Next-Best-Action engagement strategies

Customer-centric approach to customer engagement that combines traditional business rules with predictive and adaptive analytics to provide real-time and batch marketing actions and treatments to drive customer lifetime value. This includes the capabilities to allow marketers to create a cross-channel engagement strategy that continuously look at customer history and many different customizable attributes to determine the top action, best time, specific treatment, and best channel to interact with customers and prospects.

Pega Next-Best-Action Advisor

An agent-assisted channel application that provides a best practice implementation of Next-Best-Action for use by call center agents, retail users and brokers. Includes UI panels and decision logic for action presentment, bundle negotiation, what-if analysis, needs assessment and house-holding. Pega Next-Best-Action Advisor provides flexible deployment options, allowing it to be deployed within Pega Customer Service and Pega Sales Automation, as a standalone application or embedded within a third-party desktop.

Retail Advisor

Retail Advisor extends the power and capabilities of Next-Best-Action for Sales, Servicing, and Marketing for retail employees and self-service kiosks. Customers can look on with employees to configure personalized product bundles at their convenience on a tablet device.

Paid Media Manager

Paid Media Manager extends Next-Best-Action to modern digital advertising platforms, such as Facebook Ads and Google Ads. Each individual's Next-Best-Action is communicated through audiences on ad platforms.

Traditional advertising campaign management tools rely on audience-based mechanisms and anonymized data segments which can be shared outside the enterprise firewall to determine what ad each individual should see. With Paid Media Manager, action, eligibility, and priority decisions are made with the full fidelity of enterprise data and intelligence within the enterprise firewall, in the same way as with other Pega Customer Decision Hub-enabled channels.

Paid Media Manager uses the latest Next-Best-Action strategy execution to place individuals into audiences and leverages these audiences on ad platforms to target the individual with the right action at the right priority. Each paid run results in the audiences being updated according to the latest next-best-action for each individual, as in the following figure:

In this way each known individual, including customers and prospects, can be targeted with ads based on individual-level decisioning rather than audience-based rules. These decisions and the model-based learning which powers them can run on the full fidelity of enterprise data within the firewall. Only the action-based decision is communicated to the advertising platforms in the form of individual audience updates.

Shared marketing components

Pega Customer Decision Hub includes a core set of Pega-provided marketing capabilities leveraged by every module of the solution that allows marketers to design, execute, deliver, and adapt to marketing strategies. Pega shared components include a consolidated marketer's portal that has customizable dashboards, next-best-action design, treatment design, channel configuration, constraints optimization, and response management.

Inbound and Outbound Interaction Management

Manage your customer engagements and next-best-actions across inbound and outbound channels.

Inbound channels that Pega Customer Decision Hub supports include web, call center, mobile, retail, IVR, and ATM. For outbound capabilities, Pega Customer Decision Hub supports email, SMS and push, as well as external paid channels through the use of Paid Media Manager. You can also define your own channels are required.