Optimising the Customer Journey with Next-Best-Action Analytics

Modern businesses try to script the “perfect” journey that gives frictionless, elegant experiences. But what happens when customers don’t follow the script? Pega and strategic partner Merkle jointly present this paper that examines how to engage with today’s connected customer whom chooses their own journey – interacting with the brand on their own terms and flowing across channels, shifting preferences, and taking unpredictable routes to a fluid destination – through using personalized, actionable insights in real-time to make the right decisions.

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