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Case Study

Commonwealth Bank of Australia wins Celent's Model Bank 2020 Award for Customer Engagement

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Commonwealth Bank of Australia (CommBank) has been recognized as the winner of Celent's Model Bank 2020 Award for Customer Engagement. The main driver that has propelled CommBank to the top has been its Customer Engagement Engine (CEE) program which utilizes Pega's Customer Decision Hub as its platform.

The migration to Pega was triggered by the need to replace disparate technologies and create a single decision-making engine for customer conversations across all channels. CommBank decided to facilitate a shift away from segmented batch-and-blast campaigns to deliver customer journeys powered by data insights applied in real time and at scale.

While utilizing Pega's Customer Decision Hub, CommBank has been able realize award-winning results including:

  • 20 million+ Next Best Conversations per day
  • Up to 66% uplift in click-through rates
  • Demonstrable improvement in customer satisfaction
  • Step change improvement in AI model management capacity


Challenge: 1-to-1 Marketing Challenge: Customer Engagement Industry: Financial Services Topic: AI and Decisioning

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