PegaWorld 2025: Adqura, Natwest & Suncorp: Transforming Marketing with Customer Engagement Blueprint

PegaWorld 2025: Adqura, NatWest & Suncorp – Transforming Marketing & Customer Engagement

First of all, I'd just like to say thank you for coming to this session. It's about transforming marketing with the customer engagement blueprint, as it says. Um, I think what we've got here, you'll see, we've got one of our partners and two of our clients talk about Blueprint and some of the the opportunities there. It's pretty packed session of questions that we've got. So I will just jump right into the topic at hand. Um, so first of all, I'll just do introductions. I myself am Phillip Mann, the director of Business Excellence at Pega. I'm part of a small strategic team under Rob Walker's organization, who you would have seen today on the keynote at the focus of our team is to work on best practices for CDH. So trying to define and drive best practice adoption around our clients globally. But enough about me, really. Let's just get on to the main people here. So, Amy, can you start? Hi, I'm Amy, I lead personalization for Suncorp Bank in Australia. We've been there 17 years and had various roles across business and technology. So I do have a background in enterprise business design and a passion for psychology, particularly for the study of identity and how that drives our behaviors face to face and online. I'm a mother and a stepmother to four beautiful pre-teen children, so we're also starting to navigate the world of online behaviors at home, which can be quite interesting. All these passions have led me into the world of digital personalization and how we can bring data, technology, and of course, the customer centricity together to create value from all of this. Great. Thank you Liana. Hi everyone. I'm Leana Kielkowicz. I'm a Decisioning Lead at Natwest. I've been there two years, although I do have a career spanning nearly 20 years now working with CDH and Cordiant. Um again had many roles over over the nearly two decades, um, pretty much centered around business transformation. Obviously looking at how we technically implement Pega and obviously back then Cordiant. Um, also the strategic integration of Pega with the wider martech kind of, um, stack and obviously leading on things like the customer transformation, that cultural shift to change, how we move away from kind of the traditional kind of base communications, traditional comms to that always on kind of paradigm that Pega allows us to adopt. Great. And Samir, finally yourself. Hi everyone. My name is Sameer Prakash. I'm the CTO and co- founder of Adqura, one of the partners here. We specialize in Pega CDH. That's what we do. I've been associated with CDH and marketing for over 20 years now. I've worked with a number of telcos in Europe, worked with Lloyds Banking Group Financial Services. 2013 was our first engagement as Adqura and over the years last ten years. Now 12 years, we've delivered utilities, we've delivered decisioning into telcos. Vodafone is one of our biggest clients. Happy to be here today. We also actively work with prospects and clients in regions of Turkey, South America, and I'm hoping to share some of that experience with you today. Fantastic. Well, it is really, honestly, truly great to have you all here with us today. So you bring a sort of a deep and a wide set of experiences with CDH, and I'm looking forward to hearing you share some of those experiences. Um, I think the first thing is we can say there's been no shortage of people talking about Blueprint.

So unless you've been hiding out in the hotel room all the time, I think we can skip the overall concept of what Blueprint is. Um, but I do hope you've had a chance to go to the innovation lab. Try Blueprint for yourself if you haven't. For some clients, it may just be the first time. And you've also seen the direction of travel that we've got with Blueprint seeing some of the demos of the new features that will be coming out very soon. Um, there is one thing though, after some conversations today with some clients that I wanted to really bring up, is what we've got today and what we'll be releasing in sort of version 25 and the future releases. So even right now, today, you can go to Blueprint, plug in your information about your company, it'll go to the website, scrape the website. It'll help you create journeys, actions, treatments, the taxonomy. You can do that today. You can also take that and import it directly into CDH. You can do that today as well. But what you may have seen, Rob talks a little bit about it. You've seen it with the platform and you hopefully have seen it in Innovation Lab. We are adding in much more of the Agentic piece, and we are adding in the ability to add and sort of your own documents and bring this rich information in which you want to be clear that the Blueprint is real. It's there today. You can use it, you can import today, and there'll be more features coming along the way. So with that out of the way. I'm going to move just to this slide and then we'll move on to the panel. Questions. I thought it would be good to set the context. When we think about Blueprint today, not so much how it works, because we've all kind of seen that. Let's think about what it is and what we want to do with it. And hopefully this sort of slide gets you straight to the heart of how we think about it. There's really the objectives, first of all. So first of all, I think we've seen that Blueprint is a great tool for educating customers. So stakeholders, you know, you don't have to have a veteran subject matter expert in CDH to explain to your internal stakeholders what CDH is, what Next Best Action Designer paradigm looks like. And so that second objective for us is to be able to ideate. Once we've educated people and they've got on board, how can we ideas in a really more of a free form position where I don't have to worry about building things in the system and I don't have to be ideating on PowerPoints? I think Blueprint is a great tool for that. And finally, number three is the creation. How can I take these ideas that I've planned out, and how can I actually create things in CDH from it? So those are the objectives. And then the use cases I think for Blueprint would be first of all is the first of all is starting. So delivering an MLP with these existing first net new clients, these prospects. And I don't think I think it's fair to say that was our initial focus and sort of set of use cases for Blueprint for 1 to 1 customer engagement. But what we've been doing, the capabilities are there for grow and bore today as I've described. But I think what you'll see in the second half of the year, and you've seen in innovation labs, is more and more focus on the ability to handle the growing and expanding of your CDH footprint and running your business operations using the functionalities and the agents inside of the Blueprint. But really, that's it. Out of the day. That's that sort of groundwork out of the way. And now we can just go through the questions and hopefully just keep in mind some of these things around the objectives and the use cases that we have for Blueprint. Is that done now? So, Samir. Yes. We'll go with you first. Um, you were involved early on with some of our other partners and internally with the Pega crew and what we called a friends and family release. So you got to see and work with Blueprint before it went live. So you've been using it for quite some time, but you've actually also as a partner, you've had an opportunity to work with some prospective clients. So we talked about the use cases of new customers and existing customers. Can you give us some sort of perspective of what you've been doing, specifically with the prospects first, and how that's played out for you? Yeah. Okay. Thank you. So as I mentioned in my introduction, uh, as a Pega partner, we work very closely with Pega, um, advocating evangelizing this new paradigm shift to Next Best Action from traditional campaign management. Um, it's a difficult enough topic, and it's probably made more difficult because these days we tend to do sessions in teams and trying to communicate ideas across using PowerPoints and animations, etc.. So in that world, having Blueprint has been a bit of a godsend. Uh, it's really powerful. And I'll give you an example in a minute as to what we have achieved with it. But as a headline, it's really powerful to communicate what Next Best Action is about, but it's very interactive as well. So the analogy that I talk about, we talk about is Adqura when we go out is it is a blueprint. So an architect, imagine building a house with you using a blueprint. So let's sit down together. And I'm not going to tell you this is your house that you have to move into. This is what Pega is saying you should use. Let's talk about where do you want the window? Where do you want the doors? Let's build it together. So that's the first aspect of it. Secondly, it's you mentioned this, Philip. The fact that I don't have to then go away and wait for somebody to code, something that is happening on the fly as we're going through it, as you probably have seen in your in the demos, is really powerful. So let me bring that a bit more to life with an example of a prospect we work with in South America. It's a bank. It's a medium large sized bank, very interested in how they can modernize what they do with their campaign management system. So what we did is we did a two day workshop with them. The first day was just understanding how do they actually run the campaigns, where are the challenges, etc.. And on the second day, what we did was we actually did a bit of pre-work and we had at the end 35 people turn up for that workshop. So the people from brand, from channels, from product managers to marketing, etc. and then we did a bit of a preamble, just 3 or 4 slides.

Talk about what Next Best Action is. This is what we're trying to do, the use of AI these days, some examples of how cool AI is. And then we broke them into two groups. One group went away and they built credit card onboarding journey with a focus on sales. And the second one did it in service. And then for the sales one, which I went with, actually the whole session was run in Spanish. Um, when we ran the session, we actually had, you know, as you go through, you'll see we're building personas and people started actually engaging. So these are brand people, channel people who have no idea what Next Best Action or CDH is. They start talking about, yes, these are the kind of people we want to talk about.

Actually that's me. It looks like me. This is the kind of person I am. So we started building all of those experiences. That's what we call it in Blueprint together. And then we came back an hour and a half later and both the teams presented to each other. So it wasn't either Adqura or Pega presenting. They were presenting to each other the ideas. Fast forward two weeks. We went back in and in front of them we had a cloud instance up and running. We imported the Blueprint. You can actually see this in Innovation Hub in front of you. We imported it and then we demonstrated the capabilities that the tool has around strategy optimization, use of AI, recommending underrepresented customers, etc.. So the whole experience has been it's been a very different way of selling. It's experiential selling, as you call it. We've been working obviously very closely with you. It's great to see the data integrations and all of those features come through, but that that really has helped us bring to life and communicate and sell Next Best Action as an idea to prospects. That's great. I mean, there's a few things there for me. So I think that opportunity to us, there's always the usual keyword sort of democratize next best action. And you're able to really you're describing I think that probably would have been really quite hard without Blueprint to have two sets of experts go in and do workshops with customers and bring them back together. So that's that's pretty cool. Um, and I think the other bit for me that you mentioned, it's something we've been working on, we've talked to all of our partners with it as well. Is really the idea of being able to quickly take that Blueprint import it into CDH. So we're ideating. We're experimenting in Blueprint, but within a few hours we set that environment up and bring it in. And whatever the fun you've had in Blueprint, it's real. You can actually start collaborating and taping those experiences with the customer. And it's the same pattern that we're following at Pega as well. And then finally, like, I know you've got lots of other good stories, especially maybe in Latin America with Blueprint, so Samir would be happy to talk to you afterwards if you want to. Yeah, yeah, happy to talk. And just one more thing before you move on is in that specific instance. It's been almost four months since we did that exercise. So we've gone through the process, we've presented to architects and we've been to procurement and stuff. But the amazing thing is, even now, those 35 people in the room are asking about the buzz around, when are we going to get our hands on this new technology? The brand guys wanted the service people wanted. So I think that that demand coming from the client, for me, that is a big win because when the customer is interested, we are not pushing something to them. We are meeting their need. That's fantastic. Okay, so Amy, we'll move on to you next. You're relatively new to the CDH ecosystem, and it's still relatively early days for CDH in the bank. Um, I know you've looked at Blueprint. We've talked about it for quite a bit. Um, what are your thoughts so far on Blueprint and how have you used it internally? Have you used it? And if so, how? We have um, we've been on the CDH journey now for about three years. So we're still very much in that early stage and still building the foundations. We still get to ask the newbie questions, which is a lot of fun. We're really pushing the conventions around how things should be done, which I think is why Blueprint is so exciting for us. It's something new that's potentially going to help us scale. Um, we've built 78 actions so far, and we

had a goal to get to 150in the next 12 months. Admittedly, after talking to Greg Demello, that's nowhere near enough. So we've now got a new target of 1000. Yeah. Scale wins. Um, so where Blueprint is really intriguing for us is like what Elon said in his keynote yesterday. It's about having the right eye, right eye for the right job. And so we see it as an opportunity to help us get past some of those blockers in the ideation stage and really scale quickly. Okay. So first of all, um, you know, you've gone live with CDH. You're you're up and running, but you want to scale quicker and you feel like Blueprint can help with some of the, if not the building, at the very least the ideation and maybe the creation as well. Perfect. We've built a system around personalization, and we've been really trying to build that culture. Um, we started off as a centralized delivery system, so we did the whole ideation to delivery end to end within our team. But we've tried to move now to a decentralized delivery model. And of course, that means taking our stakeholders on a journey with us. And like these guys have already said, um, education becomes incredibly important and we need to take our stakeholders on the journey. And that's where I've been having a lot of fun presenting to our marketing and customer experience and our legal teams, showing them Blueprint and the simulation tool. And it's really helped break down some of that complexity around what it is we do in decisioning and make it easier to understand, which has been really great. Um, an example is sitting with our beautiful legal counsel and explaining, walking through Blueprint, really helping them understand the value of having multiple actions and treatments. Um, and we've even been floating the idea of could we perhaps use the outputs of Blueprint to replace our marketing brief? Um, and again, in that conversation with our legal counsel, they were quite open to that, which is really exciting for us. It will help streamline that ideation right through into delivery with the same tool. So yeah. No I mean that's fantastic to hear as well. I mean I think there's even with that piece there's a few interesting things. One is if you've seen obviously a lot of talk about agentic approaches and like when you see the new version of Blueprint, there is a compliance agent. It is one of the agents. And so you can again, you can't do this now, but that's what's coming forwards. Be able to load in your compliance regulations and have that compliance agent already before you actually visualize the actions and treatments it's built. It's gone through the compliance piece. So again, I think we're at early stages of Blueprint. It's sort of six months old for a customer engagement. But you can see I think it is going to be a sort of a seismic moment when we can really start ingesting your existing Customer Decision Hub information or bringing in things like you're describing now. Cool. Liana, we'll go with you next. Um, so you have been a CDH client for many years now in both telco and financial services. So let me give you a question. If if you were to start again in a brand new company and Blueprint was available based on all your experiences and lessons learned, um, you know, how do you think it would have helped you? Is there any sort of challenges you would have overcome? How might have changed the way you approach things? Absolutely. And I think it would have been an absolute game changer. I think back then, and I know you sort of touched on it as well. It's the explainability of what Pega actually is.

It was very much seen as a black box, and it did this crazy thing and it spat out recommendations. And so trying to explain that to stakeholders and having those early engagement conversations was really difficult. So the kind of visualization visualization aspect of it, where you can see kind of the different kind of building blocks of what's taxonomy, what's an action? What's a treatment? It's really difficult as a concept to understand. And so being able to see that is really helpful. And you can see so as you go through with the different components of those building blocks, you can see the different touch points. You can see the journeys and the experiences. And it would just it would have just really simplified some of those early conversations that we would have. But also I think as well it's around, you know, once you using Blueprint, you can identify and see those opportunities really, really quickly, you know. So looking at what's the goal, what's the outcome. What's that first use case that we want to go for. It just makes it really simple. Yeah. And you know I think there's two points you've touched on there too. I think one, like you said, it really is a good democratizing tool that means someone you can just it doesn't even have to be you. It could just be someone with even less experience, could still go and work with the stakeholders and explain it. And they get it. You can bring it to life. Um, but I think one of the other pieces that we've been looking at as part of our sales and delivery piece is really using Blueprint. Once I've got, you can use Blueprint to figure out your entire real estate, how you want everything to look. But once you've got that really high fidelity blueprint of how you want your end vision to be, we're also using Blueprint as a mechanism to focus in on what that first MLP would be. We can visualize again and uncheck the channels only, pick issues and certain actions. And we can say, okay, this is what we'd like to deliver and we want to get this done in 10 to 12 weeks. Here's kind of the scope. And again Blueprint can really help with that. No, exactly. You say it really does help create that baseline to build from. And and I think it was referenced yesterday in the keynote in that I spent hours and hours in locked in a room with, you know, a wall and post-it notes trying to map out what, you know, what's the taxonomy, what's the action catalog, and for the treatment catalog, and you're starting from nothing, starting from scratch? Yes. You know, I think that baseline's a really good point. And yes, it helps accelerate, but the other piece that I like is that, um, use another metaphor. It's sort of it's keeping you on guardrails, right? Like you're although you're ideating and thinking we've got best practices baked into the prompts. Um, the agents that are going on and the processes. So to some degree, you can have some comfort that you are ideating in your own way pretty safely. Um, and again, to sort of follow on from what Samir had said, for us as a company, what we're looking to do is quickly take that Blueprint get it into a clean CDH application and get you hands on for a prospect or even for a customer who's thinking to modernize. But really, it's that opportunity to quickly we've figured out what we want to go live with in Blueprint. We can quickly get that in environment and actually start collaborating with you in a real world environment within hours or days of you finishing that Blueprint. And again, I think that's pretty, pretty powerful position to be in. So stick with you, Liana.

You've also been lucky enough to work with at least two clients who are using legacy CDH frameworks, so frameworks that built of their own over time. And then they've modernized. And by that I mean moving to the NBA design framework and everything that comes with it. How do you think Blueprint could have helped you if sort of that was around at a time when you're an existing client who's thinking about modernizing? Sure. So it is a very real challenge that we faced at Natwest. We do have a custom framework, and although we are on NBA designer, you know, we there are customizations that that still that still exist. And again, we've spent a lot of time as part of kind of the preparation for our modernization journey, looking at, you know, looking at, you know, unpicking what's there. And how does that map to the latest CDH application? Um, it's come a little too late for kind of wealth and for retail, but it's definitely something that we want to look at and utilize for commercial. Yeah. And I know we've had some some sort of discussions on that. Right. And again, I following the same pattern, I think it really does offer two benefits. One is that chance to reimagine what you're doing today in NBA terms, but again, without having to have lots of PowerPoints and arguments over what an action might be, let's we can just use Blueprint to sort of discuss how those use cases build them out and say, this is what it would look like now, not in our framework, but here's how NBA prioritization works in CDH today. So I think that's a cool part. And then there's to your point. There's a lot of the discovery and the design that actually might be going on when you're trying to unpick an existing framework. And again, using Blueprint to explain and show that, but then quickly being able to say, if we're willing to take this design that we've got in Blueprint, we can start working on that within days or weeks of creating the blueprint. And we can just cut aside all of that discovery work and just crack on quickly. No, absolutely. And I think as a mature client, obviously there are many advantages to that. But obviously a lot of the capability that we've built has has obviously grown over potentially decades. And as you say, trying to unpick what you've built, you know, and you're trying to pick and pick what you've built, identifying gaps in taxonomy, looking at what stays, what goes, and if it stays, how do you build it? That's all very manual and it takes an excessive amount of time. So having Blueprint, you know, can help create efficiencies in terms of what that what our new baseline should be. Yeah. You know I do think it's really hard when you know, as a mature client, you know, you've got to try and change the tires on the car while the car's still moving, you know. So when you've got those opportunities to put the brakes on, it really allows us to take that time and say and that efficiency aspect. And that's something we're really looking forward to for commercial. It's kind of, you know, there's a lot of complexity and it will just save a huge amount of time. You know, it's not saying that what Blueprint is generating is what we're going to go for, but it gives us that starting position. Yes. No, that's a great point. And I you know, like we said, I like the car analogy. The analogy I like to use, I like analogies too. I'm terrible for them. Um, would be it's like, um, for my parents when they were looking to move out of their house they've been living in for decades. It's like this is that one opportunity to move them from this old house that they've lived in. They've accumulated so much stuff, they don't know why it's there. They don't use it, but it's kept for some reason. And it's like, okay, well, this is that one chance potentially to move you into a new house and downsize and think about these things. It's that one opportunity to really clean out

and think, how should it be? And, you know, to take it to the next level, it might be, well, yes, you could still have an oven, but we don't need the oven from the 1970s. They do new things now. Let me show you what you could have. And again, I think blueprints sort of a great opportunity to take that moment in modernization and explain that to people without having to go through weeks or months of discovery. So, Samir. Yes. We talked about prospects. Right. And how as a partner, you're excited to see how you can use it there. But, you know, Amy said it's a great tool already to drive stakeholder engagement and ideate. What are your thoughts from your position as a partner on how clients could use this in the Baiyu cycle? Okay. So I think all the points made about stakeholder engagement, making it accessible, etc. I just want to build up, build a bit on that. So when you're speaking to prospects, obviously you're starting with a clean slate. You're engaging them. People got ideas, but when you are with your clients, they already have an estate. I'm not necessarily talking about migration, but imagine somebody already has CDH. So the next way we think about it is, uh, how is it we think about GenAI working with CDH? So typically you're topping and tailing your decision. So what that means is at the very top, it's about having the ability to understand, engage, have that human like conversation put into CDH. On the other side, you're generating the assets again using GenAI which can be pushed out. So typically when you're talking about things like campaign briefing, this would happen quite a way upstream from where we typically are in CDH. Now, I know you and Mark are working on probably talking about governance models, etc. that people should adopt, which brings that together. But I think Blueprint has kind of turbocharged this. So again, for a client in UK and for a client in South America, we are trialing the idea of doing campaign briefing and ideation using Blueprint. And in that instance, the beauty is instead of using a word based campaign briefing kind of document, you come in with, these are the objectives. Let's work through exactly what you're trying to achieve. This is what it looks like. Generate the asset. Import it into 1 to 1 ops manager. Run your simulation. Do your what if scenarios. Go back and report in that governance model. Now as you probably know, Amy Diana doing that with an agency, getting legal sign off, etc., you're talking about weeks and weeks of work that gets shortcut reduced significantly by using Blueprint. So for us, I think that is acceleration is critical. That is the key. And for customers, that's where we see at least that's our initial foray. And we're trialing this out with two of our existing customers. There's a lot changing in Blueprint. There's new features and capabilities coming through, so hopefully we'll see more, which help us with customers and not just for new prospects. Yeah, like you said, I think, um, the new features coming up will help. And as we've seen from the demo, I mean. The agentic approach, whether it's tied into operations manager or whether it's tied into Blueprint, that that core functionality there is, I think, again, a pretty game changing opportunity for us, whether you're loading a brief into Blueprint or whether you're trying to create a brief from Blueprint, the concept's somewhat the same, but we can bring the things that normally would sit outside of CDH or Operations Manager.

We can start bringing those into the sort of our ecosystem earlier and start thinking about things in an NBA way. Correct. And for that, one of the clients that I mentioned, it's about they have a target operating model. Now we've obviously injected it with things they can do with strategy, optimization, etc. now imagine what else you can do with Blueprint. And I think it's it's you're talking to me as well. How do we push the boundaries in terms of obviously Pega has given us this really cool tool. How do we push the boundaries of what all we can or what else we can do with it? So that's for us as practitioners to explore and look at. That is for us as a company to figure out to. We're all on the journey together. So I'll come now to you, Amy. Um, I know you've got some clear ideas on what you'd love to see in Blueprint since you've been using it. Can you share some of those? And we can see how crazy they are. I like the fact that you said crazy because I thought they were crazy ideas. But after the last couple of days, I think I need to level up my idea of crazy. Um, I mentioned culture earlier, and what I really want to do is transform our culture, and I think that's where Blueprint can really help. Currently, personalization appears in a lot of people's strategy as a strategic pillar to focus on. I want to make sure that personalization is embedded as just a way of working. I think it's something that we all need to think of naturally, rather than be reminded to to think about. And so I think that's where Blueprint, particularly integrated with all of our data systems, can actually help us. Um, talking about working with our customer experience teams to do that, ideation, if they have access to a tool that's already populated with our taxonomy, our legislative legislative obligations, and has a real awareness of the environment that we're working in, I think that's going to generate better discussions. We can take it out of the whiteboard with the post-it notes, and we can have a conversation that hopefully makes it faster to test and learn. So the ideas get better. We have more to choose from. We can test and learn quickly and at scale, and it helps us do that faster than perhaps what our humans can do it in. Yes. No 100%. Um, you know, you've got some good points, but really, one of the first things that we'd like to do going forwards is really be able to bring as much of your current CDH configuration or properties in, so then you can start using that specifically for what I said was the sort of expand and bore scenarios. Right. Like that would really help to um, but there is something to sort of think about as well is, um. Because we've got those agents, and when we build those agents, we can really start putting our best practices into those agents. But again, I think we'll be at a point where you can bring your best practices into them, too. Again, we mentioned the compliance, things like that. I think that, again, will be a game changer as we get forwards. Still do a lot of that stuff now, but it really will get to the next level once we can bring that extra information in. You mentioned compliance, and I think that's a really unique opportunity space for us. Again, I mentioned talking to our legal counsel about this. And in Australia we have the concept of advice or no advice model. So we're actually not allowed to necessarily recommend a particular product to a customer unless they've signed up for that advice and that personal advice.

And there's a process in which they'll need to go through to sign the right documentation, to say they're ready to receive that personal, personal advice. My crazy idea there is, I'd love Blueprint to have some kind of toggle that would help us during our ideation sessions, to flick between an advice and no advice model. And obviously that would help us get to that thousand actions that Greg is pushing me to get to. But I think bringing compliance and creativity together is really such a fantastic opportunity that Blueprint will give us. Yes. And we haven't really discussed this. I'm just sort of saying this on the fly, but brand voice kind of gives you some of that opportunity to have, you know, this is the kind of it's not compliance, but it's the brand voice. This is the tone. And then again, when you're building the journeys that you can actually make your own journey and actions and tell it, these are actions that need to be whatever you, you know, in a particular way. We're advising, we're not selling or whatever. You can tailor it. Even today, the actions that build, you can go in and regenerate them and give it that guidance. So the idea that we could have it do that from the beginning, I think that's one of the things that we'll be able to bring in when you can ingest data. But for now, we can still work to sort of think about those as they are. Okay. When I look at my questions here, I'm going to say, so now we'll go to Liana. Same question for you right. Like I know you've you've used the blueprint, you've looked at it. What would you like to see in the tool. Right. Can you share some of those ideas and see if they're sort of crazy? Like Amy. I am going to caveat that I don't think it's to say the same as Amy. I don't think that crazy. And actually I'm a bit embarrassed actually. Having now been in the Innovation Hub, it's, I think pretty much all of the things that I was looking for are already being developed. So that's good. There's an alignment. We didn't stage that. Yeah, yeah, yeah. So just caveat like have you not watched the keynote I think Phillips. Fed back in the background. Yeah yeah that's it. That's it. Um but yeah. So within our commercial franchise we operate in what we call agile journey scrums. And they're aligned to kind of specific kind of customer business goals. Um, so within our growth scrum we've had a play with Blueprint. Um, and as we've all said, it's a great ideation tool and it's already started to drum up a lot of excitement in terms of different journey opportunities to get to that same goal. Um, one of the bits of feedback that we did get, though, was around kind of security and kind of risk mitigation. So, you know, we would really like to have our own kind of Natwest environment that's provisioned just for us so we can experiment. So I think there was a bit of kind of concern that it's on Pega.com. And how safe and secure is it? And obviously we don't want our ideas going to our competitors and that sort of thing. Yeah, that's a good point. And Amy, we've talked about that too. So there's a couple of points on that one. Whatever's on Pega.com is there. It's still isolated for you. It's all in a secure environment. Let's be clear. But one of the things and I did check in with the product team this. So what I'm saying here sort of fits under. It's on our backlog. We're prioritizing it. It may be weeks. It may be months. But what we're looking to do is two parts. One is the ability to save your Blueprint configuration, maybe for your company.

So you could go in. You've got your channels, your data models already saved, and you could save that. And when you save it, you'll be saving it to your. So this would be for existing clients, but you'd be saving it to your Pega Cloud instance. So it's sort of locked away safely on your environment. And then the other piece would be when you do run a Blueprint as an existing client, we want to have it again. Everything that's generated, you'll be still running from Pega.com. But when you ingest stuff and when you save it, it will be going into your own Pega Cloud environment. So what you described is already on our backlog and it makes sense to us too. Okay. That's great. I think the other aspect, and again, I have obviously seen this as well in the Innovation hub, is being able to connect Blueprint to CDH and importing our taxonomy actions, treatments and ideally rules as well to help us identify those opportunities and gaps, specifically thinking things like value finder and action performance. Yep. And again, that wasn't you brought that up. And I said that's something we're looking at. So if you've seen if you've been to the Innovation Lab and you've maybe seen action performance, but one of the pieces is Value Finder in there and Value Finder will let us look at all of your actions. We'll run some simulations, figure out which actions aren't being presented to customers, which actions and treatments aren't getting a high propensity to be clicked, so we can start understanding which of your. Where the gaps are in your actual portfolio. But we're also looking to bring that into an agent. Right. Can we import that and then use that as an import into the Blueprint process. So we've got a really good idea. Of not only actions we think would make sense, but things that would make sense based on your actual real world performance at the moment. So again, it's it's a direction of travel. And the biggest thing I think for us is just to be able to find the time and ability to deliver on all of the amazing, sort of crazy things that we can do. Yeah, absolutely. Yeah. Great. And I think as well, for us, it's like how Blueprint could form part of our kind of kind of ways of working. So how do we use it for continuous improvement and operational best practice? Yes, I think we've said like right now you could use Blueprint today in the primary focus was on sort of the ideation and the discovery for. Net new clients, you can use it, but it's still things that we're working through ourselves on the best way to do it. But I think the reality for me that's really important is with Blueprint right now, how we've built up those agents, those agents are the key part to me. And at some point we can make decisions. Do do those agents get called from operations manager and do they get called from Blueprint? Just the one in operations manager have a broader scope and remit to do things, but to some degree, the future is ours to decide. And it's, it's it's you as partners and clients and everyone here giving us that feedback to see what is the right approach for us to take. Okay. Yeah, yeah. And I think in the last one for me, which again have seen is the ability to take an idea from Blueprint and send it to CDH and automatically deploy it into, into your channels.

Yes. I mean, I think, you know, it's been an aspiration of Rob walkers for a long time, that sort of autonomous enterprise. And I think the ideal state would be, you tell us the objectives you want to achieve and what you're looking for. We figure those out in Blueprint you agree? Click a few buttons. We promote them to a small percentage of customers, and then if they actually perform, we show that they matched what you expected and then you turn it on for everyone. I want to be clear. That's just a hypothetical, but that's where I keep saying it. That's the direction of travel. And we're getting more and more of these building blocks are in place. I don't know whether it's going to be weeks or months or quarters, but I feel like we're just getting close to that tipping point where these things really will actually become real, rather than you at the moment, taking bits of them and making it real. So now, actually, what we may do is skip those other questions we had at the end, but we'll go straight into you, Samir, the same question for you. Okay, so I've been keeping you busy feeding you with lots of ideas and questions. So notwithstanding, I just want to call out a couple. The first one is, uh, ability to manage rules in Blueprint. So I think that is a function of the fact that Blueprint is divorced from the client implementation. So we don't actually see the rules within Blueprint. If you were able to do that, that would really take it to the next level. So that was one. And the second one was we have had customers. I think at the same point I'm just echoing, you know, we've had customers. Awesome. But no, we're not putting our data in there because it's on Pega.com. So I think they are probably the two top items for us. I've been talking to Saleem and Shul etc. but it's amazing stuff which is coming out. And one last thing I wanted to call out is I have been in a situation where I prepared a Blueprint on a Tuesday, present it to the customer on a Wednesday and the screen has changed on me. So is that. A good. Thing? Sorry. Is that a good thing? In that incident? It was a good thing because the customer had actually asked a question in terms of am I able to import my own data model? And I said, just hang on to it. We'll come to that screen. And that functionality was the ability to import data models. So it was like, okay. That's good. But I think since then I have learned from Philip that I think releases go out on a Thursday. So if you're preparing blueprints, just be mindful of that. Every two weeks there's a new version. It's a little hard. We need to think about how we set that expectation. We log in. Um, I will just say one thing for everyone in the audience since you brought it up, another, um, analogy would be, um, we've got if you're using Pega Customer Decision Hub, think of it like the train on the rails and it's moving pretty slowly. We're going to release something maybe once, twice a year, and there's a lot of work that goes into that. Right? And then blueprints like this helicopter, and it's like the spies that get dropped from the helicopter onto the train. Bear with me here, but the helicopter is moving fast and it's agile. It can go fast and it's completely not on rails. It can go however fast we want it to, and we can be improving it all the time. But if we want to connect and get that information that's in Blueprint and get it into CDH, we need to drop the ladder and get those things in.

And what we provide consistently will be hotfixes that sit on top of CDH so we can keep innovating at this really rapid pace in a sort of very agile software as a service way. But platforms, the product itself is going to keep moving on solid releases, but we can keep incrementally putting these fixes in or hot fixes is the wrong word, but it's an incremental patch that goes on top that will let you actually keep bringing that data in. So you're right, there's a little bit of responsibility for us on making sure you don't freak out when something's completely different, but it is a pretty unique opportunity for us as well. And hopefully you feel it too, to see things evolve so rapidly. Perfect. So I think we can leave it there actually.