Pega Marketing for Communications

PRODUCT OVERVIEW 7.4

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Pega Marketing for Communications

Document: Product Overview

Software Version: 7.4

Updated: April 2018

CONTENTS

Overview of Pega Marketing for Communications ..................................... 1

Measurable business benefits .......................................................................... 1

Creating personalized experiences for every customer .......................... 1

Giving marketers more control .................................................................. 1

Optimizing customer lifetime value ........................................................... 1

Increase conversion ratio ............................................................................ 1

Marketing use case examples .................................................................... 2

High-level capabilities ........................................................................................ 3

Next-Best-Action marketing ........................................................................ 3

Shared marketing components .................................................................. 3

Analytics-based campaigns ......................................................................... 3

Marketing operations .................................................................................. 3

High-level functionality ................................................................................... 4

Marketing portal in Pega Marketing for Communications ............................ 4

Marketing dashboard ........................................................................................ 4

Multi-channel campaigns .................................................................................. 5

Outbound campaigns ........................................................................................ 6

Outbound campaigns and inbound interfaces .............................................. 6

Issues/groups ..................................................................................................... 7

Segments ............................................................................................................ 9

Microsites ............................................................................................................ 9

Calculated parameters ...................................................................................... 9

Investment budget ....................................................................................... 9

Churn score ................................................................................................ 10

Customer lifetime value ............................................................................ 10

Data model ...................................................................................................... 11

Roles, portals, and dashboards .................................................................... 13

Pega Marketing for Communications roles .................................................. 13

Demonstration portals .................................................................................... 13

Event simulator portal ............................................................................... 13

Advisor ........................................................................................................ 14

Pega Marketing for Communications 7.4 Product Overview 1

Pega Marketing for Communications is a comprehensive marketing application built for the Communications industry. Pega Marketing for Communications provides features to personalize customer engagements across all inbound and outbound channels, dynamically manage Omni-channel conversations (from offer design to fulfilment), drive revenue growth, retain customers, and increase customer lifetime value (CLV) and manage investment budget. Pega Marketing for Communications increases the prospect conversion rate and the communication service provider’s average revenue per user (ARPU) by using AI to suggest the best offer to the customer at the right time, reduces the churn rate by pro-active retention, and increases campaign effectiveness by providing the prospects with personalized bundles/offers.

Pega Marketing for Communications is built on the Pega industry-leading Marketing application, which uniquely combines predictive and adaptive analytics, real-time decisioning, and business process management. With this application, communications companies can take advantage of the Pega Next-Best-Action (NBA) approach to marketing.

Measurable business benefits Creating personalized experiences for every customer The communication service provider (CSP) can turn every interaction into a guided, relevant conversation by executing the Next Best Action at the moment of truth. This solution continuously learns and adapts to every customer in real time, across all channels, including social media and mobile.

Giving marketers more control Design, change, measure, and control multi-channel customer strategies with a single marketing application and portal that does not require IT involvement. Pega is the only solution to support marketing operations with a robust Case Management platform that seamlessly connects sales with the customer fulfillment processes.

Optimizing customer lifetime value Maximize revenue with proactive cross-sell, up-sell, acquisition, and retention opportunities for customers and prospects and coordinate the experience across inbound and outbound channels. The solution provides the optimum balance between various customer needs and the specific needs of the business.

Increase conversion ratio Send personalized offers/bundles to prospects during a campaign. Use Omni channels to follow up with an interaction while continuing on a different channel, picking exactly where it was left off on a different channel, and use AI to suggest a suitable offer at a suitable time

Overview of Pega Marketing for Communications

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to increase the conversion ratio, increase campaign effectiveness, and reduce customer acquisition cost.

Marketing use case examples The following table represents some common use cases that are relevant to Communication organizations to achieve a business objective. Pega Marketing for Communications enables the organizations to achieve those by extending these features.

Use Case Description New Customer Acquisition

Pega Marketing for Communications provides new capabilities for acquiring prospects by providing them offer of their choice based on their personal preferences. All the recommendations are based on the NBA & AI capabilities. Pega Marketing for Communications allows prospects to choose static or dynamic bundles, and customize them to suit his need. Pega Marketing for Communications provides flexibility to transform seamless between static bundle to dynamic bundle or vice versa, without any interruption thus making the customer journey efficient. These features can be extended and customized or be used off-the-shelf as per business need.

Customer Retention

This feature provides the customer service agent with the tools to ensure that they understand the value of the customer and provides the best options using NBA capabilities to retain customers based on their churn risk.

Cross-sell/upsell opportunity

Pega Marketing for Communications provides cross-sell/upsell strategies that leverage the next-best-offer functionality to provide a prioritized ranking of offers to the right customer at the right time through the right channel. It has cross-sell/upsell strategies for pre-paid and postpaid services.

Negotiation based selling for Customers

This engagement type uses a consultative approach to selling by putting the customer in charge of the conversation while ensuring that the negotiation stays within the budgets calculated for this customer.

Location-based marketing

Target offers to customers based on their location using geolocation capability.

Event/trigger marketing

Respond to real-time marketing opportunities by providing relevant offers to customers using an event based trigger.

Incentive-Driven, Game-Oriented Marketing

Using what we know about the customer and tailor individual communications for each customer to ensure that they are relevant, timely, and appropriate.

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Product Catalog integration

Pega Marketing for Communications provides features to connect with any product catalog and import product offers into a marketing application. Once imported, these offers are available for AI to suggest best suitable offers to customers and prospects.

High-level capabilities Next-Best-Action marketing Customer-centric approach to marketing that combines traditional business rules with predictive and adaptive analytics to provide real-time and batch marketing offers and treatments to drive customer lifetime value. This includes the capabilities to allow marketers to create a cross-channel engagement strategy that continuously looks at customer history and many different customizable attributes to determine the top offer, best time, specific treatment, and best channel to interact with customers and prospects.

Shared marketing components Pega Marketing for Communications extends a core set of Pega and Pega Marketing−provided marketing capabilities that allow marketers to design, execute, deliver, and adapt to marketing strategies. Pega shared components include a consolidated marketer’s portal that has customizable dashboards, Offer and Campaign design, treatment design, channel configuration, constraints optimization, and response management.

Analytics-based campaigns Analytics-based campaigns capabilities include intelligent segmentation that leverages predictive analytics and easy to use visual segments to pick the right variables and profiles and dynamically change them over time based on customer behavior.

Marketing operations Pega Marketing for Communications extends the Pega Marketing operations capabilities such as dynamic case management that can orchestrate multiple processes, systems, and people. This allows marketing to adapt to complex business needs. The Marketing Operations module includes checklists for marketers to monitor and control work, as well as a number of approval templates that can be quickly leveraged in the marketing organization to support financial business objectives.

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Marketing dashboard The Dashboard allows marketers to view and report on metrics that are important to their efforts, and track the performance of their marketing initiatives.

The Dashboard framework consists of 20 Pega-provided executive-level widgets pertaining to Awareness, Acquisition, Engagement, and Business KPIs. These widgets show current and trending results for the corresponding metric. The Dashboard allows the marketer to establish and track goals, and provides customizable insight and recommended actions for each key performance indicator (KPI).

Marketers can customize the widgets displayed in the Dashboard and configure the goals for each widget. The marketer can also apply different filters to refine the displayed metric data.

High-level functionality

Marketing portal in Pega Marketing for Communications The Pega Marketing portal is built for the marketing user and provides the user with quick and convenient access to a wide variety of resources. This portal incorporates a role-based information layout.

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Multi-channel campaigns Multi-Channel Campaigns (commonly referred to as Campaigns) enable marketers to use the power of intelligent segmentation and analytics to deliver the right offering to the right customer at the right time. Campaigns progress through various stages, such as design, approval, and running. Marketers can specify details, financial information, and goals for their Campaigns.

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Outbound campaigns For advanced marketing initiatives, Multi-Channel Campaigns allow the use of adaptive and predictive analytics with business rules to optimize across multiple offers, resulting in the selection of the best offer for each individual customer. However, marketers often need a simpler mechanism to promote a single offering and monitor its performance. The Outbound Campaign construct provides just this functionality using a visual card paradigm that highlights all aspects of the initiative on a single canvas. This allows marketers to focus on key aspects, such as the audience, the offer, and the flow.

Outbound campaigns and inbound interfaces Pega Marketing for Communications provides reference outbound campaigns. Each of these campaigns uses an individual strategy or combination of strategies and targets a specific audience. The following table lists the sample campaigns and their intended use:

Strategy Description B2B Strategy Strategies designed for B2B market segment to identify their business need

using Q&A survey, identify relevant offers, and prioritize based on responses. This provides targeted bundled offers for business segments.

Ebill Targets customers who have not yet signed up for electronic bills. The campaign uses real-time containers to present an Ebill when they authenticate through the web self-service channel; the campaign also sends follow up messages via SMS and email to continue to remind customers about the Ebill service.

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Poor NPS Event Pega Marketing for Communications determines the Next-Best-Action to increase the Net Promoter Score (NPS) after a poor NPS is reported and the best channel through which to execute it (e.g., Web, mobile, Interactive Voice Response [IVR], etc.).

Next Best Offer Pega Marketing for Communications decides the Next Best Offer for a customer within the context of a specific interaction or based on specific feedback. Next-Best-Offer strategies include Customer Service Strategy, Billing Strategy, Network Strategy, Service Strategy, Handset Strategy, and IVR options strategy.

Poor Quality of Experience

Pega Marketing for Communications gathers negative customer feedback about a recent experience and uses the data to trigger a poor quality of experience campaign. Pega Marketing for Communications segregates the poor QoE strategy into two substrategies: Poor QoE events on a wireless network, and Poor QoE on a wireline/cable network.

Geolocation Pega Marketing for Communications allows you to send offers to customers based on the customer’s presence in a particular geographical location, determined by latitude and longitude, and a predetermined radius.

Prepaid High Usage Conversion

Pega Marketing for Communications allows you to target pre-paid customers with a high usage of one or more services with the goal to convert to the customer to a post-paid plan. The campaign sends customized post-paid offers along with a special discount that is based on the investment budget and is unique to each customer.

Prepaid High Value Conversion

Pega Marketing for Communications provides pre-designed campaigns that allow Telcos to send marketing offers to specific segment of customers, such as prepaid customers, customers with high value credit purchases and high prepaid spending. These campaigns provide them with relevant offers that can upgrade them to post-paid customers after the purchase. Dynamic discounts are offered to entice them to purchase these offers. Channels supported are both email and SMS.

Prepaid Credit Failed Conversion

Pega Marketing for Communications allows you to target customers who are using a pre-paid plan and who failed a credit check more than 6 months before and send them relevant, post-paid offers.

Issues/groups Pega Marketing for Communications includes preconfigured issues and groups representing the most common business issues in the communications industry:

Issue Group Acquisition Bundle

Internet Mobile Phone TV

Cross Sell Bundle Call

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Data Geolocation Marketing Campaign Messaging

Retention Nurture Preemptive Prepaid Proactive Reactive Retention Questions

Negotiation Internet Mobile Phone TV Upgrade

Prospects ProspectCards Sales Cable TV

Cloud DTHHD Data DataSecurity EthernetAccess IPVPN Plans Prospects SmartPhone Tablet Voice

Service Account Billing Complaint Help IntentSuggestions VoiceResponseOptions

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Segments Segments provide the capability to identify a specific group of customers that match some criteria and to use this group as the audience in Campaign execution. Segments can be used within the marketing strategy to decide what offers are made to which customers. Pega Marketing for Communications has following pre-defined segments:

• All Customers – Includes all sample customers in Pega Marketing for Communications

• Prepaid Group – Includes sample customers with a prepaid profile

• Post-Paid Group – Includes sample customers with a post-paid profile

• Prospect Template – Includes prospect profiles

Microsites Microsites are ancillary websites you use for a specific interaction with your customers, such as presenting information about an offer or gathering information as part of a customer survey. Pega Marketing for Communications provides several sample microsites for use as follow-ups to customer actions or reactions to products:

• IVR Questionnaire – After a customer presents an IVR drop out, use this microsite to present a series of simple questions in order for Pega Marketing for Communications to follow up with an appropriate NBA strategy.

• Poor NPS Questionnaire – After a customer provides a negative NPS score, use this microsite to present a series of multiple-choice questions. Pega Marketing for Communications leverages the Offer Determination Strategy to determine an appropriate NBA strategy.

• TC Questionnaire – After a customer browses the Terms and Conditions page on the Web Self Service portal, use this microsite to present a series of simple questions about Terms and Conditions from which Pega Marketing for Communications determines a Retention Framing strategy.

Calculated parameters Pega Marketing for Communications provides reference calculations to decide a next best action for the customer. Pega pre-builds these calculations based on its experiences in the communications industry; however, you can further these calculation parameters to suit your business needs during implementation.

Investment budget The cost of acquiring a new customer is much higher than the cost of retaining an existing customer. The investment budget calculation uses the CLV and the margins in each of the

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offers made to a customer. The margins amount can be positive (profit) or negative (loss) and are managed by Telcos. These margins are used during the retention negotiation, acquisition, make offer cases to construct a dynamic or static offer bundle that is both appealing to the customer and yet profitable for the service provider. Using an investment budget enables service providers to create a personalized offer for customers who might otherwise churn if given a generic offer.

Churn score Churn risk is calculated using a scorecard for every customer. Based on the score, there is a category associated, such as pre-emptive, proactive, reactive, etc. Churn risk is updated in every interaction with customer. A number of factors influence the churn score, including remaining contact length, CLV, number of products, and NPS.

Customer lifetime value CLV is a monetary value realized by the Telco for every customer, over few years of relationship. Understanding CLV is a primary driver of profitability. Pega Marketing for Communications uses CLV as an input in many strategies and calculates it based on parameters including the margin on a customer’s products and services.

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Pega Marketing for Communications provides data objects to manage customer data. The following are the details of key objects in the Pega Marketing for Communications application:

Data object Description Customer Class path: PegaComm-Data-Customer-NBAMCCustomer

This is the customer class provided by Pega Marketing for Communications. A custom class for Customers can be created in an application built-on Pega Marketing for Communications, and can be specified in the Application settings landing page.

Prospect The prospect is a potential customer who has no legal relationship with the company.

Data model

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The following is the class structure for customers, prospects, and strategies.

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Pega Marketing for Communications roles The following are the roles provided in Pega Marketing for Communications:

Role Description Portals Administrators Marketing administrators have

access to system configuration features.

Designer Studio Marketing portal

Analyst Marketing analysts create and manage marketing artifacts. They also configure, run, and monitor campaigns.

Marketing portal

Marketing Manager Marketing manager Marketing portal

Demonstration portals Pega Marketing for Communications provides various sample portals in a sample layer to demonstrate various capabilities. To have the following features available in your implementation, import the PMC_7.4SampleApplication.jar using the import wizard.

Event simulator portal You can use the event simulator portal for testing and observing triggered events. In this portal, events triggered from the event simulator are mapped to their respective strategies or events in Pega Marketing for Communications and triggered individually for a specific customer.

Roles, portals, and dashboards

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Advisor The Advisor is a unified desktop that consolidates all of the required systems, data, and analytics and provides agents with a rich view of the customer profile. Advisor enables customer service agents to choose from a list of reasons or intents to drive the most appropriate action for the customer. Advisor provides Next-Best-Action strategy to drive the Next-Best-Offer strategies for scenarios like billing enquiry, network issue, service issue, handset replacement/repair, IVR options, bill type change, change service location, device upgrade, etc.

Advisor application is available in Pega Customer Service for Communications 7.4 release media. It can be installed as standalone application or in the Unified Customer Relationship Management suite.