Critical roles in implementing Pega AI

This video describes the roles of the key stakeholders in the implementation of a Customer Decision Hub project.

At the start of the project, having all key stakeholders at the table is essential. Data Scientists play a critical role in the adaptive modeling process, as they understand the technical details of the models, and can make recommendations for how they can be improved. They also ensure that the models properly comply with legal and regulatory obligations.

The model governance team provides oversight for all predictive models used by the organization and may require detailed documentation or a review process before the launch.

The Data Engineering group is responsible for delivering data to the CDH application, as well as providing clear definitions and dictionaries for the predictors.

The CDH Implementation team is responsible for implementing a Pega Customer Decision Hub application to meet business requirements, and ensuring that the system is configured to support the business processes. The team typically includes System Architects who are familiar with Pega Platform™ and the organization's data model.

Marketing Ops collaborates with the Lines of Business to configure the outbound schedule in Next-Best-Action Designer to drive actions and treatments. They also update strategy logic within the CDH application to appropriately consume the model outputs. This allows for the optimization of customer interactions across all channels. The Lines of Business may have questions about how adaptive models will impact their line's share of voice in channels.

Finally, the Project Governance team manages the project, arbitrates any debates between the different interests among these groups, and ultimately has decision-making authority. It is important to ensure that all perspectives are accounted for, even in organizations with a few people as the main stakeholders. All stakeholders should be involved in the discussion throughout the project's lifecycle. Doing so will ensure the successful implementation of Pega AI.

Determining the scope of the project is the first key decision that the project team has to make. To determine the actions to include in the project, they identify the specific business issue to address and the objectives of the decision strategy.

The issue and objectives will also determine which channels they use to communicate with customers.

The project team needs to consider which channels will be most effective in reaching the target audience and achieving the desired outcomes.

Targeting customer touchpoints, such as click-throughs, across all applicable channels for all customers can be a good strategy for achieving fast results.

Alternatively, launching in only one channel or for actions in certain issues or groups can be a more controlled rollout approach. This can be beneficial for companies that want to test the waters before fully implementing Customer Decision Hub across all business issues and channels.

The success of the project is defined in terms of achieving specific goals or as Key Performance Indicators that are configured by the marketers.