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Standard outcomes

Updated on September 15, 2022

Pega Customer Decision Hub manages next best actions by assigning outcomes. Outcomes represent the state of an action in the context of an interaction, including a customer's response.

Pega Customer Decision Hub

For example, an action can be Pending (sent), Impression (opened or presented in an outbound channel), Clicked, or Accepted, and so on. Pega Customer Decision Hub records outcomes in Interaction History.

Standard outcome definitions and usage

Actions are managed automatically in two ways:

  • By Pega Customer Decision Hub, for example, Pending outbound emails.
  • By using Pega Customer Decision Hub API services, for example, UPlusCard web treatment Accepted.

When managing actions by using the API, out-of-the-box outcomes summarized below should be used to ensure that all Pega Customer Decision Hub features work as designed.

The default outcome that Pega Customer Decision Hub assigns to all outbound messages (email, SMS, or push) when an action is sent.
For inbound interactions, the Impression outcome should be used to disposition an action when it is presented to a customer. For outbound messages, Impression is used when a customer opens an email.
For a self-service digital channel, such as Web, Mobile, Email, or IVR, this outcome should be used to disposition an action when a customer responds in a positive way, for example, by clicking a link in a message.
For assisted channels, such as Call Center and Retail, this outcome should be used to disposition an action when a customer responds in a positive way, for example, by accepting an offer.
This outcome should be used to disposition an action when a customer responds in a negative way, for example, by rejecting an offer.
Pega Customer Decision Hub uses this outcome in Predictions for which a response time-out period is used. Pega Customer Decision Hub assigns the NoResponse outcome to an action when a period of time elapses (after a MakeDecision request), and no customer response is received within that time.

Features that rely on standard outcomes

The standard outcomes that Pega Customer Decision Hub provides out of the box are an integral part of the following core features:

Important: Standard outcomes are channel-specific. These features look for specific outcomes depending on the channel. Modifying the standard outcomes or defining custom outcomes can break the core features that use the standard outcomes for predictions, suppression, simulations, and reporting. Only add a custom outcome when the standard outcomes do not cover your use case. When implementing a custom outcome, an experienced System Architect should carefully update the configuration of Predictions, adaptive models, discovery tools, and contact policies, as well as the underlying VBD KPIs, to ensure that these features work as intended and without any failures.

Predicted outcomes

In predictive modeling, outcomes are the results that you want to predict based on the available predictors, which are properties that might show an association with the predicted outcome. Outcomes can be associated with positive or negative results. For example, in a binary outcome model, you might have two outcomes: Accept and Reject, which represent whether a customer is likely to accept or reject an offer.

The standard Predictions and adaptive models that are built into Next-Best-Action strategy framework are configured to predict specific outcomes. See Standard Predictions and adaptive models.

Outcome tracking in discovery tools

By default, discovery tools, such as Action Performance and Scenario Planner, use the following outcomes to run simulations and provide a wide range of performance metrics:

ChannelTracked outcomes
ATMImpression, Clicked
Call Center (inbound)Impression, Accepted
Call Center (outbound)Impression, Accepted
Direct mailPending, Clicked
EmailPending, Impression, Clicked
IVRImpression, Clicked
MobileImpression, Clicked
PaidImpression, Clicked, Accepted
PushPending, Impression, Clicked
Retail (inbound)Impression, Accepted
Retail (outbound)Impression, Accepted
SMSPending, Impression, Clicked
WebImpression, Clicked

Outcome tracking in contact policies

When creating a contact policy, you can suppress actions in a specific channel by tracking one of the following standard outcomes:

  • Accepted
  • Clicked
  • Impression
  • MaybeLater
  • NoResponse
  • Pending
  • Rejected

For example, you can suppress an action for a limited time after a specific number of clicks. See Creating a contact policy.

  • Previous topic Understanding Next-Best-Action Designer channels
  • Next topic Understanding the Next-Best-Action strategy framework

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