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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."



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 omnichannel, 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.

Next-best-action advisor

Provide recommendations while interacting with customers.

Intelligent Guidance for Customer Service

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


Next-best-action designer

Design, monitor, and control your one-to-one strategies.


Customer case studies: putting next best action to the test

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


Frequently Asked Questions about next best action

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Next best action is a customer engagement strategy that uses artificial intelligence (AI) and machine learning to enable organizations to deliver 1:1 customer experiences by reading their contextual signals to choose the next best action out of an existing library of actions to serve them at any point in their customer journey.  This includes service, nurture, acquisition, cross-sell/upsell, retention, or resilience messages.  It can even include “no action” at all depending on the customer’s real-time data.

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Next best actions get calculated through business rules and engagement policies like eligibility, applicability, and suitability.  AI weighs these policies against all available actions that a brand has populated into their conversation library and chooses the right action to deliver to a customer or prospect in the correct channel, at the optimal moment.

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Adaptive artificial intelligence can sense these signal changes and re-calculate in less than 200 milliseconds to select the next best action based on this real-time data.  This is called “re-decisioning”.

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