Pegasystems Introduces AI-Driven Concierge Services with Pega Self-Service Advisor

The solution reads customer intent and immediately surfaces the content and actions needed into a single view, keeping the customer from resorting to assisted service or abandoning the process.

(Pega Self-Service Advisor screenshot. Source: Pegasystems.)

Pegasystems Inc. (Cambridge, Mass.), has launched Pega Self-Service Advisor,  an AI-powered capability designed to enable businesses to provide customers with intelligent “digital advisors” anywhere on their web and mobile channels. Through the interpretation of customer intent in real time, the one-click feature immediately surfaces the content and actions the customer needs into a single view. Pega bills the new solution as providing AI-powered concierge-level service while bypassing scattered navigation experiences that frustrate customers and negatively impact the bottom line.

Pega Self-Service Advisor addresses the problem of customers enduring a “scavenger hunt” to locate what they need from among the self-service capabilities offered by insurers and other companies. The vendor describes a situation where relevant data and actions are often buried across different sections of the site: “For example, a customer troubleshooting a product issue could bounce from FAQ repository and user community sections to ‘how to’ videos and online service chats before ultimately resolving the problem.” The longer it takes customers to dig, the more likely it is they will resort to the expensive call center option or simply jump to a competitor’s site, Pega cautions.

Surfacing the Information the Customer Seeks

Pega Self-Service Advisor addresses these shortcomings by using Pega’s Decision Hub artificial intelligence engine to surface only the information the customer wants at that particular moment by analyzing past engagement history and current site movements. Customers can simply click a “Need Help” button within the application from any web or mobile page to launch a dynamic screen overlay that presents customized links and actions, a Pega statement explains. The solution gathers contextual data from disparate sections of the site aggregates it into a single view. Customers can then browse this information and take immediate action—such as pay a bill, buy a product, or change an order—without leaving the page.

For example, the Pega Self-Service Advisor can sense a customer need and surface one-click access for the following, the vendor says:

  • A telco customer behind on payments to check balances, pay the difference, and review options for a better plan.
  • A banking customer with an unusual charge on the account to file a dispute, watch a video on fraud prevention, and chat with a fraud expert online.
  • A patient with an upcoming doctor appointment to change the appointment date, review tips on healthy living, and consult with a care manager on the phone.

The Pega Self-Service Advisor can be easily installed to create a personal web concierge in just minutes, even by a business user, the vendor asserts. It deploys through a single line of code with no disruption to the existing infrastructure, which takes the burden off the IT department. The capability is a part of the Pega Customer Service application and is powered by the Pega Customer Decision Hub, which provides real-time AI and decisioning to support each customer’s journey.

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Anthony R. O’Donnell // Anthony O'Donnell is Executive Editor of Insurance Innovation Reporter. For nearly two decades, he has been an observer and commentator on the use of information technology in the insurance industry, following industry trends and writing about the use of IT across all sectors of the insurance industry. He can be reached at or (503) 936-2803.

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