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Prequalify Offers via Web Self-Service 1

Prequalify Offers via Web Self-Service Pega Marketing for Financial Services 7.31

November 2017

Introduction This document describes how Pega Marketing for Financial Services provides a facility for customers to browse bundled offers via a self-service channel. In this release, the bundles displayed are “fixed” bundles, which have been defined by a marketer. The solution provides a complete capability to support Pega-provided bundles and can be extended to support your own needs.

The microsite/web self-service portals discussed in this document are sample functionality that is not included in the primary Pega Marketing for Financial Service jar but rather in the jar of the sample application Pega Marketing for Financial Services in Customer Relationship Management.

Contents This document covers the following topics:

Overview of the bundled offers microsite and how it works

Adding new bundled offers

Extending the bundled home screen

Overview of the non-bundled offer microsite and how it works

Extending the non-bundled microsite

Overview of the bundled offers microsite

The reference self-service portal provided with the application is configured to provide banner ads. One of the banner ads provides access to the U+ Bank Product Bundles. Clicking on the ad launches the Bundled Offers microsite home screen.


The home screen displays the available bundles. Bundles are provided as individual tiles with details of included products and services. The user can view bundle details and either choose a bundle of interest or request additional information on a particular bundle.

The bundle members are individual offers within the Pega Marketing for Financial Services application and may be promoted as a single product or within a bundle. Marketers can adjust when individual products or bundles are presented to customers via next-best-action decision logic.


The detailed view of each bundle displays the benefit and pricing information for the bundle along with its member offers. Each bundle can have a number of products, and they are displayed in the Included Products box towards the bottom of the screen.


The “choose bundle” screen captures customer information. Submitting the form accepts the bundle and its members. You will then receive an email with details of the selected Bundle and be presented with a Thank You screen along with other suggested offers.


You can opt to require more details about a particular bundle via two channels:

1. Phone: Extend this functionality to have a customer service representative call with more details pertaining to the selected bundle.

2. Email: The email option allows you to receive more details on the bundle via email as defined by the email template.

You can change the email templates by editing the appropriate correspondence rule. For more information, see Extending the bundle home screen.

A “Thank you” screen is shown after taking an action (Choose/Request for more information) on the bundle, and it shows the context-specific message along with the list of suggested offers. You can navigate back to the home screen or launch a suggested offer from this screen.


How Bundled Sales Microsites are implemented

Microsite configuration The BundledOffers microsite is configured to show Fixed Bundles in the “Bundle” home screen. The stage “Display Microsite” has a step named BundledMicrosite, and the entire flow configuration for the “Bundle” home screen is inside that BundledMicrosite multi-step process.


BundledMicrosite flow This flow checks the Bundle Type to determine whether it is a Fixed Bundle or Flexible Bundle and then takes the appropriate path. The SetUserAction data transform is called on the click of any button, which sets the properties for determining the next step. Back functionality is also achieved by using the same data transform. Offer acceptance/rejection via the email channel is also handled in this offer flow and is stored in the “AcceptanceStatus” property.

Offers Offers are used by the strategy, FixedBundles which loads the available offers under the “Sales” business issue and “Bundles” business group. Additional offers may be added under this issue and group to be displayed in the Bundle home screen.

The following is a list of key Offer properties:


Description – Bundle Name

Benefits – Benefit of the bundle offer in a semi-colon separated format

BenefitToCustomer – Highlighted feature of the bundle

BundleMemberOffers – Contains member offers in semi-colon separated format

Image – Upload image file name to be shown as icon

Pricing – Pricing information of the bundle

Fixed bundles strategy This strategy imports the Proposition data available from the “Sales” business issue and “Bundles” business group. It is responsible for bringing the Fixed Bundle offer data.

GetBundleMemberOfferDetails strategy This strategy invokes a sub-strategy named AssembleMemberOffers for each bundle parent and fetches available bundle members to the clipboard. The AssembleMemberOffers strategy parses the “BundleMemberOffers” property to get the member names. The “BundleMemberOffers” property contains the member names in a semi-colon delimited format.


GetBundleOffers activity This activity is used for bringing strategy data for Fixed Bundles into the clipboard for using it in different screens of microsite. The interaction FixedBundledOfferInteraction is used for calling the FixedBundles strategy, which is responsible for Fixed Bundles. This activity is the Pre-processing activity for BundleHomeScreen responsible for showing the home page.

Sales strategy Sales strategy is invoked via the interaction rule to show the suggested offers in the Thank You screen. It fetches the top three offers available from each of the business issues, such as


CreditCards, Loans, and Deposits. The BUNDLESMICROSITE flow uses an interaction shape to invoke the rule in flow paths leading to the Thank You screen.

Capturing interaction history Interaction History is captured as the user navigates across different bundles and takes the appropriate action. The UpdateBundleIH activity rule is configured in flow actions for different screens with the corresponding values of “Outcome” and “Behavior”. An interaction rule is used on call of the strategy SaveOfferResponse to update the Offer response. Also, there is an additional activity, UpdateBundleIHFromEmail, which captures Interaction History for user actions (Accept/Reject bundle) via the Email form.

The following tables show the scenarios in which Interaction History gets updated in the use case.

Updating Interaction History from microsite

Screen Offer response Customer behavior Bundle Home Screen No Action No Action View Details Screen Impression Neutral Request More Information No Action No Action Back - Request More Information No Action No Action Submit - Request More Information Pending Neutral Choose Screen Impression Neutral Submit - Choose Screen Accepted Positive Back - Choose Screen No Action No Action


Updating Interaction History from email Email action Offer response Customer behavior Accept button Accepted Positive Reject button Rejected Negative

Email correspondence There are two Email correspondence template rules that are used for sending notifications. These correspondence templates use the BundleMemberTable section rule for displaying member offer details:

SendBundleAcceptEMail - This correspondence rule is used for sending emails after the user clicks “Choose” and accepts an offer.

BundledEmailOfferDetails - This correspondence rule is used for sending emails on click of the Request More Information button. The user can then accept or reject the offer from the email.

Adding new bundled offers

Configuring a fixed bundled offer 1. Go to Pega Marketing portal and choose Content > Offers.

2. Create a new offer in Business Issue Sales and Business Group Bundles.

3. Navigate to Bundle details and provide values for Bundle Attributes such as bundle name and bundle parent type as Fixed Bundle.


4. Provide values for Benefits and BenefitToCustomer.

− Benefits - Description of benefits can entered as a semi-colon separated text.

− BenefitToCustomer – Single line description of benefit to customer.

5. Enter values for BundleMemberOffers property. This property identifies offers to be bundled and is defined as a string with individual offers delimited by a semi-colon. Business Issue and Group are separated by a forward slash.

− BundleMemberOffers – Format for the property string is: business_issue1/business_group1/offer_1; business_issue2/business_group2/offer_2


6. Set the values for Image, Pricing, Proposition, ShortDescription, and WebMessage.


7. Save and check in the created offer.

Testing your bundle 1. Run the FixedBundles strategy and see the results for the newly created bundle.


The BundledOffer microsite should display the new tile for the added offer in the home page.

Extending the bundle home screen Extend the Bundle home screen by saving the required rules to the available open ruleset versions. You can: Add additional bundles by adding proposition data to Sales (Business Issue) > Bundles

(Business Group). Define member offers by editing the property BundleMemberOffer.

Extend FixedBundles strategy to change filter conditions and prioritization conditions/order/number.

Extend Sales strategy to customize suggested offers according to your need.

Configure additional screens to capture Interaction History by adding the activity UpdateBundleIH to the button action/flow action.


Customize email templates (e.g., SendBundleAcceptEmail, BundledEmailOfferDetails) to change the email content that is sent.

The reference self-service portal serves as a working example on how the microsite may be launched. Create your own portal or modify the existing microsite functionality so that it meets your business needs. You can

Launch the microsite from an email Render the microsite inside an existing web infrastructure through the use of Pega Web

Mashup

Overview of the non-bundled offers microsite Pega Marketing for Financial Services includes a Pega-provided non-bundled microsite that you can use for displaying a single offer in your application.

How does it work? An external application receives a Top Offer by calling “TopOffers” container, which is connected with the supporting decision Next Best Offer.

Offer details include a “Click through URL” property that is mapped with the non-bundled microsite.


ConnectMKTURL: This dynamic property helps you to configure the external server address for launching the microsites.

Available non-bundled microsite case

Steps Description Load Data Retrieves supporting customer and offer data for microsite;

offers are displayed on a Web portal using the Sales strategy. UpdateIH This updates IH for click action, while opening the microsite

with Customers info. Perform Identity Matching This helps in running identity matching based on an email

addressed capture on the Offer screen.


OfferScreen flow for non-bundled microsite


The offer flow design defines the offer flow execution via multiple channels.

Scenario IH outcome Activity Interaction Opening Microsite from a banner ads/CSFS Portal

Clicked Service HTTP: CaptureWebClickThrough [PegaMKT-Engine]

Clicking on Banner Ad Impression UpdateIH (Flow:UpdateIH) SaveOfferResponse Request more info Pending GetOfferDetails SaveOfferResponse Open Account - Microsite Accepted CaptureMicrositeInteraction MicrositeInteraction Email – Open Account Accepted Update Status in offer flow Email – No Response after 30 minutes

NoResponse WaitExpired-Update Status offer flow

This table includes the rules that support the IH table update in different scenarios.


The email template has been configured to support offer execution via email channel.

Extending the non-bundled microsite Extend the non-bundled microsite screens by saving the below required rules to the available open ruleset versions.

Load Data: This retrieves supporting customer and offer data for the microsite.

UpdateIH: This activity updated IH for click action, while opening the microsite.

SetMicrositeParameters: This data transform sets form variables in the microsite when a valid CustomerID is available.

Perform Identity Matching: This utility helps with performing identity matching.

OffersScreen flow: Update this flow to include additional screens.

Offerflow: Update offer flow to include additional channels.


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Document: Prequalify Offers via Web Self-Service

Software Version: 7.31

Updated: November 2017

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