Configuring your application to the Customer Relationship Management suite

Transcription

1 Configuring your application to the Customer Relationship Management suite Pega Marketing for 7.31 November 2017 Introduction Content The Pega Customer Relationship Management application suite for empowers financial institutions to deploy a truly unified Sales (Sales Automation for ), Marketing (Pega Marketing for ), and Servicing (Customer Service for ) application. Through this, sales and servicing personnel can access and leverage Next-Best-Action and Next-Best-Offer recommendations from our award-winning Customer Decision Hub technology. Cases can be created in one application and seamlessly transitioned into another application. Furthermore, the power of Pega Platform enables applications to respond faster to customer needs and business or industry changes. This document describes the recommended solution for implementing and configuring the PMFS application in relation to Pega Customer Relationship Management. Installation requirements Prerequisites Database configuration Creating your Customer Relationship Management Marketing for application Creating the implementation application Create your operators and access groups Extend the customer class Add associated customer entities Update customer class references Load customer records into your database Strategy Result class Extend Next-Best-Action hierarchy Create or extend the Real-Time Containers Create Offers and enable Local Campaigns Configuring Pega Web Mashup and FCM Configure Services and Connectors Customer Relationship Management Marketing for application Sample Operators and Access Groups Configuring your application to the Customer Relationship Management suite 1

2 Customer class Strategy Result class NBA Hierarchy Local campaigns Real-Time Containers Customer Movie Installation requirements This document assumes that you have already installed the Pega Marketing for application. If you have not, please see the Pega Marketing for 7.31 Installation Guide on the Pega Marketing for product page. Ensure that the other applications in Customer Relationship Management installed. This includes Pega Customer Services for (CSFS) and Pega Sales Automation for (SAFS). For performance and scalability, we recommend that in QA and production, SAFS and CSFS are run on one instance (JVM) and Pega Marketing for run on a separate JVM. Scale the number of JVMs with the performance requirements of your application. If you intend to run Pega Marketing for with Pega Collections, then instead of this tech note, refer to the tech note Implementing your Collections Strategy on the Pega Marketing for product page. Prerequisites The following applications and their hotfixes need to be installed for the Customer Relationship Management Marketing for application. It is important that you install the required hotfixes for each application in the order listed below. Be sure to use the admin operator that is specific to the application you are installing. 1. Pega Platform See the Pega Marketing for Hotfixes page. 3. Pega Marketing See the Pega Marketing Hotfixes page. 5. Pega Field Marketing See the Pega Marketing Hotfixes page. 7. Pega Marketing for 7.31 See the Pega Marketing for Hotfixes page. Configuring your application to the Customer Relationship Management suite 2

3 Database configuration The Customer Relationship Management Marketing for application supports PostgreSQL, Microsoft SQL Server, DB2, and Oracle. The database that is selected for Customer Relationship Management Marketing for must be the same as the one that hosts Sales Automation for and Customer Service for. Creating your Customer Relationship Management Marketing for application While configuring and implementing your Pega Marketing application for use in a CRM scenario, keep in mind that Pega provides a sample marketing application called Pega Marketing for CRM Sample Application. It is shipped as part of the CRMFS media in the SampleData folder with the name PegaMarketingFS_CRMSample_7.31.jar. Pega recommends that you install this in a sandbox environment or development instance as a reference. You can also save as functionality from this demo application into your implementation application to ease your implementation process. Creating your implementation application Run the application wizard for Pega Marketing for. During this process, make sure to check the build on Field Marketing option. It is also recommended to check the option to use Cassandra. This is an analytical customer record build through NoSQL. For details, see the Application Data Model tech note on the Pega Marketing for landing page. After application wizard, follow the application guide by clicking Resources > Application Guides > Initial Setup Guide. Create your operators and access groups If you want to use the Pega Marketing for application, you need to create operator accounts with the required access group. If you want to create operators for users of your implementation application, see the Pega Marketing for Financial Services 7.31 Implementation Guide on the Pega Marketing for landing page. The Pega Marketing for application has the following default access groups: PegaMarketingFS:MarketAdmin - This is an access group for administrators. The default portal for operators in this access group is Designer Studio. This access group also grants access to the Pega Marketing and Case Manager portals. PegaMarketingFS:MarketManager - This is an access group for managers. The default portal for operators in this access group is the Case Manager portal. This access group also grants access to the Pega Marketing portal. Configuring your application to the Customer Relationship Management suite 3

4 PegaMarketingFS:MarketAnalyst - This is an access group for analysts and other marketing users. The default portal for operators in this access group is the Pega Marketing portal. CollectionsManagerCDH - This access group allows the Collections Manager access to the Customer Decision Hub for reporting. 1. Log in as a Pega Platform administrator. 2. Click Designer Studio > Org & Security > Organization > Operators. 3. Click New. 4. Enter the Operator ID and click Create and open. 5. In the Contact Information section, fill out the required information. 6. In the Access Group section, enter or select one of the predefined Pega Marketing access groups. 7. Click Save. 8. In the Access settings section on the Security tab, select Allow rule checkout. 9. Click Update password and enter the password for this operator, then click Submit. 10. Click Save. 11. Log off and log in as the operator you created. 12. Disable the Auto checkout on save as setting in the operator preferences. For more information, see Updating Designer Studio preferences. 13. After creating the first operator record, open it in Designer Studio and click Save as to create a new operator record with all the settings and preferences you previously entered. Extend the customer class The application guide will generated you a customer class. It is recommended to us the format MyCO-Data-Customer where MyCo is your organization name. Afterwards update your new customer class with the properties necessary for decisioning. 1. Search and open your customer class. 2. Add properties to the customer class that are needed for decisioning on Sales Automation contacts. You will automatically inherit the primary customer properties utilized in Pega Foundation for through the parent class PegaMarketingFS-Data-Customer. Note: This is not an all inclusive list. 3. Add database columns on the database table that maps to your customer class. If you are unsure of the name of the table, click on Test connection in the General tab of the customer class. You should have one column matching to each property in your customer class including the inherited properties. It is recommended that your property names and column names match in both spelling and case as this will decrease the risk of mismatch and error on case sensitive databases. Configuring your application to the Customer Relationship Management suite 4

5 4. On the External Mapping tab of the class rule, specify the properties available on the customer record and their respective database columns in the customer table. Ensure that these mappings satisfy the following guidelines: The column name does not exceed 27 characters. The property name starts with a period. The table contains no empty rows. Important: The existing exposed properties are used for a variety of purposes in the application. For example: CustomerID (class key), PartitionKey (if partitioning is enabled), py 1 (used by outbound ), and pymobilephone (used by outbound SMS) are key required properties for Marketing. Therefore, it is recommended to not delete the inherited exposed properties as exposed properties in your new customer class. It is also recommended to have the property CifNBR as an exposed property in your customer class. This will hold the foreign key that link contacts in Sales Automation for with customers in Pega Foundation for. 5. Click Save. Add associated customer entities Pega Marketing for supports associating the customer class with other entities. Think of this as table join between your customer table and associated data tables for the purposes of segmentation. You can choose to add existing Pega Foundation for, Sales Automation for or Customer Service for tables as associated customer data. For example, you can add the contact to organization relationship table in Sales Automation for or the credit card account table from Pega Foundation for. You can also first define your own tables and class and then add them as associated data. To add a new association for an entity to the customer class, complete the following steps: 1. Step through Resources > Application Guides > Initial Setup Guide > Customers and prospects setup > Other models. 2. Create a property rule for the associated entity directly under your customer class. 3. Ensure that the mode of the property is Page or Page List, depending on whether the associated data has a one-to-one or a one-to-many relationship with your customer record. 4. Ensure that the page class of the property is the class of the entity. 5. Create an association rule for the entity under the customer class. 6. In the Class association section, enter the class of the entity as the Class name. 7. In the Class join list, add an entry to specify the join between the entity and the customer class. The Type value is ignored (leave it as Include all rows). Specify the join criteria by clicking Edit conditions. Configuring your application to the Customer Relationship Management suite 5

6 You can use the same procedure to associate nested entities. For example, have credit card accounts and deposit accounts associated to accounts, which is associated to the customer. Update customer class references There are customer class references in the following rules. Do a Save as to save these rules into your newly created artifacts ruleset and update the references within. Work with your Lead Decisioning Architect when doing this. - Data set rules save into your new customer class PegaCRM-Data-Customer-FS.CustomerDDS Report Definition rules update references to your new customer class PegaMKT-Data-CampaignContacts.FindInvalidContacts - Section rules - update references to your new customer class PegaMKT-Work-Campaign.CampaignContactsFilterViewer PegaMKT-Work-Campaign.CampaignContactListViewer PegaMKT-Work-Campaign.ContactListViewerManual PegaMKT-Work-Campaign.ContactSelectionView Load customer records into your database Pega recommends creating a data flow rule to load your Sales Automation contacts into your marketing customer table. Refer to the data flow DF_GetSAFSContacts in the Pega Marketing for CRM Sample Application as a model for how to define this data flow. You can also opt to save this functionality from the sample application into your implementation application. To do this, create a class that maps to the Sales Automation for contact table SAFS_WORK_CONTACT. Then save as the report definition and property rules in the class PegaCRM-Data-SAFS-Contact from the sample application into your new class. The data flow DF_GetSAFSContacts is similar to an ETL process. It extracts the data from Sales Automation for contact table through a report definition. It then transforms the data using the compose and convert shapes. Finally it loads the data into the relational table mapped to your customer class as well as into the Decision Data Store. For more information on the Decision Data Store, refer to the tech note Application Data Model on the Pega Marketing for product page. Utilizing data flows to load your data provides performance benefits, traceability with Pega, as well as automated scheduling capabilities through the use of agents. See the agent activity StoreContactsInDDS run by the agent rule CRMFS-Artifacts in the sample application for an example. Configuring your application to the Customer Relationship Management suite 6

7 Strategy Result class A Strategy Result class is generated on running of the new application wizard. The class is based on the provided organization name when running the new application wizard in the format MyCo-SR. Customers do not need to make any changes here. Extend the Next-Best-Action hierarchy Customer should plan and define a Next-Best-Action hierarchy including your Business Issues and Groups. A sample Next-Best-Action hierarchy is shipped in the Pega Marketing for Financial Service CRM Sample Application. For more details on defining a Next-Best-Action hierarchy, refer to the tech note NBA Design and Configuration on the Pega Marketing for product page. Create or extend the Real-Time Containers Sales Automation for and Customer Service for have features that take advantage of decisioning functionality in Pega Marketing for. This includes the Next-Best-Action widget in the Customer Service Interaction Portal, the Self-Service Advisor window, the Web Self-Service banner images, the Sales Automation Top Offers for Sales Rep widget, and the Sales Automation Next-Best-Action widget. To enable these functionalities, your Pega Marketing for application needs to have the following real-time containers enabled and configured as well as the support decision rules, and supporting strategies. Refer to the Pega Marketing for CRM Sample Application for guidance. Container name HandleServic etask SelectChanne ls Supporting strategy PrioritizeNBASe rvice PreferredChann elsforssa Integrated application Customer Service for Customer Service for PrioritizeOffer NextBestOffer Customer Service for SalesOffersF orprospects TopOffersforS alesrep TopOffersWS S NextBestOffer TopOffersforSal esrep NBA_Sales Customer Service for Sales Automation for Customer Service for Description Returns next best service recommendations for the Self-Service Advisor functionality in Customer Service for. Returns the recommended contact channel for a customer in the Self-Service Advisor functionality in Customer Service for. Returns top offer for the Self-Service Advisor functionality in Customer Service for. Returns top offers for the Web-Self-Service functionality in Customer Service for for a non-authenticated, unidentifiable customer/prospect. Returns top offers on the Sales Representative portal in Sales Automation for. This is offers for a sales representative to suggest to prospects. Returns top offers for the Web-Self-Service functionality in Customer Service for for an authenticated customer. Configuring your application to the Customer Relationship Management suite 7

8 TopOffers NextBestOffer Customer Service for and Sales Automation for NextBestActio n PrioritizeNBAOu tput Customer Service for Returns top offers to Customer Service for and Sales Automation for. This is a legacy realtime container. Returns top service recommendations and top offers in the advisor widget located in the bottom left hand corner of the Customer Service Sales Rep portal. Create offers and enable a local campaign After defining your NBA hierarchy, you can should create the relevant offer rules for your marketing application. For details on offer rules, refer to the Pega Field Marketing 7.31 User Guide on the Pega Marketing product page. Offer rules can be made available to Sales Automation for through the local campaigns. Local campaigns utilizes Pega Field Marketing to allow for running marketing campaigns from a non-marketing application. To configure this connection, refer to the section Configuring Pega Web Mashup and FCM. To enable a specific offer to be available for use in local campaigns, open the respective offer and update on the Field Marketing Details section on the Details tab of the offer rule. You should then see the offers for SAFS operators who have the MyCo:MarketAnalysts access group where MyCo is the organization name provided when you ran the new application wizard. For more details about using and configuring local campaigns, see the Pega Field Marketing 7.31 User Guide on the Pega Marketing product page. Configuring your application to the Customer Relationship Management suite 8

9 Configuring Pega Web Mashup and FCM To configure Pega Web Mashup and FCM, in the Sales Automation for instance, perform the following steps: 1. Open the prgateway URL ( and create a host configuration named NBAA. For more information, see the Host Configuration section in Configuring Pega Web Mashup with the Gateway Configuration Console. 2. Log in to the Pega Platform as safssysadmin / install or any administrator operator for your Pega Sales Automation implementation application. 3. Search and open the dynamic system settings rule EnableLocalCampaigns and update the value to true in the Settings tab. 4. Search and open the dynamic system settings rule SFAEndPointURL with the end point URL of your Sales Automation for instance. 5. Search and open the authentication profile rule SFAUserProfile and ensure that the username is SAFSSysAdmin and that the host name contains the URL of your Sales Automation for instance. 6. Search and open the remote system rule NBAA. In the Environment tab, set the Gateway URL to the URL where Pega Web Mashup was configured. Set the System URL to the URL of the Customer Relationship Management Marketing for application. Set the System ID to NBAA and the Application Name to Customer Relationship Management Marketing for. 7. For all operators using the local campaign functionality, add the Access Group MyCo:MarketAnalysts to their list of access groups, where MyCo is the organization name provided when running your new application wizard. Configuring services and connectors To configure services and connectors, in the Customer Service for instance, perform the following steps: 1. Log in to the CSFS application as CSFSSysAdmin / install. 2. Click Designer Studio > Customer Service > Customer Experience > Customer Decision Hub configuration. 3. On the Next Best Action Adapter Configuration form, click the following links and enter the required information: - NBA Enabled Set to true. - ConnectMKTURL Set the URL to point to the host / port of the web server where your Customer Decision Hub services are running. 4. Review the Configured Actions. 5. Configure Intent Suggestions. 6. Search and open the access group rule MKT_Integration:SysAdmins and ensure that the application name is set to CustomerService version Implementing a CRM Solution with PMFS 9

10 7. Flush the D_CDHConfig data page by completing the following steps: a. In the Designer Studio header search text field, search for and select the D_CDHConfig data page. b. Click Actions > Run. c. Select the Flush all instances of this data page before executing check box. d. Click Run. 8. In the Pega Marketing for instance, perform the following steps: a. Log in to the your application using your administrator operator. b. Search for and update the Dynamic System Setting rule ConnectCSURL. Update the value of this rule to the URL of your CSFS/SAFS instance. Pega Marketing for CRM Sample Application The Customer Relationship Management Marketing for application is meant to be a Customer Decision Hub (CDH). As a Customer Decision Hub application, it acts as the repository for all decisioning artifacts and functionality that is related to a customer or, in other words, decisioning on a customer record. As such, the Customer Relationship Management Marketing for application contains a number of rulesets. This includes: 1. PegaSAFS-Rules: Rules specific for the Pega Sales Automation for application 2. PegaCRMFS-Artifacts: Decisioning artifacts from the Pega Customer Relationship Management Marketing for for application 3. PegaCRMFS-Rules: Decisioning related rules from the Pega Customer Relationship Management Marketing for for application Sample Operators and access groups With the Customer Relationship Management Marketing for application, Pega provides the following operators and access groups. The default password for all operators is install. All operators in the sample application are shipped disabled. It is recommended to create your own operators modelled off of the provided Operator ID Access Group Default Purpose Portal CRMMarketingAdministratorFS CRMFS:MarketAdmins Designer Studio Administrator operator for the Customer Relationship Management Marketing for application CRMMarketingManagerFS CRMFS:MarketManagers Case Manager Portal CRMMarketingAnalystFS CRMFS:MarketAnalystFS Field Marketing Portal Manager operator for Customer Relationship Management Marketing for application Marketing analyst operator for Customer Relationship Configuring your application to the Customer Relationship Management suite 10

11 Operator ID Access Group Default Portal Purpose Management Marketing for application CRMFSMicrosite CRMFS:MSPortal NA Used for authenticating microsites CRMCollectionsManagerCDH CRMFS:CollectionsManager Customer Decision Hub Portal Provides Collections managers access to Pega Customer Decision Hub and reporting. Customer class The customer class defined for the Customer Relationship Management Marketing for Financial Services application is PegaCRM-Data-Customer-FS. This is mapped to the table CRMFS_CUSTOMER in the ExternalMKTData schema. This customer class is designed to store a union of the customer data from both PegaSales Automation for, which is a system of record for prospect data, and Pega Foundation for, which is a financial services data model. Customer Service for as well as all other Pega product offerings are based on this model. By default, this is handled through data flow rules. For more information about data flow rules, refer to the PDN. For more information on data flows, Pega Marketing for CRM Sample Application ships with the following data flows for loading data from Sales Automation for and Pega Foundation for : Rule Name DF_GetSAFSContacts DF_GetFSIFDataForContacts DF_GetOrganizationData DF_GetC2ORelationships DF_GetO2CRelationships Purpose Loads the Sales Automation for contacts and address details Loads the Pega Foundation for customer data and joins it with existing Sales Automation for contact data Loads the organization data for Sales Automation for contacts Loads the one to many relationship mapping for Sales Automation for Financial Services contacts to organizations Loads the one to many relationship mapping for Sales Automation for Financial Services organizations to contacts There also exists data flows for loading data from customer account data. For more information, see the tech note Application Data Model on the Pega Marketing for product page. Strategy result class Customer Relationship Management Marketing for has a defined customer class of CRMFS-SR. Configuring your application to the Customer Relationship Management suite 11

12 Next-Best-Action Hierarchy Pega Marketing for CRM Sample Application ships with a pre-configured Next-Best-Action hierarchy. For more information on this hierarchy, refer to the tech note NBA Design and Configuration on the Pega Marketing for product page. Local campaigns If the local campaign functionality has been configured, (see the section Configuring Pega Web Mashup and FCM), then see following local campaigns should be available in Sales Automation for : B2B Offer, B2BSMSOffer, BusinessPlatinumCard, WorldMasterCard, B2C Offer, B2CSMSOffer, and UPlusBrokerage These offers use the Key Code, use either B2B (business to business) or B2C (business to customer). For Category, use either Retail or SMB or Commercial. The combination of Key Code and Category determines the available contacts and which sales reps can see which local campaigns. See the proposition filter rules: EligibleSMBOffer, EligibleRetailOffer, EligibleCommercialOffer and the report definition rules: ContactsByTerritoryB2B, ContactsByTerritoryB2C for the exact filter criteria. Configuring your application to the Customer Relationship Management suite 12

13 You should then see the offers for SAFS operators who have the CRMFS:MarketAnalysts access group. For more details about using and configuring local campaigns, see the Pega Field Marketing 7.31 User Guide on the Pega Marketing product page. Real-time containers The sample application ships with a number of real-time containers that connect and provide top offers and next best actions to Customer Service for and Sales Automation for. Container name HandleServiceT ask Supporting strategy PrioritizeNBAService Integrated application Customer Service for SelectChannels PreferredChannelsforSSA Customer Service for PrioritizeOffer NextBestOffer Customer Service for SalesOffersFor Prospects TopOffersforSal esrep NextBestOffer TopOffersforSalesRep Customer Service for Sales Automation for TopOffersWSS NBA_Sales Customer Service for TopOffers NextBestOffer Customer Service for and Sales Automation for NextBestAction PrioritizeNBAOutput Customer Service for Description Returns next best service recommendations for the Self-Service Advisor functionality in Customer Service for. Returns the recommended contact channel for a customer in the Self-Service Advisor functionality in Customer Service for. Returns top offer for the Self-Service Advisor functionality in Customer Service for Financial Services. Returns top offers for the Web-Self-Service functionality in Customer Service for Financial Services for a non-authenticated, unidentifiable customer/prospect. Returns top offers on the Sales Representative portal in Sales Automation for. This is offers for a sales representative to suggest to prospects. Returns top offers for the Web-Self-Service functionality in Customer Service for Financial Services for an authenticated customer. Returns top offers to Customer Service for Financial Services and Sales Automation for. This is a legacy real-time container. Returns top service recommendations and top offers in the advisor widget located in the bottom left hand corner of the Customer Service Sales Rep portal. For more details on real-time containers, refer to the Pega Marketing 7.31 User Guide on the Pega Marketing product page. Configuring your application to the Customer Relationship Management suite 13

14 Customer movie Customer Movie is a feature to capture customer events in a repository (event store) and presents these events in a timely manner. These events are presented as a timeline view of customer events captured across all Customer Relationship Management for applications. In the Customer Service for application, customer events are captured when cases listed below are created and resolved. 1. Phone call, chat, mobile, and web interaction 2. Complaint or compliment 3. Dispute transaction 4. Offer advisor 5. Update contact profile Similarly, in the Sales Automation for application, customer events are captured when: 1. Customer, Appointment, Lead, Opportunity, and Task cases are created 2. An is received 3. A Lead is created 4. An opportunity is lost or won Finally, in PMFS, customer events are captured for: 1. Credit card transactions containing foreign transaction fees 2. Home improvement credit card transactions totaling over $3,000 within a single statement 3. Three or more transactions at a gas station within a single month Follow these steps to capture an event: 1. Create an event in the event catalog landing page. Click Designer Studio > Decisioning > Infrastructure > Customer Movie > Event Catalog. This event creates a data flow that captures the customer data and stores it into the repository. 2. Update the data flow appropriately to capture the events. For reference, see the ServiceCaseCMF or InteractionCMF data flows. 3. To capture an event, add the CaptureEvent flow to a stage or to a flow. 4. To map the appropriate properties, override the EventDetails data transform rule. 5. To display the events, add the pxeventsfeed section. 6. Open the section with the included cell properties. In the Parameters tab, fill in the customerid parameter value. Configuring your application to the Customer Relationship Management suite 14

15 Copyright 2017 Pegasystems Inc., Cambridge, MA All rights reserved. Trademarks For Pegasystems Inc. trademarks and registered trademarks, all rights reserved. Other brand or product names are trademarks of their respective holders. For information about the third-party software that is delivered with the product, refer to the third-party license file on your installation media that is specific to your release. Notices This publication describes and/or represents products and services of Pegasystems Inc. It may contain trade secrets and proprietary information that are protected by various federal, state, and international laws, and distributed under licenses restricting their use, copying, modification, distribution, or transmittal in any form without prior written authorization of Pegasystems Inc. This publication is current as of the date of publication only. Changes to the publication may be made from time to time at the discretion of Pegasystems Inc. This publication remains the property of Pegasystems Inc. and must be returned to it upon request. This publication does not imply any commitment to offer or deliver the products or services described herein. This publication may include references to Pegasystems Inc. product features that have not been licensed by you or your company. If you have questions about whether a particular capability is included in your installation, please consult your Pegasystems Inc. services consultant. Although Pegasystems Inc. strives for accuracy in its publications, any publication may contain inaccuracies or typographical errors, as well as technical inaccuracies. Pegasystems Inc. may make improvements and/or changes to the publication at any time. Any references in this publication to non-pegasystems websites are provided for convenience only and do not serve as an endorsement of these websites. The materials at these websites are not part of the material for Pegasystems products, and use of those websites is at your own risk. Information concerning non-pegasystems products was obtained from the suppliers of those products, their publications, or other publicly available sources. Address questions about non-pegasystems products to the suppliers of those products. This publication may contain examples used in daily business operations that include the names of people, companies, products, and other third-party publications. Such examples are fictitious and any similarity to the names or other data used by an actual business enterprise or individual is coincidental. This information is the property of: Pegasystems Inc. One Rogers Street Cambridge, MA USA Phone: (617) Fax: (617) Pega Marketing for Document: Implementing a CRM solution with PMFS Software Version: 7.31 Updated: November 2017 Configuring your application to the Customer Relationship Management suite 15