What is it? What's the value? - Pegasystems Inc.

Wells Fargo 

Pega User Group 

October Meeting 

Stephen Chu, Account Executive 

Felicia Jackson, Account Executive 

Robb Wheeler, Account Executive 

Emmitt Ray, Managing Account Executive 

1 © 2012, Confidential, Pegasystems Inc.

Speakers 

Peter van der Putten 

Director Decisioning Solutions WW 

Stephen Zisk 

Senior BPM Product Marketing 

Manager 

2

Decisioning Overview 

Wells Fargo Pega User Group 

Peter van der Putten 

Director Decisioning Solutions WW 

3 © 2012, Confidential, Pegasystems Inc.

Next-Best-Action: Optimizing Value For Each Customer 

Channels 

Contextual 

Growth 

Timely 

Service 

Relevant 

Customer 

Needs 

Business 

Objectives 

Retention 

Consistent 

1:1 

Business Case 

Risk 

4 

© 2012 Pegasystems Inc.

Next-Best-Action Customers Speak 

“Decisioning really forces 

cross-channel consistency and 

relevancy, it’s very powerful, 

customers appreciate that.” 

“Pega’s real-time decision 

management system acts as the 

brain of our operation, directing all 

of the interactions across 

channels.” 

“Customer value management for us 

means we understand what 

customers really want, in return we 

offer them exactly what they need.” 

“We’ve transitioned to a market 

where we really need to extract all 

the value we can from every single 

interaction.” 

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Customer & Agent Scenarios

Banking Example: 

Balancing Marketing and Risk throughout the Banking Lifecycle 

Customer 

Acquisition 

Account 

Opening & Onboarding 

Customer 

Development 

Customer / 

Asset 

Retention 

Segment 

& Target 

Extend 

Offer 

Open 

Account 

Cross- 

Sell 

Portfolio 

Risk 

Cross- 

Sell 

Resolve 

Problems 

Retention 

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‣ Make consistent, 

focused marketing 

efforts daily 

‣ Use customer 

analytics (predictive & 

adaptive) to drive 

prospecting 

‣ Offer a compelling 

value proposition to a 

“segment of one” 

Adapted from Tower 2009 

‣ Broadly discuss other 

financial needs & 

existing relationships 

‣ Dynamically guide 

conversations in realtime 

‣ Capture future 

opportunities and 

interaction preferences 

‣ Cross-sell and onboard 

as appropriate 

‣ Guide customers and 

agents to create 

dynamic offer bundles 

© 2012 Pegasystems Inc. 

‣ Increase share of 

wallet via cross-selling 

‣ Set compelling rewards 

and value propositions 

‣ Take risk into account 

early in the cross sell 

decision, not 

afterthought 

‣ Use relationship / risk 

pricing 

‣ Offer appropriate 

customer service 

‣ Monitor portfolio 

profitability and risk 

‣ Capture customer 

feedback during 

interactions 

‣ Perform root cause 

analysis of service 

issues 

‣ Develop reactive offers 

& strategies for valued 

customers 

‣ Coordinate collections 

& recovery actions 

across the organization 

‣ Win back customers 

that have left

A Scenario 

Customer is 1000$ overdrawn 

In first instance, wants to pay bill 

In second instance, wants to pay in large deposit 

Real time decisioning assesses appropriate prompts to 

take into account current context. 

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Customer is identified. 

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Context – “Pay Bill” selected. 

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Loan offered as overdrawn. 

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Next Offer – Planned Overdraft 

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Soft relationship prompt offered too. 

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This time, large deposit being paid in 

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Suitable investment for surplus offered. 

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Agenda 

Appointment 

Simple Needs Analysis performed 

In first instance, full set of questions asked 

In second instance, limited time 

Real time decisioning assesses appropriate prompts to 

take into account current knowledge. 

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Selects the Appointment Reason 

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Interview started 

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We find out that Peter has children 

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Next Best Action Driven Bundling: 

Themes relevant to someone with young kids 

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Suitable savings products offered that fulfil goal. 

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Additional relevant banking features explained. 

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This interview, no time to find out about kids 

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Different recommendations offered. 

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Unification with Pega Desktop Solutions 

for Customer Service and Sales 

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Next-Best-Action Driven Collections 

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Multi Channel: Online Experience 

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Multi Channel: 

Unification with Outbound Marketing 

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Adaptive BPM/Case Mgmt Example: Best Next Step 

Recommended 

Next Best Action 

System Learns to Map 

Context to Next Best Actions 

Taken! Can be generalized to 

recommending most 

succesful NBAs 

Recommended Alternative 

Next Best Actions (2nd best, 

3rd etc.) 

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Business Experience 

Business Experience 


Pega Decision Management 

End to End Platform Capabilities 

Insight 

Strategy 

Deployment 

Delivery 

Control 

Third-party 

Predictive Models 

Customer Driven 

Offline Predictive 

Models 

Collaborative Strategy Design 

& Reuse 

Next-Best-Action 

Strategies 

Centralised Decision Hub 

Planning, Simulation, 

Monitoring, and 

Management 

Agent Assisted 

Adaptive Models 

Batch Outbound 

Legacy Data 

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Existing Apps 


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Graphical Editing of Decision Strategy: 

Telling the Story 

Strategy 

Designed to optimize 

business by leveraging 

predictions in a business 

friendly way 

Decisioning components 

Predictive models 

Scorecards, decision tables 

& trees 

Prioritization, arbitration, 

and champion-challenger 

rules 

Quickly define business 

strategies in a graphical 

way 

Link Decision Strategy to 

Flow 

̶ Configure to guide the flow 

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Decision Strategy Example: 

A Real NBA Strategy 

Strategy 

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Learning From Feedback (Responses): 

Adaptive Offer Logic using Predictive Models 

Insight 

Strategy 

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Learning From Feedback (Responses): 

Adaptive Self Learning Predictive Models 

Insight 

Adaptive Models 

1) Run Strategy 

for Beth 

• Age=25 

• $35,000 

• Context: Enquire 

- Balance 

2) Preserve Predictive 

Data 

ADM 

Age = 25, Income = $35,000, … 

Proposition = Personal Loan, Response = Positive - Accepted 

3) Capture Response and 

send to Analytics Server 

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Centralized Decisioning 

Deployment 

Delivery 

Contact Center 

Back-office (f.e. Risk, Collections) 

BMW, CTFS, ABN AMRO, O2 .. 

Website 

Deutsche Bank, Citi, TWC, Vodafone, 

Orange, O2, etc. 

Centralised Decision Hub 

Retail Shops (own & 3 rd party) 

Decision Strategy Manager 

in PRPC 

ATM 

Deutsche Bank, Citi, 

Insurance.com, Vodafone, O2, 

RBS, Isbank. Akbank, 

YapiKredi etc 

PNC, Isbank, Akbank 

ISBANK, Lloyds, ING, Vodafone etc 

Batch Outbound Channels 

SMS/MMS Mail E-mail 

CIBC, Vodafone 

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Closing the Loop 

Control 

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Champion/Challenger 

̶ May be inserted in any strategy 

Business Planning, Control & 

Monitoring 

Set business KPIs for business 

dimensions (e.g. products, segments, 

channels, time) 

Track business performance against 

KPIs in real-time 

Validate against historic performance 

Business Simulation 

Simulate what-if scenarios against 

actual interaction data at decision level 

View deltas at KPI level to show the 

business impact (e.g. product, 

segment, channel, time) 

Instantly deploy Decision Logic 

parameters 


Client Experience – Why, Who, How 


Pega Decision Management Value 

Quality x Quantity x Agility = Max Value & Experience 

Enterprise 

= increased profit and 

customer value 

What should I offer? Who should I 

retain? When? What’s the risk of 

The this customer? Best 

Decision 

X 

Does business have full command 

& control? Change at the speed of 

business, without IT involvement? 

Weekly, Enterprise 

daily? How to ensure this 

is safe from an IT & Ops 

Agility 

perspective? 

X 

What channels are used to 

interact with customers? Inbound 

& Outbound? Volumes? What 

share of 

Decisions 

interactions is exploited 

for recommendations? 

Anywhere 

Improved accept rates 

Improved save rate at lower 

save cost 

Reduced risk 

Customer 

Increased recommendation 

volume, adoption rate, 

conversions & profit 

= improved customer 

experience 

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Pega Decision Management Example Clients 

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© 2012 Pegasystems Inc. 

41

PNC Customer Interaction Management (CIM) 

Programme 

The CIM is a real-time interaction management system which enables the 

deliver of a customized and differentiated customer experience delivered 

through all major customer channels 

Focus on offering customer centric treatments, offers and messages integrated 

and consistent across all employee-assisted and self-service channels 

At it’s core is Pega’s real-time decision management tools which act as the 

“brain” 

Real-Time Decision Management 

ATM Online Call Center Branch e-Mail Mobile 

Customers 

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Components of the Customer Interaction 

Management Program 

 

 

 

 

 

Centralized Decisions – The ability to control customer treatments across all 

channels, products and services from one central location 

Real-time Decisions – These decisions are made at the time of interaction – this 

enables any immediate information or customer actions to be factored into the 

decision. 

Adaptive Learning – the ability to automatically learn and adjust your tactics with 

every single interaction with very little if any manual intervention. 

Business Control – The business controls the process enabling faster speed to 

market and a much more efficient decision process. 

2-Way Conversation – The fact the decisions are in real-time enables customer and 

employee input to the process… 

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Scope of the Customer Interaction Management 

Program 

In place since July 

2011 

• Fully operational in Call Center, IVR, Online Banking and 

ATM channels 

• Across credit cards, lending, deposits and other services 

Planned for end of 

2012 

• Add E-mail and Outbound Dialer channels 

• Further develop treatments for Pre-approved Credit Card 

and Lending, Mass Affluent/Investments and Cost to Serve 

• Implementing adaptive decisioning (currently trialing) 

End scope 

• 1,500 Call Center users (embedded within the Siebel 

desktop), 6,600 ATMs, 2,800 Branches, Tellers, PNC.com, 

Mobile Banking, IVR, and Email/Direct Mail marketing 

operations 

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Outcomes – positive feedback on CIM 

implementation 

Customer Survey Results 

• PNC is rated as having the best 

customer experience for Banks in the 

Northeast US 

• PNC is ranked 2 nd nationally behind 

credit unions by Temkin in customer 

experience 

• Only bank to receive an “A” in a recent 

online marketing review for quality of 

portal 

Contact Centre Channel Feedback 

• Contact Centre Consultants described 

the experience as "awesome" and 

"love it" 

• some saw significant increases in their 

referrals in just the first week after 

deployment 

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CIBC – Marketing and Risk 

Pega Decision Management is 

the corporate platform for 

enterprise decisioning 

Risk: 

End scope to include all forms of 

lending 

Live with back end adjudication and 

eligibility, consumer credit mortgage 

and small business lending – all 

secured credit risk decisioning 

Next phase is unsecured lending and 

cards, front end lending 

Marketing: 

Customer Centric Outbound Marketing 

& Customer Lifecycle Management 

Real Time Decisioning for intelligent 

offers in inbound contact center 

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Citi – Marketing & Risk 

 

 

 

 

Pega Decision Management is the corporate 

platform for enterprise credit risk & marketing 

decisioning 

Citi Mortgage 

Develop a simplified and more competitive 

product offer process – best matching 

mortgage advice 

Be more responsive to commercial and 

policy changes, and regulatory 

requirements 

Product advice 

Citi Financial 

Sales & Lending Decisioning 

Live online, roll out to branch, integrated 

into Chordiant desktop 

Combines marketing decisioning with full 

risk policy with accept/decline, APR 

calculations, third party scores, risk 

ranking, credit decisions, product 

recommendations etc. 

Citi Cards 

Intelligent, personalized real time crosssell 

and retention offers in contact center 

and on the web 

Web is high volume, >900M impressions 

monthly 

47 


Questions and Answers 

48 


Question for You: 

Examples of Wells Fargo Decisions? 

49 


What’s New in PRPC 6.3New 

in PRPC 6.3 

Stephen Zisk 

Senior BPM Product Marketing Manager 

© 2012, Confidential, Pegasystems Inc. 

10/18/2012

PRPC 6.3 Goals and Delivery 

Better overall performance 

Improved case management 

State-of-the-art visualization 

Business user DCO and project management 

Pega Mobile in production 

Predictive analytics 

Imaging and scanning 

Faster, easier development 

First look at PegaWORLD 2012 

Released 10 September 2012 

51 


PegaWORLD 2012 Messaging 

Does PRPC 

handle Mobile, Social, 

Cloud, 

Analytics, Big Data, 

Visualization, 

Case Management, 

Scanning, 

User Experience, 

eLearning? 

Yeah. We 

got that. 

This new release revolutionizes how our clients 

intelligently automate work and serve customers 

52 


Better overall performance 

Engine changes: application-centric caching 

Faster search queries: streamlined API 

Redesigned reporting engine: faster queries, simpler 

setup, new charts 

Faster UI: refactored classes and JIT fetches 

Faster analytics: engine improvements and support for 

high-speed batch 

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Pega Case Management 

Pega is ranked #1 in Case Management 

Customers see us as a case solution, not a tool 

Claims Management, Collections, Fraud Investigation, … 

Range of work from structured to ad hoc processes 

Easy to use, visual case design tools 

Complete set of case management features 

Rich case hierarchy: sub-cases, content, parties, calculations 

Attachments, content integration, events 

Portals for managers, owners, and case workers 

New Case Management Gallery and Federated Case 

Management 

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Case Management Gallery 

What is it? 

What’s the value? 

 

Case Management Gallery complements 

the popular UI Gallery 

 

Saves time during development by 

allowing you to examine working samples 

 

 

Sample case management application 

Sample flows, flow actions, and sections 

 

Promotes reuse by making it easier to find 

the product features you need

Federated Case Management 

Service 



 

Business managers collate and combine 

multiple case management work 

streams into a unified whole 

 

 

Bridge work silos by creating, tracking and 

sharing case work across systems 

Case managers maintain local oversight, 

support for adaptive and unstructured work

Federated Case Handling 

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State-of-the-art Data Visualization 


 

Improved reporting: Mobile report 

formats; easier and faster report building 

and editing; higher performance 


 

Participants and managers enabled for 

role-specific information sharing, so 

speed and quality of decisions is 

improved dramatically

State-of-the-art Data Visualization 


New chart editor, with new types (funnel 

and pyramid charts) and drill-down events 

HTML5-based charts 

High performance with large data sets 


Broad range of dynamic reports available 

Works across all browsers and platforms 

(including mobile) 

Excellent responsiveness for all users

Powerful Auto-generated User Experience 



 

 

 

No HTML, No CSS, No JavaScript 

Dramatically improved performance 

Generates HTML5 

 

 

 

Rich, interactive, responsive web experience 

with no coding needed 

Easy to change, Cross-browser, easy reuse 

The future of Web business apps!

DCO – Advanced Fields Generation 

Automatically generate more of your app 

from a simple form without writing a line 

of code or jumping between rule forms 



 

 

 

Generate properties, flow actions, and 

sections from a single tab 

Configure properties, pages, and page lists 

Create expressions directly from a field 

 

Business users can automatically 

generate and update the data model, 

user interface, and process from a 

simple screen

DCO – Simplified Specification Management 

Case Designer Specifications tab 

provides convenient, contextual 

access to specifications 

Edit directly 

inline or use 

MS Word – it’s 

your choice. 

Generate 

documentation 

without running 

a wizard 


 

Edit, copy, delete, or document a 

specification directly from the case 

designer or specification landing pages 


 

Allows you to perform common actions 

on specifications without needing to run 

a wizard or open a rule form

DCO – Other New Features 

Invite 

Collaborator 

Build on 

Frameworks 

Better 

Documentation 

Wizard 



 

 

 

Define your app with the right people 

Start from an existing Framework 

Control your project documentation 

 

 

Use DCO to speed project start and 

manage project changes 

Tailor the experience for different 

enterprises, languages and audiences

DCO – Seamless project management 



 

Discovery Map controls initial business 

design and modeling 

 

Directly model/view business requirements 

and processes at any level of detail 

 

Define/Import project requirements and 

estimate effort directly 

 

Promote requirements to project tools 

(project management, test, agile design)

PMF – Seamless project management 



 

Link directly to Project Management 

Framework 

 

Project artifacts directly tied to BPM 

artifacts for visibility and accountability 

 

Controls in PMF for Agile development 

 

Tools support modern agile methods

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Support for Mobile 

First-Class Pega Experience 

Participate, Collaborate, and Monitor 

Specialize to Mobile (focused UI and tasks) 

Mobile capabilities (real-time notify and interaction) 

Touch points with Customers 

“No compromises” Mobile Experience 

Customer interactions, not work objects 

Use decisioning and intent to provide value 

Native UI and gestures, including touch 

Mobile work patterns – social, collaborative, expert-driven 

Native hardware (GPS, camera, voice, etc) 

All form factors – phone and tablet 

Easy Developer Experience 

Available on major platforms – iOS, Android, RIM 

No additional development or deployment 

66 


Pega Mobile in Production 



 

 

Mobile support for dynamic reports and 

localized portals 

Support for mobile features: camera, 

geo-location, voice record 

 

 

Pega extends any app to mobile platforms 

Pega Mobile supports new ways of doing 

field work: investigations, incident 

management, customer and patient care

Pega Social Capabilities 

Biz 

Events 

Survey 

Pega Pulse 

K M 

Tagging 

Following 

Chat 

Narrative 

RSS Feeds 

Tag 

Cloud 

Groups 

Social Channels Collaboration 



 

Pega Pulse for context, attachments, actions 

 

Handle collaboration and crowdsourcing 

 

 

Integrate with Social Channels 

Feedback, Survey, Tagging, Following, 

Narrative, Groups, Communities 

 

 

Extend Pega apps into Facebook, Twitter, 

LinkedIn 

Make social engaging to collect information

Case Tagging 

Configure your 

application to 

automatically prompt 

with a default list of tags 

Quickly and easily tag 

a case with 

meaningful keywords 

Choose from one of the defaults, a 

tag entered by another operator, or 

a enter new tag all together 


 

Tag searching and seeding provide 

connections within and between cases 


 

Better case handling and customer 

satisfaction through knowledge 

management

Presence- and Context- Aware 

Intelligent business operations platform supports multi-channel solutions 

Back Office 

Mobile 

PRPC: 

The Only Unified Platform 

For Developing Business 

Applications 

Front Office 

Web 

Facebook/Social 

70 


Process Modeler Enhancements 

6.2sp2 

Overlays display 

useful metrics and 

statistics 

6.3 (lower 

is faster) 



 

 

 

Overlays display process metrics and 

statistics in context 

Saves and actions up to 7 times faster 

Simple, intuitive styles and actions 

 

 

Identify bottlenecks and optimize your 

business processes using process 

overlays 

Faster, easier to use process modeler

Branch and Merge Enhancements 

Toolbar icon to check a rule from 

production to a development branch 

For private check-outs, 

check the rule into unlocked 

source or branch RuleSet 

Pick a development 

branch visible to your 

app and start editing 



 

 

Check out to a branch 

Private check-outs directly into available 

branches 

 

 

Simplifies branch development with oneclick 

creation and check-out 

Flexible testing and debugging with later 

commit to the dev branch

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Additional features in 6.3 

Decisioning and Predictive Analytics (covered by Peter) 

Many additional reporting and visualization changes 

Many additions to UI controls, UI gallery, UI events, branding 

Guardrails landing page and warnings 

Designer Studio improvements for faster, easier development 

Extensions to Declare Pages for integration, editing 

Pega Document Scanning 

New control for cross-browser multi-page scanning and PDF generation 

Can be used with any TWAIN or ISIS compliant scanner 

Pega Image Viewer 

New control for cross-browser viewing of TIFF and other image formats 

Many enhancements to upgrade process 

73 


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Additional Resources 

Pega.com changes 

Case Management: 

http://www.pega.com/products/case-management 

Mobile: http://www.pega.com/products/bpm/mobile 

Detailed 6.3 features deck 

Updates on PDN 

http://pdn.pega.com/DevNet/Announcements/Announce63/index_63.asp 

Contact Stephen Zisk 

Stephen.zisk@pega.com 

74 


Questions and Answers 

75 


Contacts 

Stephen Chu 

Account Executive 

617-777-4678 

Stephen.Chu@pega.com 

www.pega.com 

Felicia Jackson 

Account Executive 

770-888-3846 

Felicia.Jackson@pega.com 

www.pega.com 

Emmitt Ray 

Managing Account Executive 

704-779-2149 

Emmitt.Ray@pega.com 

www.pega.com 

© 2012, Confidential, Pegasystems Inc.

What is it? What's the value? - Pegasystems Inc.

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