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Customer Journey Management

“Pega helps us deliver personalized conversations at true enterprise scale – spotting patterns from billions of interactions so the customer gets the right message and the best experience.”

The role of customer journey management

Your business spends major time and resources trying to optimize the customer journey. You want to understand your customer’s path to purchase; learn which channels and offers are most effective by stage; and understand where individuals get “stuck”, and drop off the grid completely.

You’re trying to build the perfect journey – to script out a seamless experience, and eliminate any disruption in the process. The real challenge centers around the customer, not the workflow.

The problem with customer journey mapping

Today’s connected customer is empowered – they choose their own path. They interact with your brand on their own terms, flow across channels, shift preferences, and take unpredictable routes to a fluid destination.

They expect you to understand them, even as they advance along hundreds of possible paths at the same time. For this reason, brands that attempt to build rigid journeys quickly find that they’re scripting a journey to nowhere - everything breaks down when the customer does the unexpected.

A better approach to Customer Engagement

Pega empowers organizations with an AI-driven approach that prioritizes across all potential journeys in real-time, to deliver the most relevant customer experience possible.

Instead of leading customers down pre-determined paths, you’ll constantly sense each customer’s unique context and needs at any given moment and proactively deliver personalized, journey-based, messages on their preferred channels.

Activate customer journey data to deliver one-to-one experiences

With Pega, you no longer need rely on business rules to push segments through predefined experiences. Instead, each customer’s current journey(s) and stage(s) automatically become additional predictors in your next-best-action decisioning models – increasing your predictive accuracy and the relevance of every experience in real-time.

Orchestrate Omni-channel journeys from the center-out

Instead of constructing siloed, product-centric experiences that can only account for a limited number of interactions on a small subset of channels, with Pega you have a single, propensity-driven solution to that optimizes end-to-end customer experiences across use cases, channels, and lines of business.

Optimize performance across programs

Pega’s visualization tools will show how customers interact with your brand during the journey - isolating key events and actions, and analyzing customer flow between channels and touchpoints. Even if customers don’t move in a straight line, you’ll identify their optimal paths and preemptively remove roadblocks so that you can optimize their experience and continue to deliver impactful business results.

Related Resources


Learn how to move beyond sales-only experiences to better serve, nurture, retain, and even assist your customers in times of crisis, building long-term customer relationships along the way.


Traditional customer journeys that push customers down sales-only or product-specific paths of the brand’s choosing aren’t going to cut it. It’s time to look beyond short-term sales wins and go for the long game – modern, empathetic, customer-centric journeys.

A Pega study

Pega study (with foreword by Accenture) explores how the market defines real-time decisioning and where investments are being mad

A Forrester study

According to the Forrester Report, “Pegasystems sets the gold standard for sophisticated enterprise deployments.”

Frequently Asked Questions

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A journey is the sum of customer experiences related to completing an objective. It may involve complex steps and stage or be very simple. Their goals, objectives and context will often change as the customer pivots.

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Traditional customer journey building has been driven by rules and logic in pre-defined experience maps. In this scenario, there are a limited number of paths and the destination and paths are pre-determined by the brand.

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A customer journey should always be driven by the customer themselves in real-time. With traditional journey building software, the outcomes are pre-determined. Because Pega’s Customer Decision hub is powered by artificial intelligence, it is constantly ingesting customer signals in less than 200 milliseconds and using that data to make decisions about how to interact with that customer in the moment. If a customer changes direction, CDH re-factors that incoming information and presents the Next Best Action to the customer.

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Next-best-action customer journeys connect the customer’s context to the content that a brand presents to them. In this model, journeys are made up of stages, or phases of a journey that represent a milestone in achieving an overall goal. Key customer behaviors or criteria indicate that a customer is entering a new journey phase. CDH then specifically takes actions designed to add value to that stage of the customer’s journey.

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There are 3 ingredients that add up to customer journey success: elegance, relevance and empathy. Journeys must flow across channels and technologies elegantly, with each experience adding insight and value to the next, even if it happens only seconds later, in another part of the enterprise. Journeys must use context from the prior experience to add relevance to the customer’s path and they must deliver what the customer desires in their moment of need.

Related Feature

Pega Customer Decision Hub

Deepen relationships and maximize value, every moment, everywhere.

See how Pega can help your business

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