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.
For example, an action can be
Impression (opened or presented in an outbound channel),
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,
- By using Pega Customer Decision Hub API services, for example, UPlusCard web
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
Impressionoutcome should be used to disposition an action when it is presented to a customer. For outbound messages,
Impressionis 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
NoResponseoutcome 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:
- Standard Predictions and adaptive models
- Contact policies in Next-Best-Action Designer
- Discovery tools, including Action Performance and Scenario Planner
- Visual Business Director (VBD) KPIs
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:
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
|Call Center (inbound)|
|Call Center (outbound)|
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:
For example, you can suppress an action for a limited time after a specific number of clicks. See Creating a contact policy.