Presentation Title Presentation Title Second Line
AuthorTitle
Accelerating Business DecisionsThrough Pega CRM
©2016 Pegasystems Inc.
Souvik Roychoudhury Director BPM CoE – CognizantRexy Joseph Technology Leader Pega CoE – Cognizant
We Are Cognizant
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20,000+ Projects in 40 countries
Founded in 1994 (CTSH, Nasdaq)
Headquarters: Teaneck, NJ
1,500+ active customers
100+ Global Delivery Centers
35+ Regional Sales Offices
Revenue$12.41 Bn in 2015 (up 21% YOY)
221,700 employees (Dec 2015)
Revenue MixNA: 78.4%, UK: 9.5%, Europe: 6.7%,
RoW: 5.5%
Ranked 9th
among the Forbes Fast
Tech 25
‘Leader’ in ‘The Forrester Wave™: North American Applications
Outsourcing Services, Q1 2014’
‘Global Leader and Star Performer’ in
Healthcare Payer IT Outsourcing
Member of the Fortune 500
Ranked at #288 on list
Ranked at#281 in FT Global 500
in 2015
CelerityProvides a platform for converting
sales leads to actual sales, through a seamless and compliant
onboarding process
IndustrySolutions
Pega in Cognizant
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Global ‘Platinum’ PartnerBusiness Transformation
Award 2015 Winner
1500+ Certified Associates
2500+ Product Experts
100+ Pega Customers
1500+ Pega Projects
Servicing Global Clients & Providing Innovative Industry Solutions for 15+ Years
Enabling Real-Time Services, Improved
Efficiency & Enhancing ROI
Ensuring Enterprise Risk and Compliance Control & Monitoring
Reducing Operational Costs
& Processes Automation
Workflow Implementation, Contact Center Optimization &
Modernization and Paperless Office
Indicative Benefits’ Snapshot
Solutions & Accelerators
30+
Disclaimer: All Trademarks & Registered Trademarks are the property of their respective owners
• PegaWORKS• PRPC
implementations• PegaWORKS to
PRPC migrations• PRPC industry-
specific frameworks:– Smart Dispute– Smart Investigate– Collections– Customer Process
Manager• New Frameworks:– KYC– SFA– PUMA– PCS
1000+ Pega ReleasesTrack Record of winning
Awards in the last 10 years
Pega Technology Specializations
Bank of Today Tomorrow
Creating a superior customer experience, transcending devices, channel and location constraints,
with closed loop feedback in near/real-time, that can modify
customer behavior
Digital InsurerA Lead Management & Digital Customer Experience solution
that supports seamless process & experience across Channels and
promotes Social Collaboration
How Broken Leg & Broken Photo Frames
Can Lead To Customer Bonding
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A Real Life
“ STORY ”
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While playing basketball…
I fell down and broke my leg!
Bedridden with plastered Leg L
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Started ordering photo frames from different online retailers
Placed orders with retailer 1 & 2 but didn’t check out with retailer 3 (remained in the Cart)
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2
3
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Many frame/glass came broken.
Now, need to return/replace/ refund the broken staff
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Return process requires me to go to a nearby courier store to drop the packet
Felt helpless as couldn’t walk/drive
Return / Refund Process
Online retailer 1:
Take the frame to courier store
pay from pocket
scan & sent receipt
get courier reimbursed
Online retailer 2:
Retailer provides a voucher
Take the frame and voucher to courier store
Initiate return Print the voucher
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Felt frustrated with room full of broken photo frames
#$%@^&%$#
Profile pictures also showed my
broken Leg
Shared the story in social media
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Sir ! We will pick up the broken piece at doorsteps and please no need to go to any story, we will provide the best product.
Hi !Well to learn this. Thank you!
Retailer 3 noticed items in the cart
Also found the story in social media
Retailer 3 CSR called me to assure better quality
Highlighted they would pick up at doorsteps if frames were broken.
3
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Placed order in Retailer 3 Few frame did come broken… Retailer brought
replacement & collected return from my home
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Decorated the walls with the Photo frames……. With photos of my sports activities.
Felt happy!!
Since then I only use Retailer 3 for ALL my online orders !!!
How Customer Decision Hub Could Have Helped
Retailers 1 & 2 Retain Me
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What Retailer 3 did but Retailer 1 & 2 Didn’t?
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ü Spotted non-checked-out items in Cartü Analyzed my search patterns and price ranges
to determine I was set for a big spendingü Found my posts in social media on issues with
return / refund with other retailersü Found my physical state from pictures & statusü Found I am a frequent online buyer who posts
items purchased and does regular reviewsü Evaluated me as a customer to acquire & retainü Determined shipping return from doorstep can
open the doors for themü Had inter department coordination to reach out
to me and close the deal.
× Didn’t pay any attention to my physical state or the posts made in social media
× Didn’t address my core issue of going to stores× Didn’t analyze the mails I wrote on returns – just
replied with company policies & procedures× Didn’t give any credit to my previous years’ of
purchase history with them× Didn’t realize that they are at a risk of losing me× Even after I cancelled other orders and opted for
refund (not replace), no alarm bell rang. × Didn’t show anything that made me feel I am a
“special” customer to them× Even after I stopped ordering suddenly, didn’t
come back to me with offer to get me back.
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How CDH Could Meet the Needs
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Identify me among zillions of social profiles using key data items & matching logic
Monitor & track my activities and detect key events & sentiments that needs actions
Remember all my interactions, my preferences, understand what I do and why
Measure my loyalty, analyze my risks, determine my value, perform what-if analysis & simulation
Evaluate the Lead, propensity of closure, risk/cost to value comparison, predictive & adaptive modelling
Decide what action to take or offers to make, what limits to put and how to validate the result
Configure rules behind the key decisions and define process flows to execute the strategy
Retailer Needs
“Customer identification and matching”
“Customer strategies and rules”
“Action and offer lifecycle management”
“Customer Event Patterns”
“Customer interaction history / memory”
“Customer profiles and journeys”
“Propensities, scoring, and modeling”
CDH Key Areas
The Customer Decision Hub – A Quick Look
Source: Customer Decision Hub in20min 20160411.pptx
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ESB
(opt
iona
l)
Business users Customer touch pointsUnified Production
Best Action
Request
Deploy Strategies & Actions
Real-time streams
ODS / EDW Unstructured data
Content data
**Social, Open, tracking, logs
Customer Decision Hub – 7 areas
Customer Strategies & Rules
Pega7BUILD FOR CHANGE® PLATFORM
Analytic Support System
Enterprise Interaction History (optional)
Record Customer Data
Cus
tom
er D
ecis
ion
Hub
App
licat
ion
PEGA CUSTOMER
SERVICE
PEGA SALES
AUTOMATION
PEGA MARKETING
OPERATIONSAPPLICATIONS
API
Customer Event Patterns
Customer Identification /
Matching
Propensities, Scoring & Modeling
Action & Offer Lifecycle Mgmt.
Customer Profile & Journeys
Customer Interaction History
Website (Pega Mashup)
Mobile Applications / Pega or 3rd Party
Contact Centers/IVR (Pega or 3rd Party)
Social Media
Any other channels(SFA, Kiosk, ATM, Paid, etc…)
COGNIZANT’S DECISION HUB
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Typical Decision Conundrum
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Detect
Fraud
AttritionRisk
Theft/Loss
Respond/React
Marketingbasedonanalytics
CreditDecisioning
DataEnrichedUnderwriting
Predict
RiskExposure
NextBestActionandOffer
CustomerSentimentsandBehavior
CreateLoyaltyProgram
CustomerInsights
ProductsandServices
Continuous
Decision Hub – Putting It Together
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CustomerService
SalesForceAutomation
NextBestActionMarketing
PegaMarketing
PegaCustomerService
PegaSalesAutomation
Marketing
CustomerandEventsDB
SalesandLeads
CustomerDecision Hub
Decision Hub – Reusable Decision Strategies
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What is Decision Hub?• A storehouse of
decision rules
• Real-time analytics from live data
• Custom and standard data sources
What Kind of Decisions?• Real-time Decisioning and
Event processing
• Regular and Repeatable
• Low cost and high throughput
• Intelligent Segmentation of Data
• Forecasting
• Behavioral Models
How is it Reused?• Strategies that subscribe
to a specific data model
• Leveraged packaged data models for Industry solutions
• Works on existing data models
Decision Hub – Key Components
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BIGDATASTORE
Pega7CoreLayer
DecisionStrategyManager(DSM)
PredictiveAnalyticsDirector(PAD)
AdaptiveDecisionManager (ADM)
VisualBusinessDirector(VBD)
Service
Layer
DataSchema(PegaRULES)
RuleSchema(PegaRULES)
PegaCRMSolutions
PegaMarketing
CustomerService
SalesAutomation
ExchangeServer
INTEGRATIONLAYER
PegaCall
Pegae-MailAccount
PegaOAUTHClient
PegaChat
IVR
OtherDomainApplications
BFS
Healthcare
Insurance
Decision Hub – Next Best Action
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Near Real-Time Data Aggregation
Static attributes
Dynamic attributes 360⁰ View
of customer profile and behavior
Static Attributes• Gender• Age group• State• Tenure• Product• Pricing
Dynamic JourneyAttributes• Events /
interactions• Timestamps• Unique
Customer IDs
Next Best Action
• Retention action: CSR Notified and email sent to customer with additional transaction benefits
• Timing: Immediate response
Customer BehaviorChurn likelihood
Time
Retention action threshold
Re-finance Chat Agent Loan
ApplicationWeb Re-finance
ApprovalMail
2 calls to call center in past 2 days
Trigger
Dispute fees
MortgageStatementWeb
Disputefees
IssueResolved
Check Balance
Our Differentiators
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THANK YOU
