Customers want a personalized experience when interacting with brands. While marketers are innovating around delivering on personalization, one solution is often overlooked: decisioning. Decisioning, also known as decision management, provides real-time, interactive information on customers to brands and enables them to make smart decisions by analyzing big data, business rules, and predictive analysis. 

While technology is a part of the solution, decisioning itself is not a product. Decisioning, combined with artificial intelligence and machine learning, enables brands to deliver smarter interactions with consumers at every available touchpoint. In doing so, brands transform how they create, implement, and define customer strategy and their experience in their ecosystem. Brands need to learn decisioning to keep pace with the demands of their customers, especially as web-browsers sunset third-party internet cookies and that layer of insight about consumer behavior go away.

Even with the demise of third-party cookies, smart decisioning allows businesses to address other pain points like siloed work structures, lack of customer knowledge, and limited tools to meet the increased demand for personalization. Decisioning can require a change in organizational structure as it places first-party customer data as the source of real-time, reliable feedback. As brands enter the new cookieless world, decisioning equips them to handle the changes and provide a foundation to build the digital experience. 

The next step is to bring customer experience to the core of the brand. In doing so, marketers can put decisioning to work to determine the needs of both the business and guide their interactions with consumers to deliver on those goals. By empowering this change, brands can unify their data and deliver integrated solutions that are personalized for the customer’s experience. 

Now, more than ever, brands need to develop new methods to gain customer data that can personalize their digital experience in a positive way. To start, marketers can embrace a “decision first” mentality, where the approach begins with the needs of the brand and its customers. This is the time to look at the big picture and learn what consumers value most. 

To learn more about how decisioning can transform your customer experience strategy, click here.