Understanding engagement policies
Engagement policies are a set of business rules and practices used by the organization to determine which customers are eligible customers for which next best actions. These sets of rules are distinct from arbitration and targeting rules, which dictate why a customer is a good fit for this action or recommendation. Engagement policies allow you to specify the conditions under which an action or group of actions is eligible for a customer.
You can define the following condition types as part of your engagement policies:
|Eligibility||The conditions that the customer must fulfill in order to qualify for the action.||
To qualify for this action, you must be at least 18 years old.
|Good||This is a good example of a hard business rule that the bank must follow due to regulations.|
|To qualify for any of these actions, the customer must not be flagged as deceased.||Good||In these examples, the bank has internal policies that define their marketable universe. This is an example of using eligibility criteria for the purposes of qualifying out non-marketable individuals.|
|To qualify for any of these actions, the customer must not be flagged as inactive.||Good|
|To qualify for this repayment plan, your account must be at least 90 days past due.||Acceptable||In this example, the bank has an internal rule which dictates that no customers are eligible for specific repayment plans unless they have been late for a specific number of days, so the criterion is acceptable. However, be careful not to use these types of criteria to target customers based on assumptions.|
|To qualify for this Gold Card upgrade action, you must be an active credit card customer.||Good||Only current customers are eligible for upsell offers.|
|To qualify for this auto loan action, you must have less than three outstanding loans with the bank.||Not recommended||Although this rule could be a bank policy, it is more likely that the author is trying to target auto loans to customers who are more likely to accept new loans from this bank. A better solution is to manage all targeting criteria in the Arbitration tab of Next-Best-Action Designer.|
|Applicability||The conditions for the action to be relevant at this point in time.||
Gold Card upgrade offer is only applicable if the customer does not already have a Gold Card.
|Good||This is a good example of using the customers current data to suppress offers that would not be applicable, such as products that the customer already has.|
|The Premier Checking account upgrade offer is only applicable if the customer checking account has a daily average balance greater than $500 over the last four months.||Not recommended||Although this could be a bank policy, where the bank would prevent a customer from opening the account unless the customer meets these criteria, it is more likely the author is intending to use this rule as a targeting criterion. A better solution is to manage all targeting criteria in the Arbitration tab of Next-Best-Action Designer.|
|The auto loan offer is only applicable if the customer has not have been late on more than two consecutive payments on any loan with the bank over the last two years.||Acceptable||
This rule can be a bank policy where customers who have been late in consecutive payments should not be presented with new credit offers. However, be careful not to introduce targeting criteria if the intent behind this rule is finding the right customers who may accept auto loan offers.
|The auto-pay reminder message is only applicable if the customer account is not currently enrolled in auto-pay.||Good||This engagement message is not applicable if the call to action has already been completed by the customer.|
|The savings product offers are only applicable if the customer has not explicitly opted out of any direct marketing for this product line.||Good||This rule is a good example of including customer-specific information to filter specific actions. Unlike eligibility criteria, the customer is in control of changing their marketing preferences, and thus this business rule should be categorized as applicability.|
|Suitability||The conditions for an action to be appropriate for a customer. An action is considered suitable if it is in the customer's best interest.||
Although a customer may be eligible for a loan, it may be inappropriate to market it to them if they are likely to default on it.
|Contact policy||Policies which determine when and for how long an action or a group of actions should be suppressed, based on customer behavior.||
Suppress an action for a customer after the customer has received messages related to the action more than five times over a seven-day period.