hpmc 2014 - optimizing customer value - pega systems

© 2014, Confidential, Pegasystems Inc.

Optimizing Customer Value and

Experience through Next Best Action:

Customer Stories from the Trenches

Peter van der Putten

[email protected]

Director Decisioning and Marketing Solutions WW

Amsterdam, January 23, 2014


The Grim Reality


Photo by Pascal Sebah (1823-1886)


Build for Change®

Pega software revolutionizes how leading

organizations optimize the customer experience

& automate operations


360°

Who Why/What When/Where/How Decision Data Process

+ +

360° 360°

Automate Operations

Optimise Customer Experience

1080° 720° High Definition


On Processes (Muscle) and Decisions (Brain) Unifying Two Strengths


Next-Best Action -

Marketing

Sales Force Automation

Customer Process

Manager

Pega CRM


Next-Best-

Action- Marketing

Sales Force Automation

Customer Process

Manager


Business Objectives

Growth

Retention

Service

Risk

Customer Needs

Contextual

Timely

Consistent

Relevant

1:1

Business Case

Next-Best-Action Optimizing Value And Experience For Each Customer

Channels


NBA Addresses Marketing Execution Gaps

One-size-fits-all

marketing

Static and

disconnected

channels

Difficult to

adapt and

change

Execution Gaps

Optimize

Strategies with

Next-Best-Action

1

Business Objectives

Growth

Retention

Service

Risk

Customer Needs

Contextual

Timely

Consistent

Relevant

Channels


1 Next Best Action Knowing when to sell to a customer (and what/how) ….


Next Best Action … or not to sell but to best negotiate a collections deal ….

1


IVR ID & V

Thank you for

calling we have

received your

payment for 35

euros today at

10 am

Pass MSISDN Return relevant

message

1 Next Best Action … or not to sell but to best service the customer ….


Decide on a proactive next-best-action

• Address a collections issue or risk, or

• Address a retention issue or risk, or

• Make a sales recommendation, or

• Thank the customer

Next Best Action Decision Strategy Example

1


One-size-fits-all

marketing

Static and

disconnected

channels

Difficult to

adapt and

change

Optimize

Strategies with

Next-Best-Action

1

Personalize

Across Channels

2


Business Objectives

Growth

Retention

Service

Risk

Customer Needs

Contextual

Timely

Consistent

Relevant

Channels

Execution Gaps


Channels

2 Personalize Experience Across Channels Two way conversations in outbound, inbound & event trigger


2 Personalize Experience Across Channels Retail Example – Blended Agent-Customer Experience


Personalize Experience Across Channels Listen and Respond on Mobile Channels

2


1. Communicate through

preferred or most successful

channels

2. How long to listen and wait

for a response?

4. Listen and react to

responses in real time,

at customer level

5. Close the loop by fulfilling

accepted offers

2

3. We should also listen for

responses on inbound

channels

Personalize Experience Across Channels Orchestrate real time cross channel journeys


One-size-fits-all

marketing

Static and

disconnected

channels

Difficult to

adapt and

change

Optimize

Strategies with

Next-Best-Action

1

Personalize

Across Channels

2

Monitor,

Control, and

Adapt

3


Business Objectives

Growth

Retention

Service

Risk

Customer Needs

Contextual

Timely

Consistent

Relevant

Channels

Execution Gaps


Manage marketing

effectiveness across all

channels, segments, and

products in real time

Measure the return on

NBA Excellence and

Drivers – Test & Learn

Continuously Monitor, Control, and Adapt

Adapt and learn from customer feedback

Automate the Test & Learning with Adaptive Analytics

3

Next-Best-Action


Optimize Marketing

with Next-Best-Action

Strategies

Personalize in Real-Time,

Across Inbound &

Outbound Channels

1 2 3 Continuously

Monitor, Control, and

Adapt

Unparalleled Marketing Agility

Closed loop marketing that increases operational effectiveness, reduces time-to-value, and drives massive returns.

Next-Best-Action Delivers Marketing Agility

Measure

Learn

Simulate


EverythingEverywhere From optimizing inbound retention and sales through centralized

decisioning to transitioning the customer base into the new EE brand


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