next Best Action is one of the most impactful Einstein features for improving customer interactions because it brings AI-powered recommendations directly into agent and rep workflows. Without it, users rely on memory and judgment to figure out what to do next, with quality varying widely. With it, the platform provides consistent recommendations grounded in data and rules. Mature Next Best Action programs invest in strategy design, recommendation curation, and ongoing measurement to improve the recommendations over time.
How Organizations Use Next Best Action
- •TrueNorth Software — Uses Einstein Next Best Action to recommend upsell offers to sales reps during customer calls, based on predicted likelihood of success.
- •CloudNine Solutions — Built service-side Next Best Action recommendations that suggest case resolution paths to agents based on similar past cases.
- •Apex Analytics — Treats Next Best Action as a way to operationalize their analytics insights, turning predictions into recommended actions.