What is the Pega CRM Suite?

By Michael Corbin

According to Bain & Company, customer relationship management (CRM) is a “process companies use to understand their customer groups and respond quickly—and at times, instantly—to shifting customer desires.” It uses data analysis about customers’ history with a company to improve business relationships with customers, specifically focusing on customer retention and ultimately driving sales growth.

Within the Pega CRM Suite, there are applications for customer engagement, marketing, sales automation, customer service, customer decision hub, field service and co-browse capabilities. It’s a powerful combination of tools which have quickly taken the lead when compared to the competition – although very few players in this space have all of the capabilities Pega brings to the table. The Gartner 2019 Magic Quadrant for the CRM Customer Engagement Center ranks Pega second to Salesforce, but it’s rapidly catching up.

Pega CRM allows you to connect with your customers on their channel of choice – phone, web, email, chat, SMS, fax and more. Additionally, Pega’s CRM comes with real-time artificial intelligence (AI), giving your representatives Next Best Action (NBA) items for each unique customer journey. Ultimately, what makes Pega more powerful is its low-code app development capabilities, which streamlines the continual improvement and communication between the stakeholders and dev teams. Another component of the Pega CRM Suite is its Customer Decision Hub, which infuses instantaneous AI into every customer engagement. According to Pega, “There’s nothing artificial about Pega’s proven AI. This always-on brain gets results. Using pragmatic artificial intelligence and decision management, you can improve response rates by up to 6X, NPS (Net Promoter Score) by 30 points, and get ROI as high as 500%.”

Decisioning in real-time means:

  • Predicting customer needs – Pega’s AI is always on, reading the billions of signals your customers generate and anticipating what they’ll need next.
  • Personalizing every interaction – As customers engage, Pega evaluates all of your options in real-time, then selects the next best action.
  • Delivering across all channels – Think of AI as a single brain that connects experiences across inbound, outbound, owned, and paid channels.

Here is a short overview video on Pega’s CRM suite:

So yes, a CRM application at its core is a database of your customers’ information and typically where you put your opportunities and manage your sales cycle. But when it is connected with your marketing and customer service platforms and set up to guide your team to better know and service your customers—this is where Pega CRM soars above the competition.

If you are a large-to-enterprise-level company, take a look at the Pega CRM Suite, and you’ll quickly realize the ease of configuration and customization for your business is the difference-maker. As Pega says, “Deepen relationships and maximize value, every moment, everywhere.” Never miss another opportunity to serve your customers and prospects better!

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