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Business use case: Always-on outbound customer engagement

Introduction

U+ Bank has recently implemented the cross-sell on the web microjourney with the goal to increase the engagement with their customers on the web channel. The bank uses Pega Customer Decision Hub™ to recommend relevant banner ads to its customers when they visit their personal portal.

Customer Decision Hub combines customer information, information about their past communications with the bank, current contextual information, business rules and the predicted customer behavior, as calculated by Artificial Intelligence (AI) to select the Next-Best-Action, which in this case is the best sales offer for each customer.

Satisfied with the results of the first microjourney, the bank now wants to extend these Next-Best-Action recommendations to be delivered via one of their outbound communication channels, email.

In this microjourney, the main intent of U+ is to increase the customer engagement on email channel. This can be measured by the click-through rate. A click-through metric is recorded when the customer clicks on the ‘APPLY TODAY’ button in the email received.

Offer email

Implementation phases

The marketing operations team plans to implement the requirement in multiple phases.

Always-on outbound implementation phases

The first phase is a proof-of-concept phase. In this phase, the goal is to send a credit card offer via email to qualified customers. This requires adding an email treatment and configuring the flow to an existing action, enabling the email channel, and configuring the always-on outbound schedule.

As a result of this phase, the Standard card offer details will be sent to qualified customers in an email. For example, if a customer, Stephen John, qualifies for the Standard card offer, the always-on outbound will send him an email with the offer details. He can click on the ‘APPLY TODAY’ button, it takes him to the credit cards page on the bank’s website where he can read more details about the offer and apply for it, if interested.

In the second phase, the bank plans to include more credit card offers to be promoted via email. For example, if a customer is eligible for more than one credit card offer, he will be presented with the top offer he qualifies for. The prioritization uses AI and other factors such as business weights and levers to select the top offer for a customer.

In the third phase, the bank would like to introduce contact policy rules to ensure that a customer does not receive the same offer message twice within a period of time. For example, a customer will not receive an offer email for 60 days if one was sent in the past 30 days.

In the fourth phase, the bank would like to apply some limitations on the outbound volume due to certain operational constraints. The IT department of the bank has imposed a restriction on the number of emails that can be sent in a day. The marketing team has been asked to apply some limitations on the outbound volumes of the email.

The fifth phase is to share action details with a third-party email distributor. To comply with the security and spamming regulations, the bank has decided to use a third-party email delivery service instead of using the inhouse email server. As a result, the action details need to be written to a database table. The action details will then be shared with a third-party email distributor.

In summary, you will learn more about how U+ bank will leverage the always-on outbound capability in this phase of the project.

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