Reference module: Essentials of always-on outbound
A bank has been running traditional marketing campaigns for many years. One such campaign sends an offer email to qualified customers on day 1. On day 3, it sends a reminder email to customers who haven't responded to the first email. On day 7, it sends a second reminder to customers who haven't responded to the first two emails. If you were to re-implement this requirement using the always-on outbound customer engagement paradigm, how would you approach this scenario?
To re-implement the bank's traditional marketing campaign using the always-on outbound customer engagement paradigm in Pega, follow these steps:
Understand the Traditional Campaign Requirements:
Day 1: Send an offer email to qualified customers.
Day 3: Send a reminder email to customers who haven't responded to the first email.
Day 7: Send a second reminder to customers who haven't responded to the first two emails.
Set Up Next-Best-Action Designer:
Use the Next-Best-Action Designer to define engagement policies, arbitration, and channels to manage customer interactions.
The always-on approach continuously evaluates customer interactions and selects the best action based on real-time data and AI-driven insights.
Configure the Primary Schedule:
Set up a daily run schedule for the Next-Best-Action strategy. This allows the AI to evaluate customer interactions daily and decide the best action to take.
Leverage AI for Decisioning:
Configure the AI models to determine the best action for each customer based on their interaction history and engagement policies. The AI will automatically handle:
Sending the initial offer email on Day 1.
Sending a reminder email on Day 3 to those who haven't responded.
Sending a second reminder on Day 7 to those who still haven't responded.
Define Engagement Policies:
Eligibility: Define which customers qualify for the offer.
Applicability: Ensure the offer is relevant to the customer.
Suitability: Verify that sending the offer is in the best interest of the customer.
Contact Policies: Set rules to manage the frequency and timing of emails to avoid over-communication.
Implement AI-Driven Actions:
Use the Next-Best-Action strategy framework to select actions (e.g., sending emails) based on the AI model's recommendations.
Configure treatments (email content) and channels (email) within the Next-Best-Action Designer.
Monitor and Adjust:
Continuously monitor the performance of the campaign using Pega's analytics and adjust the strategy as needed to optimize engagement and response rates.
Pega Customer Decision Hub User Guide 8.5: Understanding Next-Best-Action Designer basics, Configuring the Next-Best-Action Designer for Pega Customer Service, Setting constraints contact policy limits and controls.
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