Right offer, right time: What organizations really need from digital decisioning software

Published: December 17, 2020 by Donna DePasquale, EVP Global Decisioning Software

The true potential of digital decisioning brings to mind the intrinsic reward of talking with someone that really gets you. It’s that “aha” moment when they say just what you needed to hear or offer the help you wanted—without you having to ask.

The rise of digital decisioning software enables organizations to scale a similar level of personalization, offering customers what they need at the exact right time. And organizations that do it well dramatically improve the customer experience and drive loyalty and revenue in the process.

But realizing this promise takes the right tools. The most effective decisioning platforms include a powerful combination of data, analytics, and technology. Equally important, the software must allow non-technical users to update and change strategies to better meet customer and organization needs without burdening IT.

Good versus great

From a credit risk perspective, there’s a vast difference between good decisions and really great decisions. For many organizations, the current status quo still involves decisions made in silos, with business groups sitting in different locations (now even more so, given the prevalence of work-from-home). Creating usable predictive models and then putting them to use can take weeks or even months. What’s more, changing the model often requires that business users make requests of perpetually overloaded IT teams.

To be sure, the process eventually yields decisions. However, from the customer’s POV, they may be slightly irrelevant or feel less than personal. On the business side, the model may lack essential data from across the organization or not yet include critical factors in a rapidly changing landscape. A great decision, on the other hand, benefits the customer and organization alike. Robust analytics enable the decisioning process to reflect the most relevant customer data, from websites they’ve recently browsed to purchases they’ve made. The decisions, as a result, reflect that thoughtfulness. They’re immediately useful and relevant to customers, putting forth guidance and products when customers need it most.

Exponential organizational value

Improved customer experience is a key objective for many organizations. Digital decisioning can help further that goal while also providing returns in multiple other ways. For instance, an advanced digital decisioning platform enables organizations to pivot quickly in the face of crisis. Organizations can add new data sources and explore new models in rapid fashion, tailoring them to immediate demands. In doing so, they not only improve predictive power, but they also produce better decisions. The process allows companies to discover and launch new products, reach new markets, and surface early signs of trouble within customer segments.

This past year, we witnessed first-hand how organizations leveraged digital decisioning to deftly navigate a challenging environment. For instance, one of our customers, a large bank, used the software to run simulations of new strategies it was considering in response to the pandemic. In doing so, the bank gleaned a better understanding of how the plan would impact its portfolio. The company was also able to identify areas of overlapping services and take proactive measures to eliminate duplication and reduce expenses at a critical time.

The cumulative result of improved digital decisioning is an increased ability for companies to differentiate themselves from the crowd. This is true across industries and verticals, from innovating consumer financing for automotive companies to helping healthcare organizations better manage patient debt.

That secret sauce

Like the friend that really gets you, a great decisioning platform is invaluable. But what makes a platform rise to the top? As noted above, the ability to incorporate and integrate lots of high-quality data is essential. Timely customer data helps identify customer trends and fuels more accurate predictions of future behavior. Platforms should also take regulatory obligations, business constraints, and changing risk factors into account.

Solutions that leverage advanced analytics can then transform an ever-growing body of data into decision insights. The software should capture the data used in making those thousands or millions of decisions and make it available real-time to business users, creating a continuous feedback loop. The latter ensures that businesses can stay relevant and nimble. Notably, leading digital decisioning platforms also prioritize the business user along with IT expertise. At a moment that demands quick responses and near real-time solutions to customer needs, business users also need the ability to design, build, test, and deploy strategies. The democratization of the software ensures that the organizations can experience a digital decisioning platform’s full potential.

In this new era, the organizations that deliver value across the customer journey will be the ones that thrive. Digital decisioning empowers organizations to manage costs and risk while keeping the focus on the customer. They can do this even as they grow, building healthier, more responsive companies with customers at the core of every decision.

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