Adjusting arbitration to upweight emergency messages

Adjusting arbitration to upweight emergency messages

Description	Adjusting arbitration to upweight emergency messages
Version as of	8.1
Application	Pega Customer Decision Hub
Capability/Industry Area	Next Best Action

This article is part of a series about using Pega Customer Decision Hub to communicate with customers during emergency events. For an overview of the process, see Rapid Response to Emergencies.

1. Review and adjust the Information / Mandatory engagement policy:
   1. Review the Eligibility, Applicability and Suitability rules and contact policy to ensure they are still correct for ongoing emergency messages.
   2. The Information / Mandatory messages can still be upweighted, but the contact policy should prevent overexposure.
2. Configure the Information / Important engagement policy (assuming any new emergency notifications that are not mandatory will be created in this group):
   1. Configure the Eligibility, Applicability and Suitability rules to meet business compliance needs but not be too restrictive.
   2. Configure the contact policy to ensure messages are not overexposed for ongoing important messages. We can reuse the contact policy created in Stage 1 to suppress Information group actions using the same logic:
3. Create any new emergency actions under the Information / Important group
   1. Configure these as in Stage 1 but with the following changes:
      1. If the action has a Call To Action then ensure Apply AI to calculate action propensity is enabled.
      2. If the Action has no Call To Action then ensure Apply AI to calculate action propensity is not enabled and Starting Propensity is set to 1.
      3. Set each business value to an appropriate value in comparison to all the other actions you have in all the other issues and groups. Examples are:
         • Use the monetary savings you will obtain if this action is undertaken.
         • Use the expected impact of this action on customer lifetime value.
         • If you are unable to attribute a specific value to this action then you will need to determine an arbitrary value through experimentation, for example start with the average value of all actions, if simulation indicates that this message will be shown too frequently then adjust down, adjust up if simulation indicates it will not appear frequently enough.
4. Create a treatment for each of the required channels (inbound and outbound).
   • Configure these as described in Stage 1
5. Configure Arbitration in NBA-Designer to reflect your business priorities.
   • TIP: Avoid making the arbitration logic too complicated and overly prescriptive. Try to keep the usage of components reasonable and realistic considering your overall arbitration needs, not just for this emergency use case. Use business levers to affect your outcomes, as they are easy to change and maintain
   • Propensity
     • Ensure Apply propensity calculated for every treatment (Recommended) is enabled.
   • Action value
     • We suggest leaving the settings as they are currently in your configuration (they can be adjusted at Stage 4 if needed).
   • Business levers
     • Configure the Business purpose weighting to reflect your business priorities regarding actions within the Information issue, for example add a weight for Information / Important of +25%
     • Remember that weights use percentages, and the combination of Action and Business purpose weighting is additive.
6. Test these settings using your existing testing processes, including simulation tests.
   1. In Engagement policy and for each of the groups:
      1. Click on Actions > Audience simulations
      2. For further instructions on simulation, see the Pega Customer Decision Hub User Guide.
   2. Review the results and ensure that you understand the implications of these settings and how the new actions will be evaluated alongside your existing actions in all issues and groups.

Next steps

After adjusting the arbitration, personalize emergency messages to increase impact.