Pegasystems Extends the Customer Decision Hub Aacross Its CRM Suite

Pegasystems has extended its Customer Decision Hub, including predictive analytics, next-best action, and real-time event streaming capabilities, across its complete suite of CRM applications, including Pega Marketing, Pega Sales Automation, and Pega Customer Service.

With Pega CRM applications, businesses can analyze customer data in real time across marketing, sales, and customer service, and receive suggestions on the best possible action to take with customers at any point in the engagement cycle. Pega's Customer Decision Hub enables Pega CRM applications to continually adapt with self-learning models.

Pega's Customer Decision Hub also powers new analytics capabilities across the Pega CRM application suite. It combines adaptive analytics and real-time decisioning into a unified solution.

New functionality includes the following:

• Real-time event detection in Pega Marketing: This new feature enables marketers to take proactive marketing actions based on streaming big data and patterns of customer behavior.
• Predictive analytics in the new Pega Sales Automation mobile app: Now sales representatives can be fed the next best-possible action from their Pega Sales Automation mobile app when engaging with potential customers out in the field.
• Integrated Next-Best-Action dashboard in Pega Customer Service: Customer service representatives can leverage Pega's Customer Decision Hub capabilities directly in the Pega Customer Service application to guide them in all customer interactions.

"Today's customers demand relevancy and personalization at every interaction. However most CRM applications are static systems that amount to little more than glorified online Rolodexes," said Kerim Akgonul, senior vice president of products at Pegasystems, in a statement. "Pega has evolved traditional CRM by infusing intelligent decisioning capabilities to power any kind of customer interaction in real time, be it a marketing offer, sales proposal, or customer service call. This enables businesses to not just track their customers but anticipate their needs, adapt as those needs change, and provide an exceptional experience every time."

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