Personalizing emergency messages to increase impact

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Personalizing emergency messages to increase impact

Description Personalizing emergency messages to increase impact
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. For the previous article in the series, see Adjusting arbitration to upweight emergency messages.

Personalizing Emergency Messages

  1. Review the current emergency message(s) and consider how you can expand these actions further to allow personalized variants of each. For example, you might have multiple messages suggesting that people use digital self-serve channels, for some you might suggest that the web-channel could save them time, for others you might suggest the mobile channel would be most useful.
  2. The intent is that the Propensity from Pega's adaptive models will identify the personalized actions that are most likely to drive the intended outcome. This propensity will be used as normal in the defined Arbitration configuration.
  3. Follow the same process as in Stage 2 to create new actions and treatments.
  4. In our example, we have created actions where the NBA is to drive customers to the best channel for them, rather than just a generic message.Examples of Actions for Emergency Messages
  5. Consider any specialized eligibility, applicability and suitability rules you might want to apply on these actions. An example might be the action RepForSupport is only eligible to Platinum customers or with CLV > $5000, MobileAppForSupport is only eligible to app registered customers, etc.
  6. Again, ensure that Apply AI to calculate action propensity is enabled.
  7. Review your adaptive model predictors with your data scientist to see if there are any other predictors you could introduce (via your normal adaptive governance process) that would be predictive based on the changing market and customer behavior.
  8. Test these actions using your existing testing processes, including simulation tests.
    1. In Engagement policy and for each of the groups:
      1. Click on Actions > Audience simulations. Audience Simulations in Actions Menu
      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[edit]

After personalizing the emergency messages, adjust arbitration to reflect changed business priorities.