Case Study: Ford achieves a 26% conversion lift and timelier, more relevant customer engagement with Pegasystems

Ford Driving CX improvements with next-best-action

Ford Motor Company faced a shifting automotive landscape where success depends on customer experience rather than just product. With long gaps between interactions and slow, traditional marketing tests that produced unactionable results, Ford needed a faster, more relevant way to reach customers and make each engagement count.

Ford implemented Pega’s Self‑Optimizing Campaigns using adaptive models and a two‑stage explore/exploit approach: randomized test sends feed real‑time learning, then multi‑wave next‑best‑action targeting moves customers in and out of audiences. The campaign reached over 300,000 FordPass app users in three weeks, delivering a 26% lift in conversion while improving relevance, timeliness, and marketing velocity.

Ford

Michael Spadafore

Decisioning Services Lead