I was recently in Las Vegas to attend Pegaworld iNspire 2023, Pega’s annual customer event. It was his first time in four years being held in person and it was great to reconnect with so many old faces, meet new faces and learn all about Pega.
I have always liked a company called Pega. I am always ahead of the curve on the company’s people, what they stand for, customer engagement and service vision, technology, and emerging customer and technology issues such as next best strategy and next best. I like the posture of doing Make customer experiences more empathetic and deploy AI responsibly.
There are four things that impressed me about this event.
1. Autonomous company
Pega Founder and CEO Alan Trefler introduced the concept of the Autonomous Enterprise in his opening keynote. This is the business of applying AI and automation to decision-making, operations, and services across an organization to drive self-optimization across the organization. Achieve maximum efficiency, effectiveness and better customer outcomes.
The announcement felt like a fulfillment of what Pega has been hinting at and working towards for some time. Rob Walker, his 1:1 Customer Engagement GM at Pega, described a similar vision on my podcast in 2016, stating: This helps companies better understand all the different behaviors, interactions and reactions that occur between each customer and their company, enabling companies to optimize their operations and customer experience. Born from the “conscious brain” (customer decision-making hub). real time. This ultimately means that their technology will be able to “run” in smaller areas of the company. “
Furthermore, when asked if the advent of generative AI changed vision or just accelerated it, the unanimous answer was “just accelerated.”
2. Development of generative AI
Like many other technology companies, Pega’s team has spent the past few months building an initial set of 20 new generative AI-powered applications (what they call “boosters”) that will be applied across Pega Infinity™. have been enthusiastically working on. platform.
These include helping marketers craft more compelling marketing messages by providing text and image suggestions, and understanding how AI makes decisions (especially in regulatory (which is useful for brands operating in a defined industry), helping kickstart and speed up low-code application development, and more. Processes, automated calls or interaction summaries, quick access to knowledge, and easy access to operational insights for both salespeople and customer agents.
Many other tech companies in the customer experience and engagement space are developing features along similar lines, but there were a few little things that stood out to me in their feature sets and demos. .
For example, integrating Cialdini’s Persuasion Principles helps marketers drive suggestions on how to change texts and messaging to improve impact and engagement, while considering innovation and transparency. I feel that I am.
Additionally, an innovative in-person live demo showed how setting up a new loan application workflow in Turkish took less time than it takes to make a western omelet, and how leveraging new Gen AI capabilities in real-time could be done. I showed you how easy it is. .
3. Process mining
Another big announcement made possible by Pega’s acquisition of Everflow last year was the launch of Process Mining. It uses AI and proprietary algorithms to model and analyze existing processes based on event log data. In doing so, bottlenecks and other pain points affecting customers or employees can be identified, and staff can suggest and prioritize more efficient ways to improve processes.
At a time when brands are increasingly automating simple tasks faced by their customers and employees, the release of Process Mining is very interesting because it will allow brands to target the “messy middle” of customer service. think.
It’s important to remember that a company’s ability to deliver a great customer experience doesn’t just reside at the external-facing edge of the organization. At its core and deepest, it also has the ability, among other things, to connect and enable all the teams, systems and resources needed to deliver an outstanding experience. Process mining helps identify all the roadblocks and impediments that block it. This is good news.
4. Underlying hum
Overall, I continue to be impressed with Pega, its people, technology and vision. What Pegaworld has shown is that the possibilities of its platform are endless.
But the underlying “grunt” coming out of the conference is that it’s not the technology that’s slowing the brand’s growth.
The technology offers more than enough possibilities and its implementation is fairly well known and well understood.
The biggest obstacle seems to be the business transformation part. It does the work of understanding the problem, articulating the vision, articulating the whys, making adjustments, bringing people in, developing the business case, and making the necessary changes to drive improvement. Outcomes desired by the organization.
It doesn’t have to be flashy. All you need is to be practical and focused on delivering results and value.
So brands have tools. Now we have to pay attention to the hum.
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