,Hong Kong

Pegasystems uses AI to automate business processes in the digital age

Pega received the Digital Technology Award in the Hong Kong Business Technology Excellence Awards.

Digital transformation is a must for almost all companies striving to reach customers online. Being at the forefront of this movement, Pega is providing business process automation and solutions to improve customer engagement.

Pega was recently awarded the Digital Technology Award in the Hong Kong Business Technology Excellence Awards. The annual programme rewards innovation and visionary projects that have particularly stood out.

For this award, Pega is lauded for the project  it worked on with a leading developer, owner, and operator of multi-use integrated resorts and casinos in Macau. The client also owns and manages hotel properties with various restaurants and food outlets. Furthermore, it is known for operating entertainment venues and luxury to mid-market retail malls.

In this project, Pega was faced with the challenge of improving the client’s complex and manual marketing process. The main challenges  were that processes in gaming require regular data loads to back-end systems, which it didn’t have, and there was a complete lack of automation and access to real-time gaming information. For operating casinos, in the big gaming industry in Macau, this concern was a top priority for Pega to help address.

Pega integrated an AI-powered Customer Decision Hub to allow the client to integrate across multiple back-end systems, as the main solution. This made catering to multiple offers with complex qualification rules possible.

Recognising that the client needed to improve its system, a 360-degree Pega-built CRM system was installed, enabling a real-time marketing solution that maximises patron attributes and gaming data.

Among the results of switching to this new system include seeing a reduction of lost revenue opportunities due to walk-outs, unserved patrons, and unmatched competitor offers.

Similarly, through improved patron engagement, customers achieved an increase in patron gaming minutes while being on-premise. This is seen to yield an increase in additional profit contribution over the next few years.

From having a traditional, periodic batch-based campaign and marketing approach, the main development recognised is the switch by Pega to a one-to-one, real-time, personalised marketing approach, thanks to Pega’s unique AI-powered decision-making technology with low-code and agile features.

A personalised marketing approach allows offers from AI-powered, Next-Best-Action calculation to be recommended quickly to patrons. The company recognises that even with the changing behaviour of patrons,  there was still room to improve their services for their numerous patrons.

After the project was implemented, the success rate was recorded as having increased. Now, new offers can be added easily into the system through configurations instead of custom coding.

With this recognised success of Pega’s unique AI decision-making technology, the client  achieved the desired return on investment from the project. The next step is to look at extending the platform to other lines of business.

Pega customer engagement, customer service and Intelligent automation solutions also power other industries such as airlines, banking, finance, insurance, and governments. Their innovative software supports organisations to maximise customer lifetime value, customer service experiences and improve process efficiencies

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