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Pega Customer Decision Hub for Communications Product Overview

Updated on March 16, 2022

Pega Customer Decision Hub for Communications is a comprehensive marketing and decision management application built for the communications industry. The application provides features to personalize customer engagements across all inbound and outbound channels, dynamically manage omni-channel conversations (from action design to fulfillment), drive revenue growth, retain customers, increase customer lifetime value (CLV), and manage investment budget.

The application increases the prospect conversion rate and the communication service provider's average revenue per user (ARPU) by using AI to suggest the best action to the customer at the right time, reduces the churn rate by pro-active retention, and increases campaign effectiveness by providing the prospects with personalized bundles/actions.

Pega Customer Decision Hub for Communications overview

Note: If you are implementing a new Pega Customer Decision Hub project, you should start with the standard Pega Customer Decision Hub and use the Data Model and Next-Best-Action Designer Template. For more details, see Applying communications accelerators. This documentation pertains to Pega Customer Decision Hub for Communications and is provided for historical purposes only.
Pega Customer Decision Hub for Communications is built on the Pega industry-leading marketing and decision management application, which uniquely combines predictive and adaptive analytics, real-time decisioning, and business process management. With this application, communications companies can take advantage of the Pega Next-Best-Action (NBA) approach to customer engagement.

Note: Pega Customer Decision Hub for Communications provides a sample application with pre-built features and capabilities for Telco organizations. This document refers to features that are for reference. Sample application is an optional application for installation. The application also provides enhanced negotiation features by leveraging NBA and AI capabilities.

Organizations can use a portal/landing page to configure the preferences and customize them to fit various personas. Pega Customer Decision Hub for Communications leverages these preferences, as well as NBA and AI capabilities, to recommend actions. Prospects can choose their personal settings to build a bundle of choice, providing a superior experience of buying what they want. The application also enables a choice of various preconfigured personalized bundles.

Pega Customer Decision Hub for Communications allows to select services with a click of a button. If a toggle button is enabled for a service category, a best-fitted plan is added to a cart by default. A smart recommendation is shown in the same service category with an add-on offer to help build the cart without effort. If the toggle button is disabled, all actions related to that service category are automatically removed from the cart.

The application provides flexibility to switch seamlessly between personalized and advertised bundles without any interruption, thus making the customer journey efficient. Prospects can replace single or multiple actions in the bundle of their choice and continue with purchase process without any hassle. All these features can be extended and customized or be used off-the-shelf as per business needs.

As the name suggests, this engagement type uses a consultative approach to sell by putting the customer in charge of the conversation while ensuring that the negotiation stays within the budgets calculated for this customer. The personalized bundle or the advertised one can easily be further modified per the conversation with the customer or the prospect.

The application now also provides a Compare button which can greatly aid a conversation with the customer. Clicking this button displays all bundles in a modal dialog along with the benefits of each bundle, description of the services, and a budget indicator.

This feature is also omni-channel. Using Pega Customer Decision Hub for Communications, a CSP can integrate the Negotiation feature in their self-service channels, too.

Negotiation can be used in journeys such as acquisition and retention:

  • In an acquisition journey, a prospect is targeted and, using the Negotiation capability, converted into a customer.
  • In a retention journey, a customer is retained and churn is prevented by using the powerful negotiation capability. Telcos protect themselves from competition by preventing churn.

The specifics of the acquisition and retention use cases are detailed below.

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