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Next-Best-Action and customer service


Pega anticipates what each customer needs, based on the situation. During interactions, it intelligently suggests the Next-Best-Action to take, guiding users step-by-step through a personalized customer service experience.

To anticipate what each customer needs, Pega uses a combination of business rules and the interaction’s context. It can even use predictive analytics and self-learning adaptive models, leveraging both small and big data.



This is your customer. You want him to buy your products, use your services, and have a great experience. And your competitors want the same thing.

To compete, you have to take the right action in every customer touch, ensuring that each and every conversation delivers exactly the right message, the right offer, and the right level of service. You want to provide a great experience while maximizing the customer’s value to your organization. 

Big data and analytics are a start, but the real value comes when you can turn data into insight into action. Which means making coordinated decisions in real-time, across all channels. Pega delivers this through a capability we call Next Best Action.

In Pega, business people use browser-based forms to build decision strategies visually. These strategies use predictive analytics with algorithms developed through mining large sets of data, adaptive analytics with self-learning algorithms that improve with each interaction, and traditional business rules that allow users to prioritize and arbitrate between decisions.

Pega uses the strategy to look across all the potential actions you may take with a customer - make an offer, initiate a retention plan, open a service case, start a collections process - and ensure that exactly the right action is taken at every interaction.

And it works across all channels to give a consistent experience. Whether the customer is on the web, a mobile app, in a store, or calling a contact center.

Strategies can even be connected to streams, like social feeds or network events to detect patterns and drive the Next Best Action proactively.

And strategies are completely contextual. Any change in the customer’s context – a click, a reply, a location change, a tweet – will trigger the Next Best Action. So you can really listen to your customers and act accordingly.

Pega’s Next Best Action capability lets organizations optimize every customer interaction for experience and value.

Our world is constantly changing. Only Pega lets you Build for Change.

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