Pega Customer Service 7.21 PRODUCT OVERVIEW
Copyright 2016 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 02142-1209 USA Phone: (617) 374-9600 Fax: (617) 374-9620 www.pega.com Pega Customer Service Document: Product Overview Software Version: 7.21 Updated: March 2016
CONTENTS Product Overview... 1 Customer Service Industries... 1 High Level Functionality... 2 Omnichannel Service*... 2 Cross-Channel Customer History... 2 Outbound interactions... 2 Social Engagement*... 2 Pega Chat*... 3 Pega Co-Browse*... 3 Email Notifications... 4 Mobile Interactions*... 5 SMS Notifications... 5 Telephony Integration*... 5 Knowledge Self-Service Portal/Mashup*... 6 Self-Service: Web Mashup*... 6 Manager Tools... 6 360 View of the Customer... 6 Comprehensive Audit Trail... 6 Quality Performance Management... 7 Reporting and Analytics... 7 Role-Based Access... 7 Service Level Management... 7 CSR Tools... 7 Accessibility Support... 7 Dynamic Interaction Goals... 7 Satisfaction Surveys... 7 Guided, Intent-Driven Processing... 8 Intelligent Guidance... 8 Next Best Action Suggestions*... 8 Expert Assist... 8 Search... 8 Support for B2C, B2B, B2B2C, and B2B2B Interactions... 8 One-and-Done Service Process Automation... 9 Systems and Environment... 9 Pega Cloud... 9 End-to-end CRM*... 9 Business Rules... 9 Case Management... 9
Visual Workflow... 9 Knowledge Management*... 10 Legacy System Integration... 10 Situational Layer Cake... 10 Multiple Language Packs*... 10 Customer Service Requests... 11 Standard Service Requests... 11 Examples of Service Requests... 12 Data Model... 15 Roles, Portals, and Dashboards... 17 Customer Service Roles... 17 Customer Service Portals... 17 Interaction Portal... 17 Persona-based dashboards... 17 Account Manager Portal... 18 Social Engagement Portal... 18
Product Overview Curious about Pega s customer service application? Here is more information detailing what you get out of the box with Pega Customer Service: its features and benefits, its initial list of service requests, its data model, and the various pre-configured roles and portals. Pega Customer Service is an enterprise customer service application that is part of Pega s CRM suite. It consists of a contact center desktop and case management for customer service, and can also include chat and social engagement capabilities, knowledge management, mobile field service, self-service through web and mobile mashups, industry-specific processes and data models, and the ability to co-browse between customers and customer service reps (CSRs). Pega s application provides a single, unified, familiar interface for customer service employees. It anticipates customer needs, and automates or intelligently guides each step of customer interactions, across any channel, to rapidly and continuously evolve your customer service experience. Increase Customer Satisfaction Reduce customer effort by meeting the expectations of customers in a single, consistent conversation across the entire customer journey. Make Employees More Productive Bring information from all interaction channels into a unified desktop application so employees can work faster. Automate service tasks or assign them to employees while providing step-by-step guidance. Rapidly Deploy and Continuously Adapt Make it easier and faster to translate changing business requirements, such as new products, channels, devices, policies, and procedures, into an always up-to-date customer service application. Customer Service Industries Pega offers the following industry-specific versions of Pega Customer Service: Financial Services Insurance Healthcare Communications and Media Life Sciences Manufacturing and High Technology Pega Customer Service Product Overview 1
High Level Functionality Pega Customer Service functionality includes features related to: Omnichannel service Manager tools CSR tools Systems and environment Omnichannel Service* Pega Customer Service includes integrated, multi-channel support capabilities for managing telephone (inbound and outbound), web and mobile chat, email, social, web self-service, fax, and white mail service interactions. Cross-Channel Customer History Pega Customer Service provides historical information to give CSRs insight into what actions were taken on behalf of a customer during an interaction and related service requests. The omnichannel capabilities of Pega Customer Service ensure visibility of these customer interactions regardless of channel. Whether your customers are getting answers on a web selfservice site, a mobile device, or working directly with your contact center agents via phone or chat, your CSRs have visibility to customer history, regardless of the channel. Outbound interactions CSRs can proactively call customers to resolve service requests, handle collections, make sales calls, validate contact data, and other follow-up actions that require an outbound call. Pega Customer Service includes case management for outbound calls. It manages call times to ensure calls are within reasonable and regulated times, and can reschedule calls to be more convenient for a customer. It includes call verification to ensure compliance with privacy laws. The interface shows a detailed history of attempted calls, and can automatically bring up the service process relevant to an outbound call when a customer interaction begins. That way, a CSR can more easily complete the associated service process, based on that conversation with the customer. Social Engagement* With Pega Social Engagement, your global service teams can work together to deliver relevant, fast customer experiences via social channels like Facebook and Twitter. To enhance social CSR productivity, Pega uses advanced text analytics to cut through social media noise and extract only those conversations that matter. Pega guides your CSRs through every social interaction by analyzing sentiment, topics and influence scores. That way your team adapt and execute the best service strategy. Your CSRs can take advantage of interaction histories across service channels, as well as Pega s knowledge management and case management tools, to deliver a satisfying response based within the context of the customer s own journey. Pega Customer Service Product Overview 2
Pega Chat* Pega Chat broadens Omni-channel customer engagement by providing effective and efficient customer service over the Web and mobile devices. It allows customer service representatives to interact with customers from your web site by sending and receiving text messages. As a CSR processes a case, appropriate text messages are inserted into the chat dialog to assist the representative and to improve service efficiency and consistency. A representative may push web pages to the customer to guide the customer to information and self-service options on the web. Pega Chat is integrated seamlessly into the Pega Customer Service Interaction Portal providing a customer service representative one place to go for interacting with a customer via chat or other channels. Pega Co-Browse* Pega Co-Browse lets customers share their screens, typically on a self-service portal, with a CSR in real time, enabling the CSR to provide instruction, coaching and guidance to help the customer navigate a self-service portal or complete a task. Pega Customer Service Product Overview 3
Email Notifications Send email notifications to customers keeping them informed of status updates, the latest offers or campaigns, or satisfaction surveys. Email correspondence templates let you configure, style, and brand emails to meet your corporate standards. Pega Customer Service Product Overview 4
Mobile Interactions* Pega Customer Service may be used on mobile devices, such as tablets, to serve customers in person. Contact center supervisors may also use tablets to assist with customer service interactions or cases. When accessed from a mobile web browser, Pega Customer Service provides a touch-friendly mobile portal that provides access to customer information, customer interactions and service processes. For ios and Android devices, the application may also be packaged into a hybrid mobile application using Pega Mobile Client (separately licensed). Service Requests or other actions can be configured to send mobile push notifications alerting the customer of updated information or required action. SMS Notifications Send SMS notifications to your customer s preferred mobile device for service request updates such as a change in status, or include other information such as a satisfaction or NPS survey links. Pega Customer Service ships with a sample integration with Twilio as the SMS gateway interface (requires a separate Twilio account and license). You can also configure SMS notifications to interface with other SMS gateways providers. Pega Customer Service utilizes SMS correspondence templates that you can configure, style, and brand to meet your corporate standards. Telephony Integration* Pega provides Computer Telephony Integration (CTI) to make contact center operations more efficient and improve customer satisfaction. Pega Call enables seamless transfer of call information from telephony systems to Pega Customer Service for screen pops, so the customer does not need to repeat any information provided to voice-response systems. Pega Customer Service Product Overview 5
Pega Customer Service can use that information to start relevant processing and guide the CSR, improving service efficiency. Representatives can control phone calls from their desktops as part of service processing and transfer case information within the call. Knowledge Self-Service Portal/Mashup* Pega Knowledge provides a self-service portal, supporting a mashup with your existing selfservice web pages. Pega Knowledge help sites can be quickly configured, styled, and branded using the configuration tools in the authoring portal. The configuration tool automatically generates an HTML snippet that can quickly integrate the help site with your self-service pages. Self-Service: Web Mashup* With Pega Web Mashup, you can easily add a Pega-built process to an existing mobile or web app. By embedding Pega capabilities such as service requests within your self-service, you can deliver a consistent customer experience without needing to make process changes in multiple places. Manager Tools 360 View of the Customer Pega Customer Service consolidates relevant customer information from your legacy systems, interaction data, and service requests into a composite view. That way, CSRs have the full picture of your customers. Customer composites provide relevant account detail, interaction history across channels, open and recent service requests. Customer information is also dynamically displayed based on the customer context and current situation. Comprehensive Audit Trail Pega Customer Service automatically tracks CSR actions during customer interactions, research, and while working or resolving service requests. Interaction history provides clear insight into what actions were taken on behalf of a customer during an interaction and related service requests. Pega Customer Service Product Overview 6
Quality Performance Management Pega Customer Service provides comprehensive quality review management capabilities to evaluate and monitor employee performance against your company s quality criteria. Managers can select a sample of cases, review and score the work, and share feedback and coaching with CSRs. They can also add dynamic coaching tips to improve productivity and reduce training time by delivering real-time advice and instructions to individual employees while they are interacting with customers. Reporting and Analytics Pega Customer Service includes a wide variety of standard reports and graphs providing realtime information regarding processes, work, assignments, and historical data for analyzing contact center performance over time. Powerful drill-down analysis capabilities enable you to travel from a summary view of your entire operation down to the details of a single servicerequest case. Role-Based Access Managers can control access to the application, specific features, and data elements, using a combination of configurable roles and privileges. Authorized users can easily configure dialogs, coaching tips, and expert skills for service requests. Once configured, the changes are immediately available to CSRs. Service Level Management To help you meet important performance objectives, Pega Customer Service provides sophisticated facilities for managing value-based service level agreements (SLA). You can assign and monitor work, ensuring that tasks are completed according to both business priority and customer value. CSR Tools Accessibility Support Pega Customer Service provides accessibility support. UI elements include support for both mouse and keyboard actions. When coupled with the Pega 7 Web Accessibility rule set, Pega generates appropriate markup that is compatible with common screen readers and accessibility devices to assist with ADA/508 requirements. Dynamic Interaction Goals Interaction goals are configured using business criteria defined in a simple decision table. Pega Customer Service dynamically determines a personalized interaction goal based on customer information (for example, customer value, last Net Promoter Score, or collections status) and other contextual information, including contact center operational information if configured. Satisfaction Surveys Pega Customer Service automatically sends satisfaction surveys, such as for Net Promoter Score, to customers via SMS or email, for insight into your organization s effectiveness from the eyes of your customers. Pega Customer Service Product Overview 7
Pega Customer Service also supports personalized follow-up by automatically generating cases, offering a closed-loop process for managing surveys and customer follow-up. Guided, Intent-Driven Processing With Pega Customer Service, intent-driven processing guides users through every customer interaction reducing training time and ensuring service consistency. Service processes can be specialized to the customer and circumstance, enabling personalized service for customers, but without compromising efficiency. Comprehensive dialog management makes it easier to personalize scripts for customers within the context of each interaction. Intelligent Guidance During interactions, Pega suggests the next-best-action, intelligently guiding users step-by-step through a personalized service experience. To anticipate what each customer needs, Pega uses a combination of business rules and the interaction s context. It can even use predictive analytics and self-learning adaptive models, leveraging both small and big data. Intelligent guidance includes the dynamic display of dialogs (CSR scripting) and the coaching tips that are contextual with each interaction and service request. Managers have the ability to easily configure dialogs and coaching tips, helping to ensure an up-to-date, consistent user and customer experience. Next Best Action Suggestions* Personalize customer strategies by leveraging Pega s Customer Decision Hub with Pega Customer Service, intelligently presenting the right offer or next-best-action suggestion at the right time. Predictive analytics enables marketers to design and execute marketing strategies with campaigns, inbound and outbound, while accurately anticipating customer behaviors to ensure the optimal offer or action is suggested for each customer. Next Best Action can recommend service requests, campaigns, case reviews, or upsell, crosssell, and retention offers. With its intelligent campaign and offer management capabilities, Pega Customer Service helps you deliver the right offer to the right customer at the right time. Integrated campaign setup and tracking capabilities enable you to easily manage your company s cross-sell, retention, reward, and restitution campaigns. Expert Assist With Expert Assist, CSRs can find skilled experts in real time as the customer conversation unfolds. Managers can match CSR experts with specific skills to specific service requests, so CSRs can quickly get help from their peers. Expert Assist requires Microsoft Lync. Search Quickly search for contacts, accounts, service requests (cases), and knowledge content through Interaction Portal search. Support for B2C, B2B, B2B2C, and B2B2B Interactions Pega Customer Service has built-in support to manage not only Business to Consumer and Business to Business interactions, but also agent-based service scenarios like Business to Pega Customer Service Product Overview 8
Business to Consumer/Business. That way, CSRs can see the appropriate context and view of the customer, even when they are supporting multiple clients. One-and-Done Service Process Automation Through automated best-practice service requests that are directly integrated with your legacy and back-end systems, you can resolve customer issues in real time without transferring or calling back customers, and without passing service fulfillment to the back office. That way, you deliver more efficient and effective service. Other capabilities such as automatic correspondence and service request audit trails minimize manual work and reduce timeconsuming work transfer. Systems and Environment Pega Cloud Pega Customer Service is available on Pega Cloud as well as on-premises. Pega Cloud provides industry-leading infrastructure, enterprise-grade services, and operational excellence. Realize a faster time-to-value for your Pega investments and take advantage of the complete range of Pega Cloud services, from development and testing sandbox environments to fully managed production environments. You can even migrate applications from the cloud to your data centers as needed. End-to-end CRM* As part of Pega s CRM Suite, Pega Customer Service can work with Pega Marketing and Pega Sales Automation to support the entire customer journey. Pega can power a full transformation of the customer experience at first by incrementally integrating with existing assets, until eventually replacing existing legacy applications to take full advantage of Pega s single, unified platform. (Pega Marketing and Pega Sales Automation are licensed separately.) Business Rules Pega s Business Process Management streamlines your operations so you can reduce costs and improve business agility. Pega is recognized by leading analyst firms as the most comprehensive and unified BPM platform. Rules and process automatically resolve work wherever possible. Case Management Pega s case management helps you simplify and automate work. Case management helps you keep your promise to your customers, connecting all the people and systems required to resolve each customer inquiry. It tracks related information, automates and assigns outstanding tasks, and connects front and back-office activity, for end-to-end resolution. Visual Workflow Pega s Directly Capture Objectives (DCO) visual tools capture every aspect of how work gets done from process to user interfaces, rules, and integration. You can easily configure workflows using Pega s process modeler with simple drag and drop from a library of smart shapes. You can quickly add new service requests, automatically creating the infrastructure that Pega Customer Service requires. That way you can translate business requirements into Pega Customer Service Product Overview 9
finished applications without manual programming, reducing implementation time and bridging the gap between technical and business resources. Knowledge Management* Increase CSR efficiency with the Pega Knowledge application to suggest relevant answers and information that is contextual to the service case or work flow. This allows the right content (answers) to be suggested to CSRs at the right place and time, reducing the need to search for answers, increasing first contact resolution while reducing average handle time. Pega Knowledge Help Sites allow you to share answers and other helpful information with your customers, helping to deflect costly calls into your contact centers. Knowledge analytics provides insight into key usage and value metrics around the use of knowledge by your CSRs and customers alike. The authoring portal provides a configurable dashboard that can be personalized to provide the knowledge management information needed for individual authors. Legacy System Integration Pega Live Data simplifies the use of data in business processes by delivering the right data, in the right place, at the right time. It manages data requests behind the scenes so that data flows to the right process steps. It is easy to change and adapt for new data sources and new applications, across thousands of users. In addition, Pega has a comprehensive suite of technology-level adapters that allow Pega applications to fit seamlessly into an enterprise ecosystem. Pega supports transport or protocollevel adaptors with form-based integration options, so that no custom code is required to connect to an external system. Situational Layer Cake With Pega s Situational Layer Cake, you can automatically tailor applications to the business context in which they operate. Variation of scale is all handled in one version of the application, using a coherent layered architecture. Pega efficiently delivers repeatable, differentiated solutions by re-using common policies and procedures in multiple business units, channels, geographies, and customer segments. Multiple Language Packs* Language packs support localization of applications through use of translated field values for buttons, prompts, and labels. Language packs are available for Pega Customer Service in Italian, French, Japanese, German, and Spanish. * Optional feature. Additional license fees may apply. Pega Customer Service Product Overview 10
Customer Service Requests Standard Service Requests This table lists the standard service requests available with Pega Customer Service. Your company may choose to implement additional or alternate business processes. Service Request Account Address Change Add Business Add Contact Close Account Communicate Message Complaint or Compliment General Service Request Modify Account Links Description Change the address of the account on your company s system of record and sends confirmation correspondence to the customer Add a new business unit to an account Add a new contact and authorized role to an account Close an account and present retention offers to the caller Access a specific communications script (such as a new customer welcome message) that applies to the contact Record a complaint or compliment during an interaction and present system-determined restitution or reward offers to a customer Create a general service item; use this process to capture and route work when an automated workflow has not been created View and maintain a list of accounts associated with a contact Modify Business Unit Links View and maintain a list of business units associated with a contact or account Modify Contact Links View and modify the contacts associated with an account Open New Account Log Sales Opportunity Override SLA Submit a new account application Add, view, and modify sales opportunities Set SLA profile overrides to designate priority handling of customer requests Schedule Activity Schedule a follow-up call, task, or appointment during an interaction Send Correspondence Generate an e-mail, fax, or mail document to a customer, based on available templates Statement Copy Suggested Item Review Suggested Offers Dispute Transaction Update Business Unit Details Update Business Unit Address Details Update Business Unit Communication Details Submit a statement photocopy request on behalf of a caller Review open service requests for a customer, as suggested by the system (service requests to review are configurable) Select and present cross-sell and other offers to a customer Create a dispute-transaction case, at the request of the caller View and maintain information associated with a business unit including name, tax ID, and so on View and maintain address information associated with a business unit View and maintain communication information associated with a business unit Pega Customer Service Product Overview 11
Service Request Update Contact Profile Description Change the contact s personal information, addresses, communication, and verification preferences. Examples of Service Requests Update Contact Profile Pega Customer Service Product Overview 12
Dispute Transaction Modify Account Links Pega Customer Service Product Overview 13
Schedule Activity Pega Customer Service Product Overview 14
Data Model Pega Customer Service provides common data objects to manage customer data. Some of the object types, such as Account and Contact, expect data to be sourced from an external system of record. The following matrix provides the key objects used in Pega Customer Service and their respective Data Pages. You can use the Data Explorer in the Designer Studio to review all Pega Customer Service Data Pages. Object Type Contact Description The individual associated with an interaction. This could be a person associated with a business or individual account. Account This object type requires data from an external system of record. A consumer or business legal entity that has financial obligations with the business. An account generally has one-to-many contacts, each with different authorized roles. Business Unit This object type requires data from an external system of record. An account that is either a stand-alone business or company entity, or part of a larger account hierarchy. Interaction Service Request This object type requires data from an external system of record. A communication with a customer through a channel such as phone, chat, email, or other media. An interaction can have zero or one-to-many service requests to address a customer s requests or issues. A service request is a distinct process or case that is logged on behalf of a customer to resolve an issue or request, such as an address or profile change, or a disputed charge. See Customer Service Requests in this document for a comprehensive list. Pega Customer Service Product Overview 15
Logical Data Relationship Model (Pega Customer Service 7.21) Pega Customer Service Product Overview 16
Roles, Portals, and Dashboards Customer Service Roles Pega Customer Service supports key roles associated with contact centers. The table below describes the roles shipped with the Pega Customer Service application for access to the Interaction Portal and the Social Engagement Portal. Role CSR Manager Account Manager Social CSR Social Manager Social Admin Description CSRs handle customer inquiries and service requests by phone, email, chat, mail, fax or other channel. Managers manage teams of CSRs, monitoring overall performance and operations of the contact center. The Account Manager is responsible for specific customer accounts and utilizes the Account Manager portal in a traditional back-office role. A social CSR handles customer interactions from social media channels such as Twitter or Facebook. A social Manager supervises a team of social CSRs and monitors individual, team, and channel performance. A social Admin configures and maintains the social engagement configuration and administrates users, work queues, and social queues. Customer Service Portals Each of the pre-configured roles has access to portals designed to present information and help drive their decisions. Interaction Portal The Interaction Portal provides the main customer service portal for both CSRs and managers for handling customer interactions across channels including chat and co-browse capabilities. Managers will have access to Manager Tools and to common configuration tools within service requests, such as Dialogs and Coaching Tips. Persona-based dashboards Pega Customer Service provides personalized dashboards and preconfigured charts, known as widgets. The application ships with a variety of widgets for CSRs, CSR Managers, and Account Managers. With dashboard personalization, users can customize their dashboard view. Your team can create new widgets to display key metrics unique to your business s personas. Pega Customer Service Product Overview 17
Account Manager Portal The Account Manager portal provides similar capabilities as the Interaction Portal, but it is targeted for back-office account managers or sales personnel. Social Engagement Portal The Social Engagement Portal presents the context and history of social conversations so that your Social CSRs can respond quickly and effectively engage with customers on social media. Pega Customer Service Product Overview 18
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