Investors Careers Contact Us
Coforge
AI Capabilities + Industries + Resources + Who We Are +
Start the Conversation

Capabilities

Engineering Enterprise Platforms: Pega Data Enterprise Platforms: Appian Cloud Enterprise Platforms: Salesforce Quality Engineering Enterprise Platforms: ERP AI-Led Business Process Solutions Enterprise Platforms: MuleSoft Experience Global Capability Centers

Industries

See All
Banking & Financial Services
Insurance
Travel
Healthcare & Life Sciences
Public Sector
Hi-Tech
Telecom, Media, Automotive, and Energy
Retail, Consumer Packaged Goods (CPG), and Hospitality

Resources

Case Studies Conversation with Pathbreakers Blogs White Papers Tech PoV and Insights

Resources

Case Studies
Conversation with Pathbreakers
Blogs
White Papers
Tech PoV and Insights

Who We Are

About Us Newsroom Leadership Partners Locations Careers Awards & Recognitions ESG Learn more about Coforge
Coforge: Where AI engineering meets industry expertise.

Learn about our company, our vision and values, and the 45,000+ professionals enabling businesses to harness the power of AI.

Learn more about Coforge
Composable Enterprise

Main

AI

Industries

See All
Banking & Financial Services
Insurance
Travel
Healthcare & Life Sciences
Public Sector
Hi-Tech
Telecom, Media, Automotive, and Energy
Retail, Consumer Packaged Goods (CPG), and Hospitality

Capabilities

Engineering Enterprise Platforms: Pega Data Enterprise Platforms: Appian Cloud Enterprise Platforms: Salesforce Quality Engineering Enterprise Platforms: ERP AI-Led Business Process Solutions Enterprise Platforms: MuleSoft Experience Global Capability Centers

Who We Are

About Us Newsroom Leadership Partners Locations Careers Awards & Recognitions ESG Learn more about Coforge
Coforge: Where AI engineering meets industry expertise.

Learn about our company, our vision and values, and the 45,000+ professionals enabling businesses to harness the power of AI.

Learn more about Coforge
Composable Enterprise

Resources

Case Studies Conversation with Pathbreakers Blogs White Papers Tech PoV and Insights

Resources

Case Studies
Conversation with Pathbreakers
Blogs
White Papers
Tech PoV and Insights

CASE STUDY

Increased Credit Card Approvals by 23% for a Leading US Credit Union with Pega Customer Decision Hub

Industry

Banking and Financial Services

Our Contributions

AI-Driven Personalization, Customer Decisioning, Omnichannel Experience Transformation

Location

USA

Technologies

Pega Customer Decision Hub (CDH), AI/ML Models

AdobeStock_1992745809-1

Coforge partnered with one of the largest U.S.-based credit unions to transform its member engagement strategy through AI-driven hyper-personalization. Serving over 13 million members across hundreds of branches and digital channels, the organization aimed to move beyond traditional campaign-based marketing to deliver real-time, need-based interactions.

The initiative focused on leveraging adaptive AI models to deliver personalized credit card and lending offers, enabling a shift from product-centric outreach to member-centric engagement.

Transformation Timeline

Phase 1

Data consolidation and decisioning strategy definition

Phase 2

AI model deployment and platform implementation

Phase 3

Omnichannel integration and real-time decisioning rollout

Phase 4

Optimization, testing, and continuous learning

Drag

AdobeStock_1793166989

The Challenge

The organization faced significant challenges in delivering consistent and personalized experiences at scale.

 

Key challenges included:

  • Managing personalized engagement for 13 million members across multiple channels and 355 branches
  • Dependence on “batch and blast” marketing with limited personalization
  • Fragmented systems and disconnected channels impacting experience consistency
  • Internal skepticism around AI-driven decision-making and demand for immediate results
  • Need to deliver measurable business outcomes while transforming engagement strategy

Our Approach

AI-Powered Customer Decisioning Platform
Implemented Pega Customer Decision Hub to centralize data, insights, and decision-making across all member touchpoints.

Real-Time Hyper-Personalization
Enabled real-time decisioning using adaptive AI models to deliver next best actions and personalized offers across channels.

Omnichannel Experience Integration
Connected multiple channels to deliver a seamless and consistent member experience across digital and physical touchpoints.

Data-Driven Engagement Strategy
Shifted the engagement model from campaign-driven marketing to need-based interactions focused on solving member problems.

Transparency and Trust Enablement
Built confidence in AI decisioning through controlled testing, comparing traditional campaign approaches with next best action outcomes.

Partner / Technology Ecosystem

  • Pega Customer Decision Hub (CDH)
  • AI/ML Decisioning Models
  • Omnichannel Integration Systems

AdobeStock_1649568582

Impact to Date

23% Increase

In credit card applications

23% Increase

In credit card approvals

7 - 10

Connected channels enabling unified engagement

Business Impact

 

  • Improved member engagement through personalized, real-time interactions
  • Increased conversion rates for credit card and lending products
  • Enhanced experience consistency across channels
  • Shifted organizational mindset toward customer-centric decision-making
  • Strengthened trust in AI-driven engagement strategies

 

By embedding AI-driven decisioning at the core of its engagement strategy, Coforge enabled the organization to move from mass marketing to meaningful, personalized interactions at scale. The result is a connected, intelligent engagement ecosystem that improves member satisfaction, drives higher conversions, and establishes a strong foundation for continuous innovation in customer experience.