Download Next-Best-Action Marketing

Next-Best-Action Marketing
Optimize Customer Lifetime Value
Key Challenge
A More Effective Approach to Marketing
CMOs and marketing organizations are under
extreme pressure to bolster marketing’s
contribution and deliver a better return on
investment. Marketers have long attempted
to connect with customers through traditional
campaign management tactics, inundating
customers with irrelevant and inconsistent
offers and experiences. The result is unhappy
customers, low offer conversion rates and
excessive customer churn.
Marketing organizations looking to make a significant impact on the
customer experience and drive effective return on investment are turning to
a Next-Best-Action approach.
Simply automating outbound marketing is no
longer sufficient in today’s customer-driven
world. To succeed, marketers must deliver
intelligent and coordinated communications
across all inbound and outbound channels, from
the contact center and Web, to email, social
media and mobile channels.
Across industries, Pega customers have
optimized their marketing organizations with:
`` 300 percent improvement in offer acceptance
rates
`` £2 million monthly increase in operating
margins
`` 180% increase in marketing operations
effectiveness
`` 25% increase in campaign respone rates
`` 30% increase in revenues
`` 5 point increase in retention rates
The Next-Best-Action approach to marketing uses decision management
and analytics to determine the right action for every customer and provides
them with the right message, at the right time, in the right channel.
Pega delivers on this vision through a unique combination of inbound and
outbound marketing capabilities that leverage real-time decisioning and
business process management. Pega’s marketing solution dynamically
manages cross-channel conversations through the entire customer
lifecycle, from offer design to offer fulfillment. Pega delivers on the promise
of customer centricity by providing measureable business benefits to
marketing organizations:
`` Creates relevant experiences for every customer. Turn every interaction
into a guided, relevant conversation by executing the Next-Best-Action at
the moment of truth. Continuously learn and adapt to every customer in
real-time, across all channels, including social media and mobile.
`` Gives 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.
`` Optimizes customer lifetime value. Maximize revenue with proactive
cross-sell, up-sell, and retention opportunities for customers and
coordinate the experience across inbound and outbound channels. Pega’s
solution provides the optimum balance between various customer needs
and the specific needs of the business.
Next-Best-Action Marketing
Key Capabilities
Optional Components
Optimize Marketing Strategies
Analytics-Based Campaigns
`` Next-Best-Action Marketing is a customer-centric
approach that leverages decision management and
analytics to provide real-time and batch marketing offers.
`` Pega’s marketing campaigns deliver multi-channel
communications to very targeted audiences that increase
return on investment in every marketing initiative.
`` Marketers have the ability to easily design offers and crosschannel processes within a unified marketing environment.
`` Pega’s campaigns capabilities leverage predictive
analytics and easy to use visual segments to pick the right
variables and profiles and dynamically change them over
time based on customer behavior.
`` Marketers can then apply predictive and adaptive models
to add intelligence and relevance to the offers to determine
which customers are very likely to be interested.
`` Next-Best-Action Marketing also leverages a series of
re-usable strategy templates to develop and coordinate
effective inbound and outbound marketing strategies.
Marketing Operations
Personalize Across Channels
`` Pega’s Marketing Operations capabilities include
dynamic case management that can orchestrate multiple
processes, systems and people allowing marketing to
adapt to complex business needs.
`` Marketers can create cross-channel engagement
strategies that continuously analyze customer history and
many different customizable attributes to determine the
top offer, best time, specific treatment, and best channel
to interact with customers and prospects.
`` Pega’s Operations module includes checklists for
marketers to monitor and control work, as well as
a number of approval templates that can be quickly
leveraged in the marketing organization to support
financial business objectives.
`` Next-Best-Action Advisor component focuses on
presenting real-time recommendations and offers to
agents or customers in the inbound channels like call
center, Web, or in store.
`` Pega also has the ability to extend decisions across multiple
channels including mobile, email, traditional mail, and
other channels like location based and social media.
Monitor, Control, and Adapt
`` Leverage a visual reporting dashboard to monitor and
track marketing effectiveness across all channels,
segments, and products.
`` Run a set of test scenarios and simulate results for future
marketing programs allowing you to make the right
decisions before executing.
`` Through adaptive analytics, learn from changing customer
behavior and adapt offers and recommendations in realtime at each customer touch point.
`` Pega’s Marketing Operations also leverages core Pega
business process management capabilities to automate
work to fulfillment, all within the same unified system.
Analytics Components
`` Predictive Analytics Director allows marketers to design
and execute predictive analytics strategies to accurately
anticipate customer behaviors, such as offer acceptance,
churn or credit risk.
`` Adaptive Decision Manager allows marketers to design
and execute custom adaptive analytics strategies, enabling
customer interactions to be instantly adapted to account
for changing customer interests and needs.
`` Visual Business Director allows marketers to simulate
and test the potential impact of even the most complex
customer strategies before putting them into production.
Once deployed, performance can be monitored and
controlled at any level of operation in real-time.
For more information, please contact your Pegasystems representative, visit us on the Web at www.pega.com, or email us at
[email protected]. © Copyright 2012 Pegasystems. All rights reserved.
2012-10