Casestudy: Streamlining the Customer Journey with Pega Sales Automation

Background

A leading European retailer, known for its extensive product range and strong physical and online presence, had already implemented Pega solutions in the customer service domain with support from BPM Company. The collaboration resulted in significant improvements in handling customer requests and managing after-sales interactions.
However, the retailer recognized that true customer-centricity requires more than excellent service—it starts with sales. To ensure a seamless customer journey from the very beginning, the company aimed to extend its Pega ecosystem into the sales domain. Their key objective was to operate with one integrated platform across the entire customer lifecycle, thereby improving both efficiency and customer experience.

 

The challenge of the sales process

The retailer’s sales process was fragmented, supported by a mix of legacy applications and manual steps. This made it difficult for sales teams to gain a 360-degree view of the customer, resulting in missed opportunities, inconsistent experiences, and unnecessary operational overhead.
The challenge was twofold:

1. Unify the sales and service journey under one platform.
2. Empower sales teams with better insights, automation, and streamlined workflows to maximize effectiveness.

 

Approach

To address these challenges, the retailer, together with BPM Company, turned to Pega Sales Automation. This solution is designed with preconfigured modules covering the entire sales lifecycle, enabling organizations to accelerate implementation while retaining flexibility to customize for industry- or company-specific needs.

Proof-of-Concept (PoC)

As with the previous low-code implementation, the team began with a proof of concept. This allowed business analysts and stakeholders to validate how Pega’s standard sales modules would align with the retailer’s unique processes.

Business analysis

Business analysts mapped the retailer’s sales processes, identifying standard scenarios as well as exceptions requiring specific handling. This exercise provided the foundation for determining where Pega’s out-of-the-box functionality could be leveraged and where customization was required.

 

Implementation of Pega Sales Automation

• Standard Modules: Pega’s prebuilt sales processes—including lead management, opportunity management, and account management—were implemented as the backbone of the new solution.
• Customization: Where necessary, BPM Company consultants designed additional functionality to address retail-specific workflows and exception handling.
• Integration: The new Sales Automation system was seamlessly integrated with the existing customer service platform, ensuring a unified data flow and consistent user experience.

 

Results of the optimization of the customer journey of the Pega Sales Automation

The implementation of Pega Sales Automation delivered significant improvements for the retailer:

• End-to-end customer journey support: From the first interaction in sales through to after-sales service, customers now benefit from a consistent, personalized experience.
• Higher sales efficiency: Sales teams have access to automated workflows and a complete view of customer data, enabling faster decision-making and more effective engagement. Achieved a higher offer to sales conversion.
• Scalability across industries: While implemented in a retail context, the solution leverages Pega’s industry-agnostic platform and can be replicated in other business domains with minimal adjustments.

Improved collaboration: With sales and service unified under one platform, teams are better aligned and work more effectively together.