Reported impact
Business outcome
NAB reports higher engagement, stronger retention, and faster, more consistent journey delivery: Customer Brain guides more than 50 million interactions each month, lifted engagement by 40% when nudging customers, reached up to 55% engagement in dispute journeys, outperformed standard milestone messages by 50%, retained approximately $92 million in term deposits, and drove up to 60% engagement in equipment-finance offers.
- Customer Experience
- Revenue Growth
- Scalability
- Speed to Market
Solution
NAB launched Customer Brain in 2023 as an always-on AI decisioning system for personalized banking journeys. The page describes the engine as using 2,000 data points to understand each customer, with Pegasystems’ Customer Decision Hub acting as the real-time decision layer behind the platform. In that implementation, more than 2,000 adaptive models and 1,200 data points power 220 next best actions, allowing the system to evaluate behavior and response patterns continuously rather than rely on static rules. The resulting actions are served into app, phone, branch, and banker-assisted experiences as dispute-status updates, home-loan milestone messages, term-deposit retention prompts, and equipment-finance replacement offers. NAB also standardized contact policies around the engine so teams could deliver journeys faster, keep experiences consistent across channels, and let the system keep learning from what customers engage with or ignore.
Data flow
Customer and interaction data points feed NAB's Customer Brain, where Pegasystems' Customer Decision Hub applies adaptive models in real time to choose from 220 next best actions. Those decisions are then delivered as messages and service journeys through mobile, phone, branch, and banker-assisted interactions, and later engagement signals are used to keep refining customer preferences.
