The energy industry in Australia is facing challenges with increasing churn rate and slow growth in a highly competitive market. In response to this, the largest energy provider in the country has decided to transition into a customer-centric engagement model by building a Next-Best-Action solution. This solution aims to transform the digital experience for its customers by providing them with a consistent and relevant omni-channel digital experience. By prioritizing the offerings based on business objectives and customer needs, the energy provider hopes to enhance the overall customer experience and address the challenges of churn and slow growth in the market.