In almost every Customer Decision Hub engagement I’ve been involved in, the same conversation surfaces sooner or later. Sometimes it appears early, sometimes only once a programme is already live, but it is there. The question is not whether to use PxV arbitration, but what we actually mean by value,…

I hear and feel the “fears” you mention all the time @LEWIA . Great to see some guidance on this. Would be good to learn how to assign Value to ‘non-revenue outcomes’ as this gets raised often.

Yes Chris, that’s a fair question. What I’ve shared here is really a set of principles rather than a how‑to. They don’t remove the need to actually design a value scheme across actions and outcomes, they are more about putting some guardrails and principles around how that thinking evolves. Non‑sal…

Great article and guidance! Let me abuse it to add one of my pet topics as it is related, looking forward to comments/discussion. If I can make one ‘quant’-oriented comment: defining priority as PxV is not an optimal strategy (we also are doing something more subtle under the covers I think but tha…

Thanks Peter. Not surprised to see you jumping in as I know this is a subject dear to yout heart :slightly_smiling_face:. I think you’re absolutely right on the non‑independence point. We’re not running isolated experiment, we are engaging customers repeatedly over time. If we keep putting things i…

Beyond Customer Propensity: Incorporating Business Value in AI‑Driven Next Best Action

LEWIA (Andy Lewis) March 3, 2026, 8:38pm 6

I have now written about this problem - and also some notes on the proper time required to defrost a woolly mammoth.

Beyond PxV: Accounting for Non-Spherical Customers in Next-Best-Action

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Beyond Customer Propensity: Incorporating Business Value in AI‑Driven Next Best Action

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