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Digitally mapping the customer journey

Customer journeys are changing – from predetermined paths into flexible, digital journeys that adapt to consumer needs in the moment.
Mapping the customer journey – digitally

Unified Touchpoints

Unified Touchpoints

Customer journey mapping involves more channels and touchpoints than ever before. To combat attrition, brands must learn to communicate across channels.

Better Experiences

Better Experiences

Consumers are looking for relevant, connected, and secure experiences. And it’s changing the landscape of customer engagement with brands.



As customers click, browse, and engage with a brand, their context and needs change rapidly – putting customers in control of their own journeys.

Artificial Intelligence

Modern customers journeys don’t move in a straight line, they start and stop, change directions, or occur at the same time on different channels or devices. AI adapts to that flow, so brands can keep up with the changing needs of their customers.

Predictive analytics and machine learning

AI utilizes predictive analytics and machine learning to prioritize across all journeys and pick the best one for the moment by reacting to customer data signals as they happen. This kind of real-time adaptation enables an elevated, personalized customer experience.

Predictive Analysis

Real-time customer journey mapping

Personalized offers

Present the best offer in real time

Next Best Action (NBA) lets brands present the best offer or action that aligns with exactly where a customer is across any channel – prioritizing across the many journeys a customer can be on as their needs change.

Customer-centric approach

Apply empathy to every interaction

Rather than a sales-first approach, this customer-centric approach demonstrates empathy as the brand responds to a consumer’s unique needs, traditionally driven by rules and logic not customer context or propensity.

Apply empathy to every interaction
Increased customer lifetime value

Generate better outcomes more efficiently

By earning the right to sell and drastically reducing the amount of time and resources required to build and maintain traditional journey workflows, organizations can drive better business outcomes like increasing customer lifetime value (CLV).

Generate better outcomes more efficiently
Unified customer experience

Bring together your engagement channels

At Pega, AI-enabled journeys are powered by Pega Customer Decision Hub™, acting as the brain that sits in the middle of all your marketing and engagement channels to unify and improve a customer’s experience.

Bring together your engagement channels
How Pega Customer Decision Hub optimizes every journey
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