Mindset transformation best practices

Learn about the one-to-one customer engagement paradigm in the context of Pega Customer Decision Hub™ that helps organizations align their mindset with this vision. Pega-developed best practices exist in each of the organizational transformation areas based on deep product knowledge and years of delivery experience with businesses across the globe. The best practices are an amalgamation of all the successful strategies that help businesses make the most of their Pega Customer Decision Hub implementation.

The objective of mindset transformation is to shift the approach to customer engagement from product-centric to customer-centric. A product-centric approach is a more traditional campaign-based approach, where a campaign focuses on a particular product, and marketers target select segments of their customer base. This method treats customers as an anonymous group, with minimal consideration for their circumstances, wants, and needs at any given time.

True customer centricity means focusing on each individual customer and making an informed decision in real time according to their current needs. It means being always on, ready to respond quickly to any change in information, and willing to reevaluate that decision to stay relevant to the customer. In this moment, does offering a particular product serve them well? Do they need a retention plan? Do they need us to fix a service issue? Or perhaps it is best to leave them be at this moment and wish them a good morning?

To shift from a traditional product-focused marketing approach to a customer-focused one, consider these mindset changes:

Focus on actions and potential messages instead of campaigns.

Move from targeting specific audiences to defining engagement policies and facilitating arbitration.

Communicate with individual customers instead of segments.

Transition from siloed channel delivery to omnichannel delivery for a unified customer experience.

Pega Customer Decision Hub is a technology that enables you to realize the vision of one-to-one customer-centric engagement. You engage each customer as a real person with unique needs, preferences, and goals rather than as a faceless member of a segment. Instead of selecting a product and pushing it at them, consider all potential messages, such as sales offers, retention packages, nurture streams, and service messages, and make them always on so that these messages are ready for delivery when the customer is ready.

When interacting with a customer -- whether through their interaction, new data, or sending an email -- use Predictive Models to evaluate all options in real time. Select the most relevant option for the customer, which becomes the next best action; THAT is the message to send to them.

Pega Customer Decision Hub can accomplish all these objectives. The Pega value proposition for 1:1 Customer Engagement is very straightforward. Pega Customer Decision Hub provides the real-time, always-on brain that sits in the middle of marketing, sales, and service channels, and it can make next-best-action decisions that optimize every interaction that businesses have with customers.

Think of the decision hub as "the brain." Whenever you interact with a customer (inbound, outbound, agents, or paid channels) analyze the context of the customer: "What's going on with them right now?" Decide exactly what they need in that moment, and then deliver a next best action that you can present to them in-channel. The software works with your stack by enhancing them to be smarter, faster, and more aware of each customer.

To deliver those personalized customer experiences across channels, there must be one centralized decisioning authority to power all engagements. This centralized brain optimizes every interaction with the customer by consistently working out what is best for them in the scenario, no matter what the channel is. This approach makes customer experiences more relevant and positive, which increases goodwill and, ultimately, revenue.

This transformation does not happen overnight, but when beginning a new Pega Customer Decision Hub project, this vision should guide the process. The transformation occurs one minimum lovable product (MLP) at a time, step by step. With the right roadmap and stakeholder engagement, it is possible to demonstrate the value of one-to-one customer engagement incrementally by adding new channels and use cases to effectively achieve a centralized decisioning approach across all channels.

It is helpful to understand how Pega Customer Decision Hub works under the hood. Pega Customer Decision Hub acts as the brain. The customer engagement process begins with a request to Pega Customer Decision Hub. This request might be for three next best actions to populate estate on a website or Pega Customer Decision Hub running an outbound schedule against the entire customer base.

First, gather all known information about the customer, including historical, near-time, and real-time data. Then, analyze what the customer is doing right now, their propensity to engage positively with each action, and the potential value of each action to the business. This analysis is the core of the next-best-action paradigm: balancing what the customer wants and what is the most beneficial to you as a business at that moment.

Finally, decide what action to take and in which channel to present it. With Pega Customer Decision Hub, you can perform all of this analysis and decision-making for an individual customer in the blink of an eye.

Take a closer look at the next best action decision. Consider a customer landing on the website, prompting the website to request three actions from Pega Customer Decision Hub to populate the page.

First, load the action library, which is a collection of all the actions that are available for any customer (such as sales, service, retention, nurture, and growth --not just products but a complete library of potential actions). Then, apply the engagement policies to determine which of these actions are suitable for this customer right now, that is, which actions they potentially qualify for.

Next, apply any constraints. For example, you might have a policy of not showing the same offer to a customer in a particular channel if they have already ignored it twice previously in the past week. After filtering out actions based on business rules, arbitrate the remaining actions. Combine propensity, context, business value, and business levers to score the channel treatment of each action. This process results in a stack-ranked list of next best actions.

You can return the top three next best actions in this prioritized list to the website to be displayed to the customer, all in the blink of an eye.

The swift decisioning power enables you to shift from product-centric thinking, where a campaign focuses on a particular product and targets segments of the customer base, to a truly customer-centric approach. You can consider an individual customer at every single touchpoint and make an informed decision in real time on what that person needs the most at that moment.

This shift in engagement approach does not have to happen overnight. Transformation is a journey, and support is available to take those first steps together.

You have reached the end of this video. What did it show you?

• The shift from product-centric to customer-centric engagement.
• The always-on approach of Pega Customer Decision Hub.
• The role of Pega Customer Decision Hub as the central decisioning authority.
• The process of making next best action decisions.
• The importance of a centralized decisioning approach for personalized customer experiences.