The cross-sell on a website use case

Customer Decision Hub can deliver the next-best-action recommendations through various inbound and outbound channels. Outbound messages involve proactively reaching out to customers, while inbound channels demand action from a customer. One such inbound channel is the web. For example, when a customer visits the website, they see the intended offers.

Consider the following web channel scenario, which is a typical cross-selling use case.

The next-best-action recommendations help to ensure that the customers of U+ Bank can see the tailor-made offer when visiting the website of the bank. The centralized decision management "brain" of Customer Decision Hub selects the next best action that is displayed for a customer based on configurations implemented by the Decisioning Architect.

U+ is a retail bank that wants to use its website as a marketing channel to improve One-to-one Customer Engagement, drive sales, and deliver next best actions in real time. The bank has decided to use Pega Customer Decision Hub™ to recommend more relevant banner ads to its customers when they visit the website.

When visiting the U+ Bank website, Troy, a customer, can see banner ads on various pages. For example, on the home page, U+ displays a hero banner at the top of the page, which is typically a larger image with a larger typeface. Under that banner, there is space to display several tile banners, which are typically smaller.

When Troy logs in to his personal portal, he also sees a tile banner on the Account overview page.

The main goal of U+ at this stage is to increase customer web engagement. When Troy clicks the Learn more link, the action shows his interest. This interaction is recorded as a click-through and helps measure the web engagement of the customer. After clicking Learn more, Troy can see featured credit card offers for which he can apply.

Behind the scenes of the next best actions, the complex decision engine is working to rank and select the best offer to display for each customer who visits the website.

A combination of artificial intelligence (AI) and other business rules determine the options.

To summarize, when visiting the bank's website, the customer can see the next best action that the "always on" centralized decision management "brain" of Customer Decision Hub selected from a set of actions defined and configured by the Decisioning Architect.

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