In today’s data-driven world, understanding customer behavior and creating strategies that respond intelligently to their interactions is crucial. The Pega Customer Decision Hub (CDH) offers a comprehensive way to craft strategies that use interaction history for informed decision-making. A common use case is identifying whether a customer has previously engaged with a specific action, such as clicking a mortgage offer.
Why Check for Previous Interactions?
Identifying customers who have previously interacted with an offer or action helps tailor future interactions and refine marketing efforts. For instance, if a customer has clicked on a mortgage offer, it indicates interest, and a well-timed follow-up offer can be more effective. Conversely, if a customer has never engaged, a different approach may be needed.
Step-by-Step Guide to Create the Strategy
Follow these steps to build a strategy that checks for past interactions in Pega CDH:
1. Create the Strategy in Pega CDH
• Navigate to Intelligence > Strategies.
• Click Create > Start with new canvas.
• Give the strategy a descriptive name, like "Engaged with Mortgage Offers," and select the Customer class from the Primary Context, e.g., PegaCRM-DataCustomer.
• Click Create and open.
2. Enable External Input
• Right-click inside the strategy canvas and select Enable external input.
3. Add Essential Components
• Add the following shapes to the canvas:
o Interaction History Summary: This shape pulls past interaction data.
o Data Join: Combines data for richer context.
o Two Filter Shapes: Filter and refine data based on specific criteria.
4. Configure the Interaction History Summary
• Double-click the shape and name it (e.g., "Action Outcomes").
• Set the Summary data set field to OfferOutcomeCount.
• Click Submit.
5. Set Up the First Filter
• Name this filter "Clicked on Mortgage Actions."
• Open the expression builder and create a condition to count specific interactions, like clicks on mortgage offers.
• Click Submit. 6. Configure the Data Join
• Name this shape "Join Mortgage Clicked Count."
• Choose the first filter as the source component and set conditions like .pyIssue = .pyIssue.
• Map properties to set .Count = .Count.
• Click Submit. 7. Set Up the Second Filter
• Name it "Clicked Once or Many Times."
• Add a condition: .Count > 0 to check if the click count is greater than zero.
• Click Submit.
8. Mark the Strategy as Relevant
• Select Actions > Mark as relevant record to make the strategy easily accessible.
Result: The strategy uses two filters to determine past interactions. The first filter summarizes interaction history and identifies counts of specific actions. The second filter checks if the count is greater than zero. If the customer clicked on a mortgage offer at least once, the strategy result is true; otherwise, it is false.
Defining an Eligibility Rule Using Your Strategy To refine customer qualification further, you can add an eligibility rule in your engagement policy using the strategy.
Here’s how:
1. Navigate to the NBA Designer
• Open Customer Decision Hub.
• Click Next-Best-Action > Designer > Engagement policy and then click Edit.
2. Add the Eligibility Rule
• In the Eligibility section, click the Add a row (+) icon.
• Specify the rule as: Customer <your strategy name> has results for Final output.
• For example: Customer Engaged with Mortgage Offers has results for Final output.
3. How the Rule Works
• The rule checks if the strategy has results for the final output. If the customer’s interaction count is greater than zero (indicating previous engagement), the strategy result is true, and the customer is eligible for another action. If the count is zero, the result is false, and the customer will not qualify. Practical Applications Imagine you are running a campaign for mortgage refinancing:
• If a customer has previously clicked on a mortgage offer, the eligibility rule makes them eligible for the refinancing action.
• If the customer has not interacted with mortgage offers, they will not qualify, and you can direct them to a different action.
Conclusion
By leveraging Pega CDH’s strategy and integrating it into the NBA Designer, businesses can make data-driven decisions, improve customer engagement, and create more meaningful and personalized offers. Checking for previous interactions and adding eligibility rules ensures that your engagement strategies are highly targeted and effective, optimizing customer experience and maximizing marketing success.
--TEAM ENIGMA
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