Next Best Action Designer – Decisioning Consultant

Next-Best-Action Designer
  • Next-Best-Action Designer guides you through the creation of a Next-Best-Action strategy for your business.
  • The Next-Best-Action Designer user interface allows you to easily define, manage and monitor Next-Best-Actions.
  • The 5 components represent the steps that need to be completed to define Next-Best-Actions.
Next best action components
Taxonomy –  To define the business structure for your organization
  • Use the Taxonomy component to define the hierarchy of Business Issues and Groups to which an action belongs. 
  • Business Groups are used to organize customer actions into categories.

For example, as part of the business Issue of Acquisition, you can create Groups for products like Credit Cards, Mortgages, or Personal Loans, with the intention of offering these to potential customers.

Next best action Taxonomy

Constraints –  To implement channel limits and constraints
  • Use Constraints to specify outbound contact limits as well as to limit overexposure to a specific action or group of actions

next best action constraints

Customer contact limits :

  • It allow you to limit the number of interactions that a customer can receive over a given period of time on a specific channel

For example, you can decide that you do not want your customers to receive more than one email per week or one SMS messages per week.

pega customer contact limits

Contact Policy library :

  • Contact Policy rules are reusable across all Business Issues and Groups.
  • You can define more extensive suppression rules by creating Contact Policy rules in the library

For example, an action can be suppressed for a customer for seven days after the customer has seen an ad for that action five times.

Suppressing or pausing an action prevents over-exposure by limiting the number of times a customer is exposed to the same action.

contact policy library pega

Engagement policy –  To define the rules that control which actions are offered to which customers.
  • Use Engagement policies to define when specific actions or groups of actions are appropriate for customers.

Next best action engagement policy


  • It determines whether or not a customer qualifies for an action or group of actions.

For example, an action may only be available for customers and over a specific age

pega NBA eligibility


  • It determines if an action or group of actions is relevant for a customer at a particular point in time

For example, a discount on a specific credit card may not be relevant for a customer who already owns a card.

next best action applicability


  • It determines if an action or group of actions is appropriate for a customer for ethical or empathetic reasons.

For example, a new loan offer may not be appropriate for a customer whose credit score is low, even though it might be profitable for the bank.

suitability pega next best action

Contact Policy:

  • It determine when an action or group of actions should be suppressed and for how long.

For example, you can suppress an action after a specific number of promotional messages has been sent to customers.

contact policy pega next best action

Arbitration –  To configure how actions are prioritized.
  • Use Arbitration to determines how the Customer Decision Hub prioritizes the list of eligible and appropriate actions that come out of each group.

The factors weighed in arbitration are: Propensity, Context weighting, Action value, and Business levers, each represented by numerical values.

Next best action Arbitration pega


  • It is the likelihood of a customer responding positively to an action. This is calculated by Artificial Intelligence (AI).

next best action propensity

Context weighting:

  • It allows you to assign weighting to a specific context value for all actions within an Issue or Group. 

For example, if a customer contacts the bank to change their address, the weight of the Service context will increase, and the highest priority action will be to ensure that the relevant service is delivered to the customer.

next best action context weighting

Action value:

  • It enables you to assign a financial value to an action and prioritize high-value actions over low-value ones.

For example, promoting an unlimited data plan might be more profitable for the company than a limited data plan. Action values are typically normalized across Issues and Groups.

next best action value pega

Business levers:

  • It enable you to accommodate ad hoc business priorities by specifying a weight for an action or Group of actions and/or its associated Business Issue.

next best action business levers pega

Channels –  To configure when and where Next-best-Action is triggered.
  • Use Channels to enable Next-best-Actions to be delivered via inbound, outbound and paid channels.

Next best action channels pega

  • These channels can be toggled on or off. If a channel is toggled off, the Next-Best-Actions will not be delivered to that channel.

NBA channels toggle on off pega


  • A trigger is a mechanism whereby an external channel invokes the execution of a Next-Best-Action decisioning process for specific Issues and Groups. The result will be delivered back to the invoking channel.

Next best action triggers pega

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