How to Build a World-Class Customer Experience Platform
Delivering business value. Reducing risk. Digital transformation. Today’s application architects have quite a lot on their plates, and the world of data is only becoming faster and more complex, making it even harder to communicate your needs to the “powers that be” — ie, the ones you need to give you the green light for new tech investments.
Medium-to-large enterprises with significant cross-channel and geographically distributed or hybrid infrastructure traffic face major challenges related to database scalability, performance, and security.
If you’re an application architect or designer for one of these enterprises, you’ve most likely already experienced at least some disappointment—if not at least one complete failure—with your current legacy architecture: something involving late hours and plugging holes. We get it: you really don’t want to be in the database business. You want to be redeploying internal teams on value-add activities that deliver a next-generation customer experience, rather than fixing legacy IT infrastructure.
So how do you do that? How do you get to that privileged position?
Simply put, you need a database management platform that can do the following:
1. Integrate MDM and other data sources
MDM, or Master Data Management, can provide a single, trusted customer view, but this view is static and quite limited as far being able to provide you with genuine, real-time insights. You want a data management platform that can easily consolidate siloed customer data via a unified platform for ingesting, processing, and analytics.
2. Scale massively while still being able to offer 100% availability
99% availability used to be enough. Not anymore. As you probably already know, today’s customers simply do not tolerate downtime. As such, your data management platform needs to be able to meet customer expectations 24-7-365, which means your database needs to be extremely flexible and scalable to be able to handle the constant and highly varying stream of customer data coming in from various systems and devices.
3. Provide contextual, 360-degree customer views in real time
This “Customer 360” capability is key in this age of uber-personalization. C360 is really at the heart of a great enterprise customer experience initiative. On your side, it means being able to contextualize relationships between customer data and other data (product, channel, social, etc.) to enrich customer views and reveal deeper insights.
4. Protect your data
This almost goes without saying, but of course it should be at least mentioned. The proliferation of customer touchpoints and data has only widened the opening for fraudsters to enter and wreak havoc on both your company and your customers. The best data management platforms come with built-in, enterprise-grade security and authentication while also offering granular security with row-level access. These key attributes keep your data safe while ensuring it can still be agile, nimble, and accessible.
With the right tools and features, you’ll have a data management platform upon which to build your amazing customer experience applications. But there’s of course more to it than this, and it’s more than we can possibly contain in a single blog post.
Register for our upcoming webinar, The Architect’s Guide to Customer Experience, to get the full story.