90 days to 3: How Wells Fargo is using Pega to scale personalization
Personalized digital channels to enhance customer centricity
Embarked on Pega-based personalization effort to target all channels
Piloted program to reduce conversation development time from 90 days to three
"Having seen what Pega could do in our digital channels, we knew the opportunity ahead for both our customers and our bankers was huge. And we quickly realized we could offer customers so much more with this new customer engagement engine."
The Business Issue
Wells Fargo serves 69 million customers, including 32.6 million active digital users. Placing customers first is a key strategic priority for the leading U.S. bank and has been the driving force behind its personalization journey – which began with Pega in 2019.
Like many banks, Wells Fargo began personalization in its digital channels and achieved early success. The next challenge would be to bring those capabilities to more channels, including in-person interactions at branches.
This meant rethinking the traditional way banks work. Wells Fargo’s existing culture, infrastructure, and data were built around prior problems, not current challenges. As an example, some existing builds could require the contributions of over 40 people and take more than 90 days to complete. This was unsustainable when Wells Fargo sought to scale to hundreds of conversations.
Wells Fargo needed to leverage the true potential of its Pega customer engagement engine and deliver conversations in all channels.
Wells Fargo’s approach to maximizing its Pega footprint involved bringing together partners from across the enterprise who all played a critical role in the initial implementation.
The team was tasked with imagining a world where Wells Fargo could build a conversation from end to end in just three days, and with just one person.
After two days of meetings, the team left with a draft vision of the future. With just one conversation owner leveraging the power of Pega Operations Manager within the customer engagement engine, they could bring a personalized conversation to life in just three days – with the appropriate embedded risk management and ability to build it once and make it omni-channel.
Wells Fargo is currently piloting this project, seeing it as an opportunity for the bank to test, learn, and create something that will place customers at the core – providing frontline teams with much more agility, efficiency, safety, and success.