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Next-Best-Action paradigm


The value of big data and analytics is fully realized when every customer conversation delivers exactly the right message, the right offer, or the right level of service to provide a great experience while maximizing the customer’s value to the organization. With Pega Next-Best-Action, business experts develop decision strategies that combine predictive and adaptive analytics with traditional business rules to maximize this value.



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

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Artificial Intelligence, or AI, can help—if you can get past the hype. Pega has been using AI to create real business value for years, driving real-time decisions that deliver awesome engagement on any channel, and improving experiences for over 1.5 billion customers across the globe.

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Pega’s omni-channel AI delivers the right action at every customer touch by crunching millions of data points in real-time. Make an offer, initiate a retention plan, predict a problem before it happens. Every decision generates the next-best-action for your customer, and your business.

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Pega’s AI is built for business people, not scientists or developers. They design visual decision strategies that combine predictive analytics, algorithms developed through mining large sets of data, adaptive analytics, machine-learning algorithms that improve with each interaction, and traditional business rules that allow users to prioritize and arbitrate between decisions.

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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, place an ad, and ensure exactly the right action is taken at every interaction and it works across all channels to provide a consistent experience in a store, on the phone, on the web, mobile, with the chat bot, or just some crazy tech that hasn’t even been invented yet.

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And Pega connects to streams like mobile locations 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.

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Pega’s real-time, omni-channel AI puts the power in your hands, so you can optimize every customer interaction for experience, and value.

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