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Improving customer experience with next-best-action on owned channels

Updated on September 15, 2022
Note: For later versions of this article, see Defining next best actions with Next-Best-Action Designer.

Next-best-action provides personalized decisions based on predictive and adaptive analytics, and traditional business rules such as engagement policies, contact policies and arbitration. You can define next-best-action decisions and requirements which apply to the whole organization, or to specific business issues or groups.

Pega Customer Decision Hub

Next-Best-Action Designer is organized according to the high-level workflow which is needed to fully configure next best action for your organization. Follow the workflow to define the business structure for your organization, implement channel limits and constraints, define the rules that control which actions you offer to which customers, configure how actions are prioritized, and finally specify when and where you want to trigger Next-Best-Action. As you define various aspects of Next-Best-Action, Pega Customer Decision Hub builds an underlying Next-Best-Action Strategy framework based on your criteria. If later you want to modify this strategy, you can do that from Next-Best-Action Designer's intuitive, transparent interface, instead of by editing the strategy canvas directly.

You can quickly import them by using a predefined template, or configure them manually.

Importing next-best-action settings from a template

To speed up and simplify the process of implementing next-best-action, Pega provides predefined templates that contain next-best-action settings commonly used by organizations in the Communications and Financial Services industries. For more information, see Importing Next-Best-Action settings from a template.

Configuring next-best-action settings manually

You can tweak each relevant part of next-best-action settings to match the requirements of your organization. For more information, see the following topics:

  • Understanding Next-Best-Action Designer basics

    The Next-Best-Action Designer user interface provides an easy to use, guided way to define, manage and monitor your next-best-actions across your inbound and outbound channels.

  • Importing Next-Best-Action settings from a template

    To accelerate the process of implementing next-best-action, use predefined templates that contain next-best-action settings.

  • Manually defining the structure of business issues and groups

    Use the Next-Best-Action Designer to build the structure of business issues and groups in your organization.

  • Managing actions

    An action holds various details about a particular offering, such as Start Date, End Date, and Expected Revenue. In addition to the proposition data, the Action rule enables the user to visually specify the flow of steps for a particular offering (Flow).

  • Setting constraints, outbound limits, and controls

    You can restrict the number of contacts a customer receives in a given period of time, or configure an automatic pause for actions after a specific number of outcomes.

  • Configuring engagement policies for business groups

    Edit each group and define eligibility, relevancy, and suitability conditions for actions associated with this group.

  • Configuring engagement policies for actions

    Define eligibility, applicability, and suitability conditions for your actions. Engagement policies allow you to specify the conditions under which an action or group of actions is eligible for a customer.

  • Prioritizing actions based on customer relevance and business priority

    On the Arbitration tab of the Next-Best-Action Designer, you can define the AI controls used to decision on the Next-Best-Action for each customer. The customer data and insights help provide proactive contextual actions according to the customer's propensity, context, and other factors.

  • Enabling channels and defining triggers

    Select the channels which you use to communicate with your customers, as well as the triggers that cause Pega Customer Decision Hub to decision on Next-Best-Actions.

  • Defining treatments for actions

    A treatment represents how the action is presented and experienced by a customer in a specific communication channel. You can define treatments for a number of built-in and custom channels, such as email, web, and others.

  • Defining customer audiences with customer segments

    Use customer segments to identify a group of customer entities to use as audience in always-on outbound campaigns.

  • Seed Lists

    A Seed List is a collection of artificial entities (also called “seeds”) that can be used to test, monitor, and validate various aspects of the processing infrastructure. For example, such a list can be used to test the timeliness and reliability of processes being handled by a third party.

  • Predicting customer behavior

    Address your customers' needs better by predicting customer behavior with predictions. For example, you can determine the probability of a customer accepting an offer or the likelihood of a customer discontinuing a subscription (churn).

  • Managing content in real-time channels with real-time containers

    Real-Time Containers provide an easy low-code or no-code way for marketers to manage content that appears in real-time channels, such as web and mobile. As an example, a marketer may define a Container to represent a region of a web page. They can then associate the Container with a Campaign or a Next-Best-Action in the Next-Best-Action Designer. In real-time when the Container is called (say on a web page), the associated Campaign or a Next-Best-Action is executed and the Container gets populated with results.

  • Responding to real-time customer engagement with real-time event triggers

    Events provide a mechanism for responding to real-time marketing opportunities. An Event is essentially an entry-point into the application which can be initiated by internal or external systems. Events can be mapped to Multi-Channel Campaigns and can trigger their execution.

  • Increasing customer engagement with microsites (deprecated)

    A Microsite is a collection of one or more pages which can function as a standalone entity. Microsites can be also be embedded into existing websites. They can be used for various marketing purposes, such as product announcements and lead generation.

  • Extending the capabilities of next best action with customized strategies

    In Pega Customer Decision Hub, strategies are the underlying mechanism that determines which action are selected for which customers.

  • Supplementing next-best-action with traditional outbound campaigns

    In Pega Customer Decision Hub, campaigns provide an additional mechanism to deliver actions to customers and monitor the action performance.

  • Using customer journeys to influence next-best-actions

    Customer journeys are a sum of the experiences that your customers go through when interacting with your organization. Rather than looking at just part of an experience or transaction, the customer journey documents the full spectrum of the customer experience.

  • Previous topic Understanding the relationship between Pega Customer Decision Hub, Pega Marketing, and decision management
  • Next topic Understanding Next-Best-Action Designer basics

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