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Identifying opportunities to improve next-best-action strategies with Value Finder

Suggest edit Updated on January 19, 2022

Discover areas in which you can improve the next-best-action strategy by monitoring where customers are left without any actions or with only low propensity actions. Identify groups of under-served customers and use this information to improve engagement by loosening restrictive rules or by adding relevant actions and treatments for your customers.

Pega Customer Decision Hub


Customers can reach a point at which they are left with no action or become under-served at different stages of the next-best-action decision funnel: eligibility, applicability, suitability, and arbitration. Value Finder analyzes what happens at every stage and then assigns customers to different groups, for example, under-served after eligibility, which means that after applying eligibility criteria, these customers do not receive any relevant actions.

After you run a simulation, Value Finder selects three groups for your attention and features them in the Top opportunities section. Top opportunities identify the most significant gaps in the strategy. By addressing these gaps, you can improve the results of your actions and treatments, and increase your customer engagement.

The current version of Value Finder does not yet fully support multilevel customer contexts. A multilevel data structure consists of more than one customer context, for example, an account, a subscription, an account owner, and a few device owners. When run on a multilevel data structure, Value Finder only considers the actions at the primary context level (for example, the account owner). Customer contexts below the primary context are disregarded.

Under-served customers

Value Finder provides descriptions of under-served customers and recommends steps to improve the next-best-action strategy. Review this information to understand for which groups of customers there are no relevant actions available. If needed, you can deselect fields to exclude them from the descriptions. Saving a group as an audience can help to test distribution to gain further insight.

Run simulations to discover gaps in customer engagement, analyze the simulation results to gain valuable insights, and use those insights to engage more customers.

  • Running Value Finder simulations

    Monitor at which stages of your next-best-action strategy customers are left without any actions or with only low propensity actions, and identify groups of customers that are under-served by running a Value Finder simulation on an audience.

  • Setting the under-served threshold

    You can change the propensity threshold according to your business definition of under-served customers and then re-run the Value Finder analysis.

  • Analyzing group descriptions

    Value Finder provides insight about under-served customers by identifying and describing three groups that have a high occurrence of under-served customers. Review each group's information to understand why there are no relevant actions available for these customers, and use this knowledge to improve your next-best-action strategy.

  • Saving customer groups as audiences

    Save or export as audiences the customer groups that Value Finder identifies as under-served after eligibility. You can then run distribution tests to get more insight into the current actions that these audiences receive. Use the Value Finder recommendations and your distribution test results as feedback for business stakeholders to inspire them to create new actions and treatments that will be relevant to these audiences.

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