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Vendor Pegasystems has launched its industry leading Customer Decision Hub, including predictive analytics, Next-Best Action and real-time event streaming capabilities, across its complete suite of Customer Relationship Management (CRM) applications, including Pega Marketing, Pega Sales Automation, and Pega Customer Service.

For the first time, businesses can anticipate changing customer needs in real time to deliver optimal engagement across all stages of the customer journey and through any channel says the vendor.

Consumers increasingly expect a personalised omnichannel experience regardless of how, when, and where they engage with businesses – whether downloading marketing collateral on their mobile device, receiving a personalized offer from a sales professional, or correcting a billing issue with a contact centre representative over the phone.

However, the reality is that most organizations are limited by siloed business units, resulting in isolated pockets of customer information and processes that lead to poor and inconsistent customer experiences. Even worse, this data is often trapped inside static CRM applications that lack the ability to dynamically turn information into meaningful insights that drive personalized interactions.

With Pega CRM applications, businesses can analyse customer data in real time across marketing, sales, and customer service, and receive suggestions on the best possible action to take with customers at any point in the engagement cycle. Pega’s Customer Decision Hub enables Pega CRM applications to continually adapt with self-learning models to ensure suggested actions reflect the customer’s changing preferences. By extending this capability across customer-facing front office functions, businesses can personalise each customer interaction in any scenario on any channel to maximise the value of every customer relationship.

Pega’s Customer Decision Hub also powers new analytics capabilities across the Pega CRM application suite, including:

  • Real-time event detection in Pega Marketing: This new feature enables marketers to take proactive marketing actions based on streaming Big Data and patterns of customer behaviour. For example, marketers can detect important thresholds of product or service interest or signals that a customer may churn, and then take appropriate action enabling businesses to increase sales and grow customer loyalty.
  • Predictive analytics in the new Pega Sales Automation mobile app: Now sales representatives can be fed the next best possible action from their Pega Sales Automation mobile app when engaging with potential customers out in the field. Sales reps can be confident the app is in sync with the latest analytics data on each customer to ensure sales offers are highly relevant and based on present moment customer preferences when on the road at sales meetings.
  • Integrated Next-Best-Action dashboard in Pega Customer Service: Customer service representatives can leverage Pega’s Customer Decision Hub capabilities directly in the Pega Customer Service application to guide them in all customer interactions. For example, service reps will know if the most valuable next course of action with a customer is to pursue an upsell offer, continue solving a previously reported problem, or authorize a discount on services to retain an at-risk account.

“Today’s customers demand relevancy and personalisation at every interaction. However most CRM applications are static systems that amount to little more than glorified online Rolodexes,” said Kerim Akgonul, Senior Vice President of Products, Pegasystems. “Pega has evolved traditional CRM by infusing intelligent decisioning capabilities to power any kind of customer interaction in real time – be it a marketing offer, sales proposal, or customer service call. This enables businesses to not just track their customers but anticipate their needs, adapt as those needs change, and provide an exceptional experience every time.”

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