PW26 Use Case - Simulate Next Best Action and calculate ROI
2 Tasks
30 mins
Scenario
As a marketer, I want to see how Pega's AI-powered Next Best Action process selects the optimal offer for each customer through a 7-stage filtering process, and calculate the projected ROI of implementing this engagement strategy, so that I understand the business value and can plan for operational deployment.
Description
After configuring U+ Bank's Blueprint with outcomes, channels, personas, and brand in Use cases 1-2, you must next understand how Pega Customer Decision Hub™ operationalizes your strategy. The AI has generated customer experiences (credit card offers with email and web treatments) based on your earlier configuration.
You'll step through the 7-stage Next Best Action (NBA) simulation to see how Pega filters experiences to find the right action for each customer. The stages include: Full Library, Eligibility, Applicability, Suitability, Constraints, Arbitration, and Final Action Selection. This simulation demonstrates how AI-driven decisioning ensures that every customer interaction is compliant, relevant, ethical, properly timed, and optimally prioritized.
You'll also calculate the projected ROI of implementing this strategy with Pega Customer Decision Hub, based on U+ Bank's customer base size and industry benchmarks. Finally, you'll understand the implementation path from Blueprint design to operational deployment.
Detailed Tasks
1 Other details
The AI-generated experiences combine Actions, such as "Apply for Premium Rewards Card", with Treatments for each channel – email messages, web banners, and so on. Each experience is personalized, based on the personas and brand characteristics defined earlier.
The Next Best Action simulation demonstrates the complete decisioning workflow. Each stage filters experiences based on specific criteria: Eligibility (legal qualification), Applicability (current relevance), Suitability (customer best interest), Constraints (business rules such as contact frequency), and Arbitration (AI-powered priority calculation based on propensity, value, and context).
The ROI calculator (Potential value of using Pega Customer Decision Hub) estimates annual business value based on customer base size, typical conversion lifts from AI-driven decisioning (compared to non-personalized approaches), and industry benchmarks. For large banks with millions of customers, projected value typically exceeds USD 100M annually from improved conversion rates, reduced churn, and optimized interactions.
The Blueprint file (.cdhblueprint extension) contains all personas, brand guidelines, actions, treatments, and basic policy structure. You can import this file into 1:1 Operations Manager in Pega Customer Decision Hub to accelerate operational implementation.
2 Acceptance criteria
- You access your U+ Bank Blueprint from Use case 2 and proceed to the Experiences step.
- You review the AI-generated experiences showing credit card offers with treatments for Email and Web channels.
- You click "Simulate the Next Best Action" and step through all 7 stages of the Next Best Action process.
- You observe how experiences are progressively filtered at Stage 2 (Eligibility), Stage 3 (Applicability), and Stage 4 (Suitability).
- You see how Stage 5 (Constraints) enforces business rules, and how Stage 6 (Arbitration) calculates AI-powered priority rankings.
- You observe the final Next Best Action selected at Stage 7 for the sample customer.
- You click “Let’s send a message” to trigger a personalized email experience, simulating what a real recipient might receive.
- You use the Blueprint Agent to understand "Why is the 7-stage Next Best Action process important?"
- You proceed to the Summary page and calculate ROI using a customer base size of 5,000,000 customers.
- You download the Blueprint file (.cdhblueprint) for use in subsequent use cases.
- You note your Blueprint ID so that you can access the Blueprint in Use cases 4-5.
- You access blueprint dashboard to open your U+ Bank Blueprint using the Blueprint ID.
- You use the Blueprint Agent to understand the implementation workflow: "What happens after I export this Blueprint to Customer Decision Hub?"
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