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Extending the capabilities of next best action with customized strategies

Suggest edit Updated on January 19, 2022

In Pega Customer Decision Hub, strategies are the underlying mechanism that determines which action are selected for which customers.


Before the introduction of Next-Best-Action Designer and the Next-Best-Action strategy framework, strategies were configured individually by using the Strategy Builder, or by manually adding shapes to a strategy canvas. In newer versions of the product, this functionality has been superseded by the practices of 1:1 Customer Engagement, embodied within the product through the use of Next-Best-Action Designer. As a best practice, you should configure your customer engagement strategy in Next-Best-Action Designer, as described in Improving customer experience with next-best-action on owned channels. However, for use cases such as configuring the various extension points available in the Next-Best-Action strategy framework, you may need to create additional strategies.

For more information about the use cases where custom strategies are required, see Creating and understanding decision strategies on Pega Academy.

  • Understanding globally optimized strategies

    Introduced in Pega Customer Decision Hub version 8.6, globally optimized strategies (GOS) are a new type of decision strategies that focus on providing the best performance at runtime. Strategies created by using Next-Best-Action Designer support GOS out of the box, but you can also configure other strategies to benefit from the performance improvements that GOS provides.

  • Creating strategies

    You can create new Strategies from the Strategies landing page in the Pega Customer Decision Hub portal.

  • Configuring Pega Customer Decision Hub strategies

    Strategies in Pega Customer Decision Hub are configured in a similar way as in the Pega Platform. For more information, see About Strategy rules. However, Pega Customer Decision Hub provides some additional options.

  • Configuring ethical bias checks

    You can test your strategies for unwanted bias by creating an ethical bias policy. For example, you can test whether your strategies generate biased results by sending more actions to male rather than female customers, as well as check how big the bias is. Perform the following procedure to configure the fields that you want to use to measure bias, and to define the thresholds for detecting bias.

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