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Next Best Action

Make the right decision in real time, every time.

You can’t win over customers with big data and analytics alone. Instead, turn data into AI-driven insights with next best action.

"Pega Next Best Action is amazing. I have longed for a system that means I can deliver personalized targeted campaigns to my customers and do that proactively and not have to wait for them to tell me that they need something."

Alex Birtles Head of Online Sales and Service, Talk Talk

You only get one chance to get it right

There’s a right way and a wrong way to handle every customer interaction. Screw up one thing, and your competitors will thank you for the new business. But if you get it just right you could have a customer for life.

Of course, whether it’s solving a problem, recommending a new product, or simply saying “happy birthday,” that perfect move changes from moment to moment and channel to channel. Context matters. And guesswork just won’t cut it.

With Pega, you’ll never have to guess what’s best for your customer and your business. You’ll know. Our proven AI technology uses predictive analytics and machine learning to calculate the next best action for every interaction – in sales, service, marketing, and beyond.

Right message. Right decision.

See how Pega’s Next Best Action enables your business and its customers to get the most value out of every conversation.


Stop guessing

Manage customer relationships with memory and predictive intelligence.

Get the eBook

All your channels, together at last

Reality check: Your customers don’t care about your siloed channel infrastructure. They expect to you to engage with them flawlessly on any device or channel without missing a beat.

Don’t waste resources maintaining a laundry list of strategies for each channel. The solution is to bring it all together. Not just your website. Not just in your call center. Not just social media. Everything.

Pega’s Customer Decision Hub connects across all your channels, so you can focus on your customer strategy, not just your channel strategy. Interactions become channel-less, empowering you to make the right decision 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.

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.

Optimize the customer journey

Don’t push your customers down predetermined paths. Adapt in real-time to provide the best experience possible.


Enable real-time marketing

Learn how to leverage predictive analytics to bring context into your customer conversations.

Get the eBook

Move at the speed of customers

Your customers’ context is constantly changing. And if you’re not ready to change with them, your competitors will be.

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. If you’ve been fed a definition of real time that relies on pre-existing analytics or that’s as simple as “if-this-then-that,” you’re being duped. And your customers are paying the price.

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.

Contextual Next-Best-Action Marketing

Analyze customer data and coordinate real-time decisions across all channels.

Intelligent Guidance for Customer Service

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


Customer Case Studies

British Gas logo

"We have seen an uplift of 20% in conversion rate just in phase 1."

Jo Allen Business Lead – Next Generation Decisioning, British Gas
Check out the case study