Project Overview

Following a more extensive CX audit, nib engaged T&H to build a next-best-action framework. The resulting framework provided the modelling to deliver tailored solutions more effectively and proactively improve customer experience. Additionally, it formed the blueprint for further innovation in the customer experience and machine learning space, via test-and-learn interaction capabilities.

Customer objective

Helping members experience and get more value from brand engagement communications.

Business Objective

Crafting a market-leading, business-to-customer, next-best-action framework for the digital age to support predictive modelling capabilities now and into the future.


nib is a health insurer on a mission - connecting people to the right information and tools needed to make informed decisions about their health. To realise this mission nib is advancing its digital platform capabilities, including leveraging machine learning to engage members in a whole new way.


Health Insurance, Health & Pharmaceuticals, Loyalty

Company size:


Collaborated with T&H:

2021 - ongoing

nib next-best-action framework approach

nib needed a decisioning framework model. Complete with predictive modelling and omnichannel considerations, the resulting framework needed to engage members more effectively and proactively deliver tailored solutions that meet members' immediate and longer-term health needs.

Following the completion of a more extensive CX audit, we choreographed the member data and insights into an actionable framework that enables deep and loyal connections with members focused on delivering the right action at every customer touchpoint. We focused on aligning the framework around four simple and effective capabilities to deliver personalisation goals, defining and orchestrating data and actions with context. We then standardised within propensity formulas that could be delivered when and where the member needed. 

Notably, the framework supported the end goal of 1:1 personalisation while providing a blueprint to guide optimisation initiatives while building the internal decisioning capability.

nib next-best-action framework results

Working collaboratively with the core nib team, we developed a new decisioning blueprint, emphasising core transformational ambitions, and defined an ownable end-to-end framework for implementation. This next-best-action framework supports a broader pipeline of objectives of the nib group and integrates seamlessly with existing and desired digital capabilities.

A trusted partner to Australia’s leading customer-obsessed brands


Start creating lasting customer relationships today