{"id":7891,"date":"2024-06-13T19:23:44","date_gmt":"2024-06-13T19:23:44","guid":{"rendered":"https:\/\/tup.kxe.temporary.site\/how-verizon-puts-its-business-customers-at-the-center\/"},"modified":"2024-06-13T19:23:44","modified_gmt":"2024-06-13T19:23:44","slug":"how-verizon-puts-its-business-customers-at-the-center","status":"publish","type":"post","link":"https:\/\/okdesign.ca\/en\/how-verizon-puts-its-business-customers-at-the-center\/","title":{"rendered":"How Verizon puts its business customers at the center"},"content":{"rendered":"


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Pega solutions like Customer Decision Hub, Knowledge Buddy and Blueprint are aimed primarily at large enterprise clients. It takes some digging<\/a> to understand the architecture of these solutions so it helps to hear from Pega customers about use cases. <\/p>\n

Some of the world\u2019s largest telcos were talking about Pega\u2019s role in their stacks at this week\u2019s PegaWorld conference. We sat down with Tommi Marsans, associate director marketing technology strategy to learn about her Pega journey.<\/p>\n

Sales and service for all kinds of businesses<\/h2>\n

The first thing to understand is that B2B marketing for a company like Verizon spans everything from organizations with staff in single digits to the world\u2019s largest enterprises. \u201cIn the one-to-ten range, they look a lot like consumers,\u201d said Marsans. \u201cAbove 50, it starts to look like companies and corporations, then large corporations, multi-national or with a lot of different locations.\u201d There are many personas with very different needs. <\/p>\n

On the business side there are many products beyond network connectivity and Fios. \u201cSecurity, network products, 5g, MEC [multi-access edge computing],\u201d Marsans enumerated.<\/p>\n

Marsans was tapped to build out the implementation of Customer Decision Hub (CDH) for the business side of Verizon. CDH uses predictive (not generative) AI to understand a customer\u2019s needs in context and in real-time and recommend next-best-actions. It had already been implemented by Verizon\u2019s consumer division.<\/p>\n

\u201cI have been working in martech for thirty-plus years, but this was my first foray into AI,\u201d said Marsans. \u201cPrimarily I had been working with CRM and outbound marketing campaigns, so this was a little bit different. We focused first on service; that was our first use case.\u201d<\/p>\n

The starting point was identifying processes where a lot of time and a \u201clot of hands\u201d were being spent. Agents were fronting for almost 3,000 offers, hundreds of devices as well as accessories and other products. \u201cWhen you start to put those combinations together, that can mean millions [of options]. Decisioning is perfectly positioned to do that. A rep can hold maybe six or seven offers in their head at a time which means everybody gets kind of the same thing. We wanted to be best in class at interacting with our customers; they want to be known and expect that and you can\u2019t do that with a single human being.\u201d<\/p>\n

Based on the context of the interaction between the agent and the customer, CDH presents three possible next-best-offers. \u201cIf those don\u2019t meet it, you can re-decision and get another three. There\u2019s a library there that\u2019s bespoke for your customer,\u201d Marsans explained. The offers are pre-packaged so it takes one click for the selected offer to be delivered. <\/p>\n

Verizon subsequently extended decisioning to apply to actions as well as offers. A chain of actions, Marsans explained, could start by educating a customer on a package of products \u2014 \u201cAnd then the next step and the next step,\u201d she said. \u201cThe journey could be education, putting a value proposition out there, make an offer. Those are moments that matter and each one has a different kind of decisioning behind it.\u201d<\/p>\n

The marketing angle<\/h2>\n

Decisioning has applications in sales and service, but is there a marketing angle? \u201cAbsolutely,\u201d said Marsans. \u201cWe\u2019ve started to plug this into our Adobe instance and that will curate an online experience that is not just actions and not just offers, it\u2019s what images, what language do we use?\u201d If a medium-size business shows up on the website, they will be shown products relevant to a medium-size business.<\/p>\n

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\"IMG\"IMG
Pega founder Alan Trefler playing 15 simultaneous<\/em><\/em> games of chess at PegaWorld (he lost one)<\/em><\/figcaption><\/figure>\n<\/div>\n

Decisioning also shows up in re-targeting. \u201cIf I have an abandoned browse or cart in any channel it will be re-targeted.\u201d The dashboard any customer can visit in the customer portal will contain information on current billing (\u201cYou have an overage\u201d), devices that don\u2019t have security or devices that see a lot of use for example, along with relevant recommendations. \u201cThose are the kinds of things we do from a marketing perspective that are informed by the Decision Hub.<\/p>\n

This is straightforward, Marsans said, if you have Adobe on Adobe cloud and Pega on Pega Cloud. \u201cIf you have one on the vendor cloud and one on a private cloud, it\u2019s much more challenging. The reward for connecting the two is absolutely worth the effort.\u201d<\/p>\n

Marsans continued: \u201cDecisioning is \u2018headless,\u2019 so I\u2019m just sending a signal to Adobe saying, whatever you have in your library, make it look like this; and Adobe says, I see what you\u2019ve been doing and I\u2019m going to take your advice and pick from my library and curate the experience. So they work together to do that.\u201d Marsans noted that this works with Adobe Marketo too.<\/p>\n

Jumping into Pega Blueprint and Knowledge Buddy<\/h2>\n

Did Marsans see value in recent Pega announcements, like Pega GenAI Blueprint<\/a>? \u201cAbout nine hours ago, I used Blueprint to build a new application that I then emailed to myself as a PDF. Next week I\u2019ll sit down with my developers and start working on it. It\u2019s not going to be 100% perfect, but the real value I\u2019m going to get out of this Blueprint is \u2014 what didn\u2019t I think of?\u201d<\/p>\n

Verizon also has Pega\u2019s AI copilot Knowledge Buddy in their system. \u201cWe don\u2019t use it a lot because we do have a very specialized team. I do have a couple of friends just getting into using Pega, and Knowledge Buddy is great for them while they\u2019re figuring out what things are.\u201d Socrates, the new Pega genAI education tool will be really impactful, Marsans believes.<\/p>\n\n\n

Is their something about the telco industry in general that makes it keen to adopt Pega? \u201cI think it\u2019s suited to the industry because of where we are right now.\u201d Telcos are, in a sense, commodities, she said. They have access to the same devices, services are pretty much at parity, pricing comparable. \u201cThe differentiator between the telcos has to be something like service. Every telco you heard from at PegaWorld talked about how they put the customer at the center.\u201d<\/p>\n

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\"2024\"2024<\/a><\/figure>\n<\/div>\n

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Source link <\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

Pega solutions like Customer Decision Hub, Knowledge Buddy and Blueprint are aimed primarily at large enterprise clients. It takes some digging to understand the architecture of these solutions so it helps to hear from Pega customers about use cases. Some of the world\u2019s largest telcos were talking about Pega\u2019s role in their stacks at this […]<\/p>\n","protected":false},"author":3,"featured_media":7892,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"nf_dc_page":"","_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[5],"tags":[],"class_list":["post-7891","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-agency"],"yoast_head":"\nHow Verizon puts its business customers at the center - OK Design<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/okdesign.ca\/en\/how-verizon-puts-its-business-customers-at-the-center\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"How Verizon puts its business customers at the center\" \/>\n<meta property=\"og:description\" content=\"Pega solutions like Customer Decision Hub, Knowledge Buddy and Blueprint are aimed primarily at large enterprise clients. 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