Pegasystems has announced a new AI-powered feature of its Customer Decision Hub, called Next-Best-Action Customer Journeys.
Pega says the new capability helps marketers predict customer intent and adjust their approach accordingly in real time.
Dr. Rob Walker, vice president of decisioning and analytics, Pegasystems, said: “While the opportunity to attract customers’ attention is more elusive than ever, most traditional marketing tools still can’t meet customers exactly where they are on their journeys.”
“Instead of creating static experiences based on deterministic logic, organizations need to optimize and humanize the customer experience. Next-Best-Action Customer Journeys provides businesses a propensity-driven solution that adapts to customers’ context in real time, bringing true value and relevance to customers and driving results in a way that’s never been done before.”
The company claims the platform allows users to “intelligently sense customers’ unique context and need at any given moment”
As part of Pega’s Customer Decision Hub, Next-Best-Action Customer Journeys enables rapid activation of journey data, option to orchestrate journeys with real-time propensity scoring, and analysis and optimisation of journey performance.
With rapid journey data activation, each customer’s journey and stage can be predicted and acted upon to help improve the overall experience.
Another feature of Next-Best-Action Customer Journeys is journey orchestration with real-time propensity scoring which “optimises end-to-end customer experiences across use cases, channels, and lines of business, enabling marketers to switch between selling, serving, or retaining customers based on customers’ needs.
The third feature of the newly-launched solution is journey performance analysis and optimisations which generate graphics of customer experiences as individuals interact with brands throughout their journeys. This helps marketers to identify optimal journey paths across channels and stages.
In May this year, Pegasystems released a report which reveals major CX frustration points while a report from November reveals that healthcare consumers have become more tolerant during COVID-19.
