Arbitrating across business issues

Pega Customer Decision Hub™ combines analytics, business rules and customer data to make intelligent decisions. Every next best action weighs customer needs and business objectives to optimize decisions.

To arbitrate across multiple business issues, you create a decision strategy and use this strategy to define applicability conditions in Next Best Action Designer.

For example, consider a bank who is already doing sales. Now it wants to proactively offer retention offers for customers with high churn risk.

To predict the churn risk, a data scientist creates a churn prediction that calculates the likelihood that a customer will soon leave the bank.

You create a decision strategy that differentiates between high risk and low risk customers that references the churn prediction.

In Next Best Action Designer, you use the decision strategy to define applicability rules for the sales offers and the retention offers.

When the customer has a low churn risk, sales offers are applicable.

Conversely, when the customer has a high churn risk, retention offers are applicable.