What is next best experience?
Next best experience (NBX) is Pega's capability to determine and deliver the most relevant experience to customers across all channels. It builds on next best action by combining customer journey orchestration, real-time interaction management, and customer journey analytics. NBX creates dynamic, personalized experiences that respond to customer behavior in real time.
Why is next best experience important?
NBX is important because today's customers expect brands to understand and anticipate their needs across every interaction. Customers want personalized experiences that feel relevant, timely, and empathetic rather than transactional. NBX delivers on these expectations by using AI to analyze behavior patterns and contextual data in real time, enabling brands to engage customers with what matters to them in each moment. This customer-centric approach builds deeper trust, resulting in greater satisfaction, enhanced loyalty, and ultimately, increased lifetime value.
Benefits of NBX
- Increase conversions: NBX helps increase conversions by delivering personalized experiences in real time across all channels. By analyzing customer behavior patterns and leveraging AI, NBX creates relevant interactions that respond to customer needs.
- Reduced customer churn: NBX can identify at-risk customers, enabling companies to intervene with personalized retention strategies. By addressing customer needs before they become problems, NBX creates emotional connections and tailored experiences that significantly decrease churn rates.
- Optimized interactions: NBX analyzes emotional cues and context in real time, enabling truly empathetic responses that acknowledge customers' feelings. This deeper understanding transforms transactional exchanges into meaningful conversations, building trust and creating authentic human connections.
How does NBX work?
NBX works by combining AI, machine learning, and real-time data analysis to determine and deliver the most relevant customer interactions across all channels. It continuously monitors customer behavior, adapts to changing needs, and leverages journey orchestration to create personalized experiences.
Implementing an NBX strategy
Imagine delivering truly personalized experiences that drive customer loyalty and revenue. With Pega, you can:
- Leverage Customer Decision Hub to orchestrate personalized interactions across channels
- Configure Next-Best-Action Designer with business taxonomy, engagement policies, and adaptive models
- Apply constraints, arbitration, and AI-driven decisioning for contextually relevant experiences
- Implement always-on NBA strategies to enable real-time personalization at each customer touchpoint
Challenges with implementing next best experience
- Companies struggle to connect separate data systems
- Technology can't process data fast enough and the data needs to be real-time for predictive analytics
- Organizations can find it hard to balance personal experiences with compliance and regulation policies
Best practices for mitigating challenges
- Start small with NBX by creating a simple working version that connects to your current systems
- Use RTIM to bring all customer data together in one place
- Set clear rules for how models and strategies work
- Use adaptive AI that learns and improves over time to personalize customer interactions
AI and the future of NBX
AI is revolutionizing how we connect with customers, and the future of NBX is built on this foundation. We're moving toward a world where technology anticipates emotional context, fostering deeper, more valuable relationships.
In particular, NBX will continue to leverage Pega's AI and predictive analytics to create highly personalized experiences across all channels. Rather than simply responding to single interactions, it will anticipate customer needs before they arise, improving experiences by understanding emotional context. This creates more empathetic connections while increasing customer value through proactive engagement.