Pegasystems, a software company that shatters business complexity, released Next-Best-Action Customer Journeys, new ways to modernize traditional customer journeys with intelligent decisioning, propensity modeling, and optimized interactions. As human behavior changes, this capability transforms conventional marketing. Marketers can proactively deliver customized messages on customers’ preferred channels instead of forcing them down predetermined paths. They can sense each individual customer’s unique needs and context and adjust and change their outreach approach 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.”

Companies must continue to compete in noisy and competitive environments to capture the limited attention of customers. Traditional approaches to orchestrating journeys no longer work. A brand typically utilizes prescriptive journeys in order to provide products to certain segments of its customers at certain times. This approach, however, often results in overly sales-focused and poorly timed communications because humans are complex and do not always follow a linear path. Customers ignore a relevant offer at best and jump to a competitor at worst.

The Pega Customer Decision Hub is part of Pega Infinity™ digital transformation software suite and provides centralized artificial intelligence (AI) across all customer touchpoints, inbound, outbound, and paid, in order to maximize customers’ value. In every step of the customer lifecycle, from marketing to sales to customer service and retention, predictive analytics and customer decision management enable organizations to identify unique insight and recommend the next best action in real-time.