Think & Grow with PegaOOTB

If You agree with the statement, then your message sender is not using the right intelligence platform and right business rules.

In this brief article, let’s try to understand how few components of Pega’s Customer Decision Hub (CDH) can be leveraged depends on Applicability Vs Eligibility vs Suitability.

You are at the right place to understand to choose target customers based on Seed Lists vs Segments vs Filters (Strategy) based on the below use cases.

Go with Seed Lists (Segments without criteria) rules when you are sure that the targeted list without any further filtration. If we consider BFS domain, every financial institution does maintain the list of loan defaulters to whom the they want to get a deal to close the outstanding amounts or rollout different pay-out plans.  In such examples, as a CDH analyst or designer, you can call for the outbound campaign using this Seed Lists to offer settlement plans with the defaulters. So we consider here only the Applicability factor.

It’s the simplest best option to import the data that operations teams gets into the system.

Choose Segment (with criteria) rules when you as a CDH Analyst or Designer have the choice to choose the right target audience. If we consider Retail domain, there can be plenty of different products and variants to offer the right customers. For example, if you target to sell premium brand products then you need to choose people based on a logic that whoever loves branded products and categorized as premium customers then the chances to get positive responses to the products are very high.  So here we do not only look at Applicability but also Eligibility factor.

It’s the right decision to opt for ‘Segment’ rules with criteria when you have the master customer list from where this the group can be derived always to offer well crafted offers based on their preferences.

At last, only consider filter rules in Strategies to filter the audience where Suitability factors comes in. Example If you consider BFS domain where you need to offer personal loans to only the customers who do not have any outstanding and not part of collections(defaulters) list.

It’s a good thought to consider when you need to filter your target customer even after they are Applicable and Eligible to check their Suitability to the given product offers.

In summary, this article should help all our community decisioning & marketing developers to choose the right rules to target the right customers at right time.

We recommend using Pega Customer Decision Hub (CDH) & Next Best Action (NBA) Designer to define your target customers based on Applicability, Eligibility & Suitability.

Disclaimer – If you end up using the wrong rules/strategies which might cost you where your customer might unsubscribe to your email marketing or put you on the DND list 😊