Pega Marketing for Communications Product Overview€¦ · Pega Marketing for Communications...

Pega Marketing for Communications

PRODUCT OVERVIEW

7.21

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Pega Marketing for Communications

Document: Product Overview

Software Version: 7.21

Updated: June 2016

CONTENTS

Product overview ................................................................................................ 1 PMC overview ................................................................................................. 1

High-level functionality ....................................................................................... 2 Outbound campaigns ...................................................................................... 2

E-bill campaign .......................................................................................... 2 Basket abandonment ................................................................................ 2 Upgrade offer ............................................................................................ 2

Strategies and events ...................................................................................... 2 Poor NPS event ......................................................................................... 2 Pre-Paid Bundle Usage Breach Strategy .................................................. 3 Next Best Offer Strategy ........................................................................... 3 IVR Options Are Confusing Strategy ......................................................... 3 Poor Quality of Experience Strategy ......................................................... 3 Geolocation Strategy ................................................................................. 3

Issues/groups, offers, microsites and segments ............................................. 4 Inbound channels ............................................................................................ 5

WSS Portal ................................................................................................ 5 NBAA Portal .............................................................................................. 6 Customer Service Desktop ........................................................................ 6 Offer negotiation in NBAAC through customer service ............................. 7 Co-browsing .............................................................................................. 8

Inbound interactions ........................................................................................ 8 Appointment management ........................................................................ 8 Customer profile completeness ................................................................. 8 What-if analysis ......................................................................................... 9 Present suggested offer .......................................................................... 10 Retention framing .................................................................................... 10

Calculation logic ............................................................................................ 12 Investment budget calculation ................................................................. 12 Churn score calculation ........................................................................... 12 CLV ......................................................................................................... 12

Data structure .................................................................................................... 13 Data classes .................................................................................................. 13

Sample database model .......................................................................... 13

Operators, access groups and portals ........................................................... 14 Operators and access groups ....................................................................... 14

Designer Studio ....................................................................................... 15

Marketing Portal ...................................................................................... 15 Event Simulator Portal ............................................................................. 16

Pega Marketing for Communications Product Overview 1

Pega Marketing for Communications (PMC) is a comprehensive marketing automation solution built for the communications industry to deliver personalized customer engagements across inbound and outbound channels.

PMC is built on Pega’s industry-leading marketing application (Pega Marketing and Next-Best-Action Advisor [NBAA]), which uses a unique combination of predictive and adaptive analytics, real-time decisioning, and business process management to dynamically manage cross-channel conversations (from design to fulfillment), drive revenue, retain customers and expand customer lifetime value (CLV).

PMC consists of outbound channel communication known as Next-Best-Action Marketing for Communications (NBAMC) and inbound channel communication known as Next-Best-Action Advisor for Communications (NBAAC).

PMC overview Marketing organizations, looking to make a significant impact on the customer experience and drive effective return on marketing investment, are turning to a Next-Best-Action approach to marketing.

Pega’s approach to Next-Best-Action marketing for communications uses decision management and analytics to determine what the right action is for every customer; and then provide them with the right message, at the right time, through the right channel.

Built for marketers responsible for managing inbound and outbound customer communications and experiences, the PMC application delivers on this vision through a unique combination of real-time inbound and outbound marketing, events, campaigns and strategies that leverage predictive and adaptive analytics, real-time decisioning, and business process management. Pega’s marketing solution dynamically manages multi-channel conversations across the entire customer lifecycle, from offer design to order fulfillment.

The solution embraces customer centricity by providing measureable business benefits to marketing organizations by:

Creating relevant experiences for every customer – Turn every interaction into a guided, relevant conversation by executing the Next-Best-Action at the moment of truth. This solution continuously learns and adapts to every customer in real time, across all channels, including social media and mobile.

Giving marketers more control – Design, change, measure and control multi-channel customer strategies with a single marketing portal that doesn’t require IT involvement. Pega is the only solution to support marketing operations with a robust business process management platform that seamlessly connects sales with customer fulfillment processes.

Optimizing CLV - Maximize revenue with proactive cross-sell, up-sell and retention opportunities for customers and coordinate the experience across inbound and outbound channels.

PMC is a comprehensive marketing automation solution built for the communications industry to deliver personalized customer engagements across inbound and outbound channels.

Product overview


PMC includes functionality for:

Campaigns

Strategies and events

Inbound channels

Calculations

Outbound campaigns E-bill campaign The E-bill campaign is designed to reach all customers via real-time container ads, targeting the customers during authentication on their web self-service (WSS) site or via email. The campaign encourages customers to subscribe to an e-bill. An e-bill is the soft copy of the monthly bill generated for the customer every billing period/cycle. E-bill notifications are sent via WSS banners to the customers who have not subscribed to an e-bill earlier, and reminders are sent via SMS and mail.

Once the customer subscribes to receive an e-bill, they will not receive any further notification through the above-mentioned channels.

Basket abandonment Basket abandonment is designed to send offers to customers when items are left in the shopping basket of their WSS Portal. The campaign targets customers who have exited the WSS Portal without completing the transaction. The customer will receive an offer based on their CLV, which encourages them to return to the site to complete the transaction.

Upgrade offer The Upgrade Offer Campaign sends an individualized upgrade offer to any customer who has not upgraded his/her phone or signed a new contract in 22 or more months. The upgrade offer is sent via email, with a link for the customer to click. Once a new contract is signed the customer will no longer receive this campaign offer.

Strategies and events Poor NPS event Poor net promoter score (NPS) events are identified and tracked through customer events that are captured and analyzed to calculate a customer’s NPS. The events could be from sources such as the network management system (e.g., dropped/blocked calls), customer relationship management system (e.g., billing complaints) and IVR (e.g., selection of menu items related to retention, network issues, etc.). When the customer’s NPS score goes below a threshold level, PMC will determine the Next-Best-Action to increase the NPS score and then pass that action to the best channel through which to execute it (e.g., Web, mobile, IVR, Live Care, etc.).

High-level functionality


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Pre-Paid Bundle Usage Breach Strategy A pre-pay strategy is the process of dynamically sending an offer to pre-pay customers when the usage of any or all parts of a bundled service reaches a predefined limit. Bundles are combinations of voice, data, and SMS services. The strategy is triggered when consumption crosses the threshold value/max value of the bundle.

The strategy determines the offer most likely to result in the customer topping up their bundle and remaining a customer.

Next Best Offer Strategy Next Best Offer strategies enable decision-based actions based on feedback from customer responses during any given interaction. The responses are incorporated into the Next Best Offer Strategy to execute a specific strategy. For example, if a customer provides a poor rating for billing-related questions, the billing strategy is executed by the Next Best Offer Strategy to address the customer’s billing concerns. PMC contains five Next Best Offer strategies, each of these strategies are used to decide the best offer for a customer within the context of the specific interaction. Next Best Offer Strategy offers include, Customer Service Strategy, Billing Strategy, Network Strategy, Service Strategy and Handset Strategy. Offers for these strategies are determined by the customer’s churn score and offer prioritization logic.

IVR Options Are Confusing Strategy This strategy is used to decide a best offer for a customer who has found using the IVR to be confusing as shown by their response to a survey after abandoning a phone call while still navigating the IVR. The offer is decided by using the customer’s churn score and offer prioritization logic.

Poor Quality of Experience Strategy A poor quality of experience (QoE) is associated to the Poor QoE Strategy but can include events outside service-related events. The Poor QoE Strategy is divided into two more strategies: one is for a wireless network scenario, and another for a wireline/cable network scenario.

QoE Mobile Strategy: This strategy is executed when a QoE mobile event is triggered from an event simulator.

QoE Cable Strategy: This strategy is executed when a QoE cable event is triggered from an event simulator.

Geolocation Strategy The Geolocation Strategy is used to send offers to customers based on a customer’s presence in a particular geographical location. Geographical locations are determined by latitude and longitude, and a predetermined radius.

Offers sent to customers are determined by PMC based on their churn risk, age, lifetime value and cost to the company, as well as the customer’s current location.



Issues/groups, offers, microsites and segments Issues/Groups are logical associations of offers based on trigger type. Groups in PMC are Cross-Sell/Up-sell, Retention, Negotiation, Sales and Service.

Offers are preconfigured assets that are available in the system to send to customers via inbound or outbound events. These offers are sent to customers based on specific criteria used to trigger an event. Some examples would be inbound triggers like web browsing or outbound triggers such as campaign execution. There are over 200 offers available in PMC.

Microsites are landing pages used throughout PMC. These microsites are used as a way to deliver offers to customers and to gather additional information through questions or surveys. Available microsites are listed in the screenshot below.

Segments are one factor in determining what personalized offer is presented to a customer. After a new churn score is calculated, customers are placed into one of three segments:

Allcustomers: This segment contains all customers regardless of their CLV or churn score.

HighCLVCustomers: Customers with a high CLV are assumed to be satisfied with the services and/or products they are currently using. These customers can be targeted for cross/up-selling offers.



LowCLVCustomers: Customers with a low CLV are assumed to be dissatisfied with the services or products they are currently using, or reaching the end of their contract term. These customers might have already decided to avail product/services from other competitors. Retention-specific offers are usually targeted to these customers to reduce churn risk.

Inbound channels WSS Portal The online self-service portal is integrated with PMC to showcase Pega’s capability to provide a true omni-channel experience to the customer. Leveraging a UI designed for self-service that recommends products that will appeal to the specific customer (including upsell to increase CLV) allows customers to build a personalized bundle, and controls investment to ensure that the deal is profitable. This uses the same strategies that are used to determine bundles as the agent-assisted channel to ensure consistency and minimize effort for the marketing team. The UI can also be used in agent-assisted, shoulder-to-shoulder situations on PCs and mobile devices.



NBAA Portal The NBAA Portal is the default portal for customer service agents (CSAs). Pega Next-Best-Action Advisor for Communications brings inbound communications across all channels and devices. CSR will be able to negotiate an offer through NBAA and provide appropriate propositions/offers and services to the customer.

Customer Service Desktop Customer Service Desktop brings inbound communication and services cases through NBAA, Chat and Co-browse to facilitate a true omni-channel experience for the customer. PMC integrates with Customer Service for Communications through services that map attributes of requests and responses for an interaction. The following services are available through the CS Desktop:

Bundle Negotiation

Offer History

Make Offer



Top Three Offers

Profile Completeness Score

Offer negotiation in NBAAC through customer service CSAs are able to negotiate an offer through NBAAC and provide the customer with appropriate offers and services.



Co-browsing The co-browsing functionality has been implemented in the PMC and CS portals to enable seamless interaction with the CSA and customer in a low cost and immediate way.

Inbound interactions Appointment management Appointment management allows a customer to create and manage an appointment through the WSS Portal. A new appointment can be created, and existing appointments can be modified or canceled from the NBAA Portal or CSA for agent-assisted channels or from the WSS Portal for a self-service channel.

An appointment is created for a customer with the following information:

Store name and location

Visit reason

Date and time

The skill-based routing functionality implemented in PMC maps an appointment to an agent based on the appointment criteria in order to ensure the agent with the appropriate skills is working in the selected store at the selected time.

Customer profile completeness Customer profile completeness is a feature available in PMC. Profile completeness is intended to allow customers to self-manage their contact and preference details with the communications service provider.

Based on the details provided by the customer, a profile completeness score is calculated, saved, and used as a reference. Following are the captured customer data that contribute to the profile completeness score:

Personal Information

Travel Information

Device Preferences



Usage Preferences

What-if analysis What-if analysis is a way to explore alternative offers for a customer to customize services to their needs.

As a part of this process, a list of relevant questions is presented to the customer. The responses to these questions, combined with their customer profile information and proposition information, are used by PMC to decide the best offer for the customer.



Present suggested offer Present suggested offer is used to recommend an offer to a customer based on the customer’s profile information and churn category.

Nurtured Customers are customers with low churn risk (for example: Churn risk <30) and are assumed to be satisfied with the services or products they are currently using. Nurtured Customers are targeted with cross-sell offers in an attempt to increase their CLV.

Preemptive Customers are customers with potential churn risk (for example: Churn risk between 30 and 60). These customers are not fully satisfied with the products and services they are currently using and may be looking for product/services from competitors. Preemptive Customers are targeted with preemptive offers.

Proactive Customers are customers with high churn risk. These customers are not satisfied with the products and services they are currently using. These customers might have already decided to avail product/services from other competitors. Proactive Customers are targeted with proactive offers to retain, and in turn reduce, their churn score.

Retention framing Retention framing is a process aimed at retaining a customer that has expressed a desire to leave by using four logical steps:

1. A customer contacts the CSP and expresses their desire to leave.

2. The CSA takes the time to learn more about the customer by using contextual data, historical data and a series of questions so the offers can be better tailored to meet their needs.



3. The value messaging stage is when the agent can address the customer’s concerns using pre-defined value messages. These messages are prioritized using analytics to determine the likelihood of the customer changing their perception and increasing the likelihood of the customer accepting an offer.

4. Bundle negotiation leverages strategies, the customer interaction history and context from the previous three steps to determine the best offer for the customer. Presented offers are determined based on a budget that is assigned to the customer leveraging their CLV and Churn score. The agent is prompted to select offers within the provided budget for the customer.



Calculation logic PMC provides reference calculations to decide a Next-Best-Action for the customer. These calculations are built for the communications industry and can be enhanced or modified during implementation.

Investment budget calculation The cost of acquiring a new customer is much higher than the cost of retaining an existing customer. To decide the correct retention budget for a customer, the company needs to understand the CLV and the churn risk associated with each individual customer. A target budget is determined by the company to determine the amount to spend in order to provide relevant offers to reduce the customer’s churn risk.

Churn score calculation Churn score is predefined using the customer’s interaction history, contract information and offer response. These parameters can be modified for demonstration or during implementation.

CLV The customer’s CLV is calculated using data from the customer’s account history, margins on products and services a customer has purchased or leased, and length of time with the current provider. During the offer negotiation process, the customer can subscribe to a new set of products. The CLV is then recalculated with the new one-time cost and margin values of offers/propositions selected during the offer negotiation. The new CLV dynamically updates the investment budget.


Data classes PMC uses data classes to define the data structures for supporting information that the application uses to process work. PegaComm-FW-NBAMCFW-Int- contains reusable data classes. The data classes used in the application are:

PegaComm-FW-NBAMCFW-Int-Event

PegaComm-FW-NBAMCFW-Int-EventHistory

PegaComm-FW-NBAMCFW-Int-COMMS_RETAIL_CUSTPROFILE

PegaComm-FW-NBAMCFW-Int-PMC_CUSTOMER_APPOINTMENT

PegaComm-FW-NBAMCFW-Int-PMC_CUSTOMER_PROFILE_PREFS

PegaComm-FW-NBAMCFW-Int-PMC_STORE_DETAILS

Sample database model

Data structure


Operators and access groups PMC comes with predefined operators, access groups and portals. The operator passwords are set to rules. Operators are divided into five groups:

Administrators, typically developers, who create and modify Pega 7 and application rules

Architects who define the business processes

Users who are responsible for work fulfillment

Managers who manage the processes as well as the work

This table lists the operators installed with the application, their access groups and portals.

Operator ID Access group Portal NBAMCDeveloper

PegaNBAMC_FW:Administrators

Developer Marketing EventSimulator NBAAPortal

NBAACUser PegaNBAMC_FW:NBAAUsers NBAAPortal NBAACRetailUser PegaNBAMC_FW:NBAARetailUser NBAAPortal EventUser PegaNBAMC_FW:EventSimulator EventSimulator MarketingAnalyst@PMC PegaNBAMC_FW:MarketAnalysts Marketing

NBAAPortal MarketingManager@PMC PegaNBAMC_FW:Managers pyCaseManager7 MarketingManager@PMC PegaNBAMC_FW:CoBrowseUsers Developer

Marketing EventSimulator NBAAPortal

Operators, access groups and portals



Designer Studio The Designer Studio, or developer portal, is used to configure and extend the application, such as creating new business processes, configuring integration, and adding new data properties.

Marketing Portal The Marketing Portal is specially built for the marketing user and provides the user with quick and convenient access to a wide variety of resources, including the Marketing Dashboard, Campaign Management and Offer and Strategy content.



Event Simulator Portal The Event Simulator Portal is used for testing and demonstrating events that would be triggers by other systems in an implementation environment.

Events triggered from the Event Simulator are mapped to respective programs in PMC and triggered for a specific customer.

PMC has three categories used for grouping customers: Nurture, Preemptive and Proactive. The customer category is decided based on the customer’s churn score. The Event Simulator leverages these groupings and allows search functionality for each customer category in order to provide appropriate demonstration results.

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