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Implementing Pega Customer Decision Hub features

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Pega Sales Automation includes numerous Pega Customer Decision Hub features to support the sales process, including: local campaigns, next-best-offer strategies, and next-best-action strategies.

If you plan to implement Pega Customer Decision Hub in a configuration with the Pega Customer Relationship Management suite of applications, the Pega Customer Decision Hub application should be created on a different Pega environment with a its own database and application servers separate from the ones used by Pega Customer Service and Pega Sales Automation applications. The Pega Customer Decision Hub application is a back-end analytical application with a typically smaller number of active users compared to the operational Pega Customer Service and Pega Sales Automation applications. Keeping the operational and analytical clusters separate helps ensure easier maintenance and decreases upgrade complexity.

Local campaigns

As a sales representative or a sales manager, you can use the local campaigns feature to create and send personalized email and SMS campaigns to contacts in the Pega Sales Automation application. When a contact accepts a campaign offer, a lead is automatically generated in the application. Local campaigns are supported for both business-to-business (B2B) and business-to-consumer (B2C) selling models.

To implement local campaigns in Pega Sales Automation, you must first integrate Pega Sales Automation with Pega Customer Decision Hub. You can then activate the feature in App Studio.

Next-best-offer recommendations

Pega Sales Automation uses Pega Customer Decision Hub to identify the top sales offer across a sales representative's book of business. Adaptive models guide sales representatives and sales managers to the offers that have the highest propensity to close. When a prospect accepts an offer, an opportunity is automatically generated.

To implement next-best-offer recommendations in Pega Sales Automation, you must first integrate Pega Sales Automation with Pega Customer Decision Hub. You can then activate the feature in App Studio.

Enabling local campaigns and next-best-offer recommendations

To use local campaigns and next-best-offer recommendations in Pega Sales Automation, you must first integrate Pega Sales Automation with Pega Customer Decision Hub. You can then activate the features in Pega Sales Automation.

Enable local campaigns and Next best offers in App Studio. For more information, see Enabling application features.
  1. In the navigation pane of App Studio, click Settings Application Settings .

  2. Click the Pega Customer Decision Hub tab.

  3. To activate local campaigns, select the Local campaigns check box.

  4. To activate next best offers, select the Next best offers check box.

  5. In the Pega Customer Decision Hub URL field, enter the URL for your Pega Customer Decision Hub implementation, for example, http://NN.NN.N.NNN:8080/prweb/PRSOAPServlet.

  6. In the Customer lifetime value (CLV) fields, enter the maximum, average, and minimum CLV values for your organization.

    Customer lifetime value (CLV) is a prediction of the net profit that is generated as a result of an organization's entire future relationship with a customer. Pega Customer Decision Hub uses CLV values to identify customers with the potential to grow, which allows you to more effectively target your marketing efforts. Customer lifetime value is applicable to both business-to-business (B2B) and business-to-consumer (B2C) customers.
  7. Click Save.

Next-best-action strategies

Pega Sales Automation uses Pega Customer Decision Hub and Decision Management capabilities to identify the next best action for every opportunity in the application, rank the top actions, and display the results in the Next best actions widget on the sales representative's dashboard. Next-best-action strategies use predictors such as digital activity, service activity, products sold, and sales representative activity to determine the next best action for every opportunity.

For more information, see Next best action in Pega Sales Automation. For more information about next-best-action strategies for Pega Sales Automation for Insurance, see Next best action in Pega Sales Automation for Insurance.

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