The wireless communications provider selected Pegasystems as the decisioning platform and Merkle as the implementation partner to define, develop, and implement a reactive retention solution, initially for the channels assisted by the call center and retail agents, and later for the online self-service channel. The reactive retention solution was the first large-scale agile development project for the provider, so an integrated project team was constructed with members from the base marketing, retail, and call center channels, the internal IT group, Pegasystems, and Merkle.
The team determined that the quickest approach to delivering a solution in different channels, each with a different primary agent support application, was to develop a user interface with Pega UI capabilities that could be “mashed up” in each channel application. The team then expanded on the vision and initial business requirements to define more than 350 user stories that could be developed, tested, and released over several enterprise touchpoints. In parallel, the team worked with Base Marketing, Finance, and channel subject matter experts to define the decisioning logic based on context gathering requirements, value statement definitions, and an expanded and richer set of offers that could be more effectively targeted and prioritized to maximize the likelihood of the right customers accepting the right offers and to ultimately reduce churn.