Pegasystems has launched its Next-Best-Action Customer Journeys, a new AI-powered capability designed to modernise traditional customer journeys with intelligent decisioning and propensity modeling.

According to the company, this capability transforms conventional marketing by considering the changing nature of human behaviour.

Marketers can intelligently sense customers' context and needs to adjust and change their outreach approach in real time, and proactively deliver personalised messages on their preferred channels.

At present, typically brands rely on prescriptive journeys to push products to predefined segments of customers at predetermined points in time.

However, because humans do not always follow a linear path, this approach often results in poorly timed, overly sales-focused communications, Pegasystems states.

Part of Pega Customer Decision Hub, Next-Best-Action Customer Journeys takes a new approach, providing a unified solution that helps organisations to:

Rapidly activate journey data: Instead of business rules and predefined experiences, each customer's current journey and stage can now automatically be integrated into next-best-action decisioning models.

By incorporating all available sources of customer data, organisations can increase predictive accuracy and relevance of every experience in real time, ultimately helping improve performance.

Orchestrate journeys with real-time propensity scoring: While traditional solutions require users to construct siloed, product-centric experiences that consider a limited number of interactions on a small subset of channels, Next-Best-Action Customer Journeys offers a single, propensity-driven solution that optimises end-to-end customer experiences across use cases, channels, and lines of business.

Based on real-time, data-driven scoring, businesses can understand exactly when they need to pivot between selling, serving, and retaining customers in real time as their needs change.

Analyse and optimise journey performance: Integrated journey visualisation capabilities generate graphical representations of end-to-end customer experiences and update in real time as individuals interact with brands throughout their journeys.

This helps marketers to identify optimal journey paths across channels and stages, preemptively remove roadblocks, and drive continuous performance improvement.

Part of the Pega Infinity digital transformation software suite, Pega Customer Decision Hub serves as an always-on brain providing centralised AI across all customer touchpoints inbound, outbound and paid to optimise every interaction and maximise customer value.

Its predictive analytics and customer decision management enables organisations to surface unique insights and recommend the next best action in real time during every step of the customer lifecycle from marketing to sales to customer service and retention, the company states.

Pegasystems vice president of decisioning and analytics Dr Rob Walker says, “While the opportunity to attract customers' attention is more elusive than ever, most traditional marketing tools still can't meet customers exactly where they are on their journeys.

"Instead of creating static experiences based on deterministic logic, organisations need to optimise and humanise the customer experience.

"Next-Best-Action Customer Journeys provides businesses a propensity-driven solution that adapts to customers' context in real time, bringing true value and relevance to customers and driving results in a way that's never been done before.