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Build for Change: Next Best Action

The real value from Big Data and analytics comes when every customer conversation delivers exactly the right message, the right offer, and the right level of service to both give the customer a great experience and maximize the customer’s value to the organization. With Pega's Next Best Action, business experts develop decision strategies that combine predictive analytics, adaptive analytics, traditional business rules.


This is your customer. You want him to buy your products, use your services, and have a great experience, and your competitors want the same thing. To compete, you have to take the right action with every customer touch, ensuring that each and every conversation delivers exactly the right message, the right offer, and the right level of service. You want to provide a great experience while maximizing the customer's value to your organization.

Big data and analytics are a start, but the real value comes when you can turn data into insight, into action, which means making coordinated decisions in real time, across all channels. Pega delivers this through a capability we call next best action.

In Pega, business people use browser-based forms to build decision strategies visually. These strategies combine predictive analytics with algorithms developed through mining large sets of data, adaptive analytics with self-learning algorithms that improve with each interaction, and traditional business rules that allow users to prioritize and arbitrate between decisions.

Pega uses the strategy to look across all the potential actions you may take with a customer, make an offer, initiate a retention plan, open a service case, start a collections process, and ensure that exactly the right action is taken at every interaction. And it works across all channels, to give a consistent experience, whether the customer is on the web, a mobile app, in a store, or calling a contact center.

Strategies can even be connected to streams, like social feeds or network events, to detect patterns and drive the next best action proactively. And strategies are completely contextual. Any change in the customer's context, a click, a reply, a location change, a tweet, will trigger the next best action, so you can really listen to your customers and act accordingly. Pega 7's next best action capability lets organizations optimize every customer interaction for experience and value.

Our world is constantly changing. Only Pega lets you build for change.


Product Area: Customer Decision Hub Topic: AI and Decisioning Challenge: 1-to-1 Marketing
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