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Business Agility in 1:1 Customer Engagement Overview

• The module introduces the processes for creating new actions in a business operations environment.
• The module will propagate changes to a production environment.
• After completing the module, you should be able to:
  • Define business agility and explain its importance in one-to-one customer engagement.
  • Differentiate between business-as-usual and enterprise changes.
  • Describe the steps to manage business changes in one-to-one customer engagement.

Agility in a Customer Engagement Project

• Agility is an organization's ability to quickly react to market changes, which is important in marketing.
• In the digital age, quick translation of ideas into actionable plans is essential.
• Pega 1:1 Operations Manager enhances agility in digital channels.
• Business users can quickly transition to new content or messaging.
• Changes in enterprise applications usually require full IT involvement and development cycles.
• Pega 1:1 Operations Manager empowers business users to make "business-as-usual" changes.
• Doing so preserves IT resources and makes business teams more responsive to market trends.
• Business-as-usual changes are small, day-to-day updates to digital touchpoints.
• Business operations teams handle ad-hoc requests for small changes to optimize existing items.
• Examples of business-as-usual changes include:
  • Adding a new action with treatments to production.
  • Removing or disabling an action in production.
  • Modifying a group-level engagement policy.
  • Enabling an integrated channel.
  • Fixing a typo in a call center message provided by Pega Customer Decision Hub.
• Enterprise changes involve larger strategic development work.
• Enterprise changes usually disrupt normal operations by introducing new ways to present existing work.
• Examples of enterprise changes include:
  • Adding new data attributes to the customer profile.
  • Integrating a new channel.
  • Implementing an approval flow for change requests.

Key Features of the Pega 1:1 Operations Manager

• Provides a guided process for change management of decisioning artifacts.
• It enables business users to determine required changes collaboratively.
• The system helps implement changes by:
  • Simplifying change processes and reducing administrative tasks.
  • Providing an intuitive, task-driven interface.
  • Facilitating collaboration among operations, business, and technical teams.

Change Management Process Introduction

• The change management process is where rapidly changing business requirements necessitate an agile and reliable software development process.
• The current topic covers the significance and functionality of the change management process.
• It is specific to one-to-one customer engagement projects for Pega Cloud customers.
• There is background information on change management in enterprise software development projects.
• Computer software has automated traditionally manual tasks.
• Business processes must evolve with customer habits.
• Business practices need to evolve with customer habits and market conditions.

Enterprise Software Development Cycle

• Enterprise software development cycle in four stages:
  • Development stage where new or updated software is developed.
  • Integration phase where the work from several developers is merged.
  • The software version goes through testing, then approved to production.
  • Process repeats for new update
• Software development has different environments.

Key Environments

• Development environment (System of Record) is for creating new application versions and features.
• Staging environment is used for testing like functional, unit, and user acceptance testing.
• Business operations environment replicates the production environment that tests new artifacts.
• Production environment is the live system that propagates next-best-actions, collects responses, and conducts AI learning.
• The application is classified into two categories: enterprise changes and business changes in one-to-one customer engagement project.

Types of Changes

• Enterprise changes are made by developers to the Pega application.
• Developers make enterprise changes in the development environment, which are managed by Pega Deployment Manager.
• Examples of business changes include creating or updating an action.
• Used for conducting tests of ethical biases in the decisions made by the next-best-action strategy framework.
• The business content team initiates changes via the 1:1 Operations Manager portal.
• Changes in BOE are carried out in an application overlay.
• Business users can change the application to accommodate changing conditions from decisions, strategies etc.

Key Takeaways

• The change management process is important in enterprise software development project.
• Development cycle.
• The cloud environments provided by Pega for customer engagement.
• Enterprise and business change pipelines were displayed.

Pega 1:1 Operations Manager Overview

• Pega 1:1 Operations Manager helps streamline the change management processes.
• This affects one-to-one customer engagement orchestrated by the Pega Customer Decision Hub.
• The module will cover:
• the lifecycle of a change request
• the types of change requests
• the personas involved in the change management process

Business Operations Team Defined

• The goal of the team is to bring agility to change management and excel in one-to-one customer engagement.
• A team for managing business changes at the organization level, typically known as the business operations team which has three types of users.
• Business users are responsible for new business change requirements, known as a change request.
  • Planning new offers and messages as next-best actions.
  • Leveraging next best action to meet company goals.
• Top user activities
  • Planning customer engagement activities.
  • Reviewing and approving content and offer distribution.
• The team lead reviews and manages priorities for change requests, manages day-to-day activities to support the scrum team, and deploy revisions.
  • Conducting agile ceremonies
  • Unblocking issues
• Top activities
  • Standups, sprint retrospectives
  • Remove blockers, compliance
  • Deployments
• Team leads are scrum masters on a business operations team.
• Next-best-action specialists implement business changes, test offers, translate business needs into actionable insights, and build artifacts.
  • Often the marketing operations team
  • Have experience with automation
• Understand marketing artifacts like actions treatments
• Scale operations by adding more team members.

Lifecycle of a Change Request

• A business user creates a change request.
• Key information is captured.
• The team lead prioritizes the request.
• The operations build the next - best-action artifacts.
• Next-best-action specialists translate the change request details.
• The system updates the artifacts.
• The system recommends verification of artifacts to ensure they meet the business' expectations.
• Changes are tested
• The team lead transfers the change request for deployment.
• Pega Deployment Manager enables the deployment team to deploy changes.

Change Request Types Introduction

• Business requirements change rapidly with a cycle compared to the enterprise release cycle.
• There is a logical separation between the two; business changes or non-technical changes are made in BOE.
• You can make two types of business changes to your customer decision making hub.
  • Day to day (creating actions, treatments)
  • Low volume (taxonomy)
• Initiate the change process in operations manager.

Create New Action

• Use to create a new action.

Update Existing Action

• Update a existing action.

Other Request Type

• There is another way to create a new request that is not to create or update an action

Revision Management

• Editting a strategy.

Fast Track

• Offers to implement a change immediatley
• Mark as a production fix.

Brand Voice Management with Pega GenAl™™

• This module covers the importance of a brand's voice, company values, and customer expectations.
• Pega GenAI™ creates personalized marketing with brand guidelines, global directives, and a brand voice.
• The learning objectives are to define global directives, submit a brand voice change request, and use Pega GenAI™ for content that aligns with your brand's style.

Brand Voice Transcript

• A brand's voice is vital as it shapes communications/relationships. Whether you aim to convey trustworthiness, friendliness, innovation, or a sense of community, consistency and authenticity are key.
• Choose the right brand voice by aligning tone/style, and the company values.
• Strengthen overall brand identity and core values, as well as create style guides.

Pega GenA1 Capabilities

• Pega GenA1 helps create marketing treatments with data insights.
• Generative AI can automate content that adheres to voice/style.
• Pega GenA1 analyzes vast amounts of data to generate content, and checks compliance with established standards.
• Pega 1:1 Operations Manager provides brand integration, generated through analysis or manual crafting.
• Guidelines are in place for tone, style, across all communications via Global Directives, ensuring content reflects the company's values and builds trust.
• The Brand Voice landing page:
  • Set global, update directives
  • Create brand voice.

Creating Global Directives

• Define brand guidelines for tone, and style with global directives for consistency.
• A video covers how to create/approve directives for brand voice.
• Log in as a business user to the Pega 1:1 Operations Manager portal.
• On the landing page, create brand voice, setup global directives, and test content using Pega GenAI™™.
• Landing page sections include: Brand voices and Global directives
• Fill in Change request, Completion name, change request to create directive.
• There are categories: Style, Grammar, Language, and Compliance.
• Directives include no contractions for style, always sentence case for grammar, and including trademarks for compliance.

Further Information

• You can edit/delete a selected.
• Click Submit to send request, then the request is sent to Team Lead to be approved or review changes, before Build stage.
• Once the changes are completed, the change request is approved.
• Then this information will be displayed on the brand page to create email content etc.
• How to create/approve global directives that define the guidlines for communication was described.

Launching a New Offer on the Web

• Module covers the processes involved in making new actions.
• And propagate them to the production environment.
• Discover how to use the power of peja to streamline functions.
• Learning outcomes: suggested action requests to be created.
  • Manage change, build the action.
  • Prioritize change requests
  • Move the change, create treatments.

Automated Insights for Creating Treatments

• Pega Infinity introduces new features to simplify tasks with a single click.
• Automated insights combines Pega Value Finder with AI to detect underperforming actions and treatments.
• Recommended solutions for enhancing actions and improve business value.
• On the automated tab.
• Expand single recommendation to view details.
• The ability to select options at a later stage will be determined.
• Select proceed to the plan stage, if necessary.
• Maximize the interest by proceeding with both options.
• Remove variants that are less appealing, then set the placement type in the placement settings.
• Follow directions on which action the web treatments should be placed when in design web treatment.

Submitting Change Order

• Assign tasks to yourself, regenerate with AI inspiration
• The new tool was able to be used effectively and efficiently through the automated sites tool.
• Streamlines the business change and management proccess and can help with decision hub procceses.
• The learning objectives that were able to be used in the operations manager as a business user.
• Using credit cards for utility bill payments to all customers logging in to the self-service portal.

Other key points

• Manager to work collaboratively in a business operations environment in order to initiate it for any action or process to proceed.
• Select the predefined action type that best suits the use case, or create a customer option.
• With it, the user can provide completion dates, definitions of eligibility, or requirements can be implemented later in the build stages.
• Another important detail was added, like annual income, it needs to exceed 10,000.
• Finalize any task that is in the "To do" selection: rank change or request
• Able to work on the task are intended to be for Team Leads, as team leads.

Prioritizing Change Requests Intro

• The goal is to assist NBA specialists to plan their day and use NBA's tools.
• Explanation of how to prioritize and submit through NBA specialist in 1:1 Operations Manager was explained.
• Business provides to using credit cards for utility payments, by specifying details for the new tasks and selections.
• As a team lead two tasks were able to be prioritized.
• Tasks were created to define actions for the following details and configured engagement policy/ defined with treatment and the NBA will respond with the tasks assigned.
• How to prioritize a change order and assignment as a peel viewer through a team was shown.

Tasks that are Created & Responsibilities

• Is the first step where NBA specialists completes the tasks.
• You can map the business requirements and settings so that the system can auto-generate
• To complete/complete the action build process and understand 1:1.

Deploying Change into Production

• The business operations pushes the changes to the pipeline order through the "operations team".
• The goal is to promote the manager to switch the change order to the manager so that the change can be deployed.

Creating Treatments with GenAI Intro

• Pega software suite, Pega Infinity '23, introduces the power of pega to the tool to simplify tasks of different operations within Gen Al and it.
• Treatments include managing communications to customers.

Steps for Enabling Feature

• Al image provider and a private set/key
• Without the Al functionality
• Creating action types.
• Pega GenAl can generate image that matches given details in regards to offering it to the right audience.
• Used more effectively.

Editing Existing Actions

• Choosing the right category to adjust
• Understanding how to effectively make 1:1 changes
• The process to change: NBA specialists are in charge or making changes and that the proper channels are reviewed through this document to better understand process flow and user integration with new changes.

Updating Existing Actions in Bulk

• Streamline specific modifications
• You can do certain types of bulk editions

Revision on Business

• Rapidly change and usually have a diffrent release cycle
• Other functions will be supported for the business to handle the revisioning proccess

Fast Release Revision

• Learn how to efficiently implement and deploy critical and emergency business changes
• This can be used with the CDH fast release functionality
• Express the fast release capability
• Used for Pega 1:1 operations.
• Can help differentiate the change management of a fast track request.

Implementing Outbound Communication in the BOE

• Discover how to implement outbound customer engagement in a business operations environment
• To deploy changes to productuion as well as the steps needed to create outbound communication through Pega with manager

Learning Objectives

• Create and deploy one time actions and BOE
• To properly deploy artifacts required for implementing outbound communications to new products.

Customer Journeys

• A goal is to manage creative content and set criteria and manage actions/stages
• This also helps navigate through the plan/ build, test, and deploy stages at your customers request for change.

Pega Customers

• Customer journey to help to build the customer expirence and retain only part to help give a full scope

To help give the following benefits

• That allows the building of a great relationship with the customer so they maintain loyalty.
• Stay true to Next Best Actions
• With pega, customers can find multiple journeys and switch into one that best fits the customer.

Journey to help retain the customer for a long time.

• All it will do is help the business get the client to be retained and to provide a better AI action.
• Used to promote business and customer engagement with each other in real time.

In Summary

• All journey is needed for AI, to stay in contact with all your customers and to have them sign with you as an advisor in time.
• They want to implement the use to test a consumer journey to acquire new credit card accounts and new customers.
• Select the appropriate journey type that best suits that process.