Presentación de Sjaak Van der Wilk, Account Executive Spain en PEGASYSTEMS, durante el CX Tech Day. "Pega Infinity" - CRM Customer Engagement (Gartner) ( https://asociaciondec.org/herramienta-software/pega-infinity/ )

1. © 2020 Pegasystems Inc. CONFIDENTIAL
1:1 Customer Engagement
Customer Decision Hub
Sjaak van der Wilk, 1:1 Customer Engagement Specialist

2. #Efecto
Covid ha acelarado la
digitalización
El nuevo ´Normal´
#Consecuencia
Tenemos que ser capaz de
entender las necesidades del
cliente en cada momento a
través de cualquier canal y
responder en tiempo real
#Impacto
Retos con la retención, presión
sobre facturación y margenes

3. Experiencia del CX regular
Gartner
85%
BCG
$345M
Facturación anual perdida
PWC
Clientes que empiezan trabajar
con otra marca
50%

4. Seguimos con la comunicación con el cliente tradicional
Venta de productos usando segmentos y campañas
Target
Analyze Segment Design
Optimize Execute
Monitor
Repeat

5. Digital Marketing Association (2019)
Blended Rate Across Digital & Physical Channels
5
Porcentaje
respuesta
mediana
%

6. Offers
Product
A
Product
B
Product
C
Product
D
Bob
Jennifer
Mary
Angus
Emily
Foco-venta
Actions Sell Serve Retain Nurture
Bob
Jennifer
Mary
Angus
Emily
Foco-Empatia

7. La solución de Pega
7
2 OMNICANAL
1 1:1 REAL
RELEVANCIA: Un único cerebro – NEXT-BEST-ACTION
3
4 COMUNICACIÓN EN TIEMPO REAL, SIEMPRE
ACTIVO
7
RESULTADOS
Forrester Total Economic Impact
• 489% ROI
• <6 meses recuperación inversión
Fuente: Forrester The Total Economic Impact™ Of Pega Customer Decision Hub

8. Pega Customer Decision Hub
Una única autoridad de decisión
Next-Best-
Actions
(100 ms)
Contexto del
cliente
Información Insight Acción
¿Que información
tenemos sobre él?
¿Qué información
acabamos de recibir?
¿Cúal es su
propensión?
¿Qué valor
generará?
¿Cómo se ha
comportado?
¿Qué estrategia debemos
emplear (retención,
venta,etc)?
¿Qué acción
tomamos?
¿Cúal es su
contexto?
¿Qué creatividad le
entregamos al cliente?

9. $150M / Año
(cada 10M clientes)

10. “We used Pega’s Adaptive Decisioning capability to build 250
models in one week… that would have taken my team of 25
data scientists more than 3 years using a traditional predictive
modeling approach.”
- Andrew McMullan
Head of Decisioning, CBA
CBA used Pega’s Customer Decision Hub to intelligently
suggest the next best conversation with each customer -
building deeper, more personalized relationships, across
channels.
• 24 million decisions / day over 18 channels
• +12 NPS lead over competition
• 10X increase in lead volume
• 3X increase in lead conversion rates
• #1 in CSAT for retail, business, and online banking

11. “With Pega, we can forget about the channel - it's irrelevant. The idea of
audience-based segments is gone. We have genuine, relevant, 1-1
communications, personalized to the individual – making decisions based on
what happened half a second ago.”
- Simon Esland
Group Head of Marketing Technology &
Commercial Capabilities, Vodafone
Vodafone has been a Pega Marketing and Customer Decision Management
user since 2007 – progressively integrating more of their inbound and
outbound channels, such as call-centers, retail stores, web & mobile, the
IVR, and most recently - their campaign management program.
• 300% Improvement in offer acceptance
• 25% Increase in campaign response
• 5% Increase in customer retention
• 20% Increase in Net Promoter Score (NPS)
• 40% Revenue growth
• £1 Increase in ARPU, per customer, per month
• £100M+ Incremental profit, annually