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Business use case: Cross-sell on the web extended

This video describes several use cases where decision strategies are used to extend Next-Best-Action Designer capabilities.


U+ is a retail bank. The bank is leveraging its website as a marketing channel to improve 1-to-1 customer engagement, drive sales, and deliver Next-Best-Actions in real-time.

The bank is using the Pega Customer Decision Hub™ to recommend more relevant banner ads to its customers when they visit their personal portal. In the start-up phase, U+ successfully implemented all their use cases using Next-Best-Action Designer.

Next-Best-Action Designer guides you through the creation of a Next-Best-Action strategy for your business.

With the Next-Best-Action Designer user interface you define high-level business rules and AI controls, which the system uses to configure the underlying Next-Best-Action strategy framework.

This framework leverages best practices to automatically generate Next-Best-Action decision strategies at the enterprise level.

These decision strategies are a combination of the business rules and AI models that form the core of the Pega Customer Decision Hub, which determines the personalized set of Next-Best-Actions for each customer.

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U+ Bank wants to implement additional use cases to meet new business requirements. These use cases require U+ bank to extend Next-Best-Action Designer capabilities.


The first use case is to create suitability rules based on a customer's credit score. The bank wants to determine whether or not a customer is suitable for an offer based on their credit score. In this scenario, the credit score is not available, it needs to be computed in real-time based on customer profile information.

For example, when customer Barbara logs in, U+ bank only wants to present her with the Rewards and Rewards Plus offers, not the Premier Rewards offer. Barbara's credit score is 500. This makes her unsuitable for Premier Rewards, which is only suitable for customers with a credit score over 700.

barbara example

To determine suitability, the bank wants to calculate a customer's credit score using a scorecard. A scorecard is used to assign importance to pieces of data for use in a calculation. A scorecard uses a subset of customer property values divided into ranges and assigns scores to each range to compute a final score.

credit score table

To implement this, you use a special Suitability condition in Next-Best-Action Designer. The Suitability condition uses a decision strategy that references a Scorecard rule. The Scorecard rule is used to determine the customer's credit score.

In the next use case, the bank wants to regulate and document the full customer experience. To implement this business requirement, you use Pega Customer Journeys. You can set up various customer journeys divided into stages that contain a number of actions.

customer journeys

The customers can advance the journey by moving to the next stage when they meet the required entry criteria. Customer journeys provide a good mental model for managing content and influencing next-best-action decisions to present suitable actions seamlessly for your customers.

journey example


In summary, this video has shown you the various use cases U+ Bank would like to implement by extending Next-Best-Action Designer capabilities in this phase of the project.

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