Pega Introduces AI Capabilities like Propensity Modeling for Optimal Customer Interactions

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Pegasystems Inc, the software company that crushes business complexity, announced Next-Best-Action Customer Journeys, a new AI-powered capability modernising traditional customer journeys with intelligent decisioning and propensity modelling for optimal customer interactions.

This capability transforms conventional marketing by considering the changing nature of human behaviour. Instead of forcing customers down pre-determined paths, marketers can intelligently sense customers’ unique context and needs at any given moment, adjust and change their outreach approach in real time, and proactively deliver personalised messages on their preferred channels.

As organisations face continued pressure to capture customers’ very limited attention in an increasingly noisy and competitive environment, traditional approaches to journey orchestration are no longer working. Typically, brands rely on prescriptive journeys to push products to predefined segments of customers at predetermined points in time. But because humans are complex and do not always follow a linear path, this approach often results in poorly timed, overly sales-focused communications. At best, the customer ignores an irrelevant offer, and at worst they jump to a competitor.

Also Read: CX NXT: Emotional Engagement With Customers Is Key 

Part of Pega Customer Decision Hub, Next-Best-Action Customer Journeys takes a transformational approach, providing a unified solution that helps organisations to:

• Rapidly activate journey data: Instead of business rules and predefined experiences, each customer’s current journey and stage can now automatically be integrated into next-best-action decisioning models. By incorporating all available sources of customer data, organisations can increase predictive accuracy and relevance of every experience in real time, ultimately helping improve performance.
• Orchestrate journeys with real-time propensity scoring: While traditional solutions require users to construct siloed, product-centric experiences that consider a limited number of interactions on a small subset of channels, Next-Best-Action Customer Journeys offers a single, propensity-driven solution that optimises end-to-end customer experiences across use cases, channels, and lines of business. Based on real-time, data-driven scoring, businesses can understand exactly when they need to pivot between selling, serving, and retaining customers in real time as their needs change.
• Analyse and optimise journey performance: Integrated journey visualisation capabilities generate graphical representations of end-to-end customer experiences and update in real time as individuals interact with brands throughout their journeys. This helps marketers to identify optimal journey paths across channels and stages, preemptively remove roadblocks, and drive continuous performance improvement.

Part of the Pega Infinity digital transformation software suite, Pega Customer Decision Hub serves as an always-on ‘brain’ providing centralised AI across all customer touchpoints – inbound, outbound, and paid – to optimise every interaction and maximise customer value. Its predictive analytics and customer decision management enables organisations to surface unique insights and recommend the next best action in real time during every step of the customer lifecycle – from marketing to sales to customer service and retention.