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Adapt instantly with Next Best Action

Next Best Action maximizes value with real-time AI that engages each individual customer across channels

Pega’s Next-Best-Action approach uses artificial intelligence and machine learning to identify unique customer needs, preferences, and context in less than 200 milliseconds. It works to make every engagement more relevant and meaningful to build a connection in every interaction.

"Since moving to Next Best Action, we've seen a 12% increase in monthly revenue, a 20% increase in renewals, and a 15% reduction in customer churn."

Bindu Chandran Manager of SMB Loyalty & Retention, Etisalat


How an always-on brain makes one-to-one engagement possible

It’s time for brands to make a fundamental shift in how they engage with customers.

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All your channels, together at last

Pega’s Customer Decision Hub unifies your channels, so you can focus on your customers, not just your channel strategy. Interactions become omnichanel , empowering you to make the right decision through a next best action recommendation every time without worrying about where it happens. And your customers? They get the seamless, engaging experience they expected all along.

Respond in the moment. Predict what’s next. Know your next best action.

Need to move fast? Plan ahead? Talk to multitudes of customers on dozens of channels? No problem. Pega software is built for enterprise for scale and always up to the task.

It’s powerful.Customer context. Big and small data. Dynamic analytics. Our quick-learning AI crunches millions of data points in real time and guides you step by step.

It’s predictive. Anticipate a problem before it happens, or identify which campaign will magically speak to a customer’s exact need.

It’s everywhere. From a tweet to a chatbot to face-to-face, intelligent guidance goes where customers go and makes every interaction seamless.

customer journey


Embedded Building Better Customer Journeys

Meet customers where they’re at with real-time decisioning.

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Always-On Marketing

In this webinar, we’ll compare traditional marketing tactics like campaigns, segmentation, targeting, and optimization with their more progressive, real-time counterparts.

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Move at the speed of customers with Pega Next Best Action

Your customers’ context is constantly changing. Beat out your competitors by using next best action machine learning algorithms to grow with your customer and meet them where they are. Your customers will thank you, your competitors won’t.

Equipping your system for real-time responsiveness keeps customers happy and gives you a distinct competitive advantage. And when we say “real time,” we mean it. With Pega software we go beyond real time that relies on pre-existing analytics or that’s as simple as “if-this-then-that”. Pega’s AI-powered real-time framework instantly perceives the full picture of customer context, and then recommends your next best action based on what’s actually happening.

No stale data. No assumptions. Just real insights and real results.

Putting Next Best Action into action

Use the power of context to deliver exactly the right customer experience
Customer Decision Hub

Make real-time decision management relevant, consistent, and timely.

Intelligent Guided Selling

Identify new leads and generate new sales through AI and digital process management.

Intelligent Guidance for Customer Service

Anticipate what every customer needs through predictive analytics and adaptive self-learning models.


Customer case studies

See how customers are using Pega to deliver significant return on investment.