Datastax - The Architect's guide to customer experience (CX)

Architect’s Guide
to CX
Tim Vincent, EMEA Solution Engineering Manager
© DataStax, All Rights Reserved.

The Dawn of the Right-Now Enterprise
How to win in an era of unprecedented disruption
© DataStax, All Rights Reserved.2

The Right-Now Economy: Business
Transaction velocity continues to grow exponentially
Months > Weeks > Days > Hours > Min/Sec > NOW

Expectation to Entitlement
Users continue to demand more
Relevant
to me
Available
always
Instantly
responsive
Accessible
wherever I am
However
I want it

The 5 dimensions that need to be addressed
to deliver superior customer experience

Customer Experience (CX) use cases
Customer 360
Loyalty Programs Consumer Fraud
Detection
Personalization &
Recommendation

Application requirements for CX use cases
in the Right-Now economy
CX Use Cases 5 Dimensions Application Requirements
• Customer 360
• Personalization &
Recommendations
• Loyalty Programs
• Consumer Fraud
Detection
Relevancy Contextual
Availability Always On
Responsiveness Real Time
Accessibility Distributed
Engagement Scalable

DATA: GREAT
CUSTOMER
EXPERIENCES
START WITH
GREAT DATA

The data architecture for the right-now
customer experience
C360
Personalization &
Recommendations
Loyalty
Programs
Consumer Fraud
Detection

DataStax Enterprise (DSE) – powering the
right-now customer experience
An operational data layer of database, search, and
analytics, all independent of the underlying
infrastructure
DSE provides:
• Contextual customer views in real-time
• Hybrid cloud enablement
• Massive linear scalability and 100% uptime
• Consistent security model across entire data layer
• Integrated, end-to-end data ingest and analytics
• Flexible data model

Contextual customer views in real time
Why does it matter?
• Providing great, instantly responsive
customer experience requires a holistic,
cross-touchpoint, fully contextual view of
every single customer.
How can DataStax Enterprise help?
• Contextualizes relationships between
customer data and other data (product,
channel, social, etc.)
• Reveal deeper insights that happen in the
moment of the interaction
• Deliver personalized, in-the-moment
customer experience

Hybrid cloud
Why does it matter?
• Flexibility to manage your data and
applications on public cloud, on-premise,
hybrid cloud, or multi-cloud
• Provides consistent data management
layer for on-premise, multi-cloud, or hybrid
cloud deployments. This helps you:
• Gain business agility
• Achieve compliance, governance,
and sovereignty
• Remain competitive
Hybrid
Clouds
Private
Clouds
Public
Clouds

Linear scalability and continuous availability
Why does it matter?
• Customer data is constantly being
captured by different systems and devices
and data volume, speed, and format
change constantly and unexpectedly.
• Customers expect 24-7-365
application response.
• A masterless, distributed, active-active
architecture ensures on-demand
scalability and always-on availability,
while supporting a multi-datacenter
environment.

Security
Why does it matter?
• Customer data often contains extremely sensitive
information, which means that even just a single data
breach can bring devastating consequences.
• Consistent security model across the entire data layer
that helps you achieve compliance and data governance.
It includes:
• Transparent data encryption
• Identity management for authentication and
authorization
• Granular control through RBAC and RLAC
• Auditing
Data
Auditing
Transparent Data
Encryption
External
Authentication

Integrated data ingest and analytics
Why does it matter?
• Providing seamless customer experience requires
dismantling data silos and having a single, holistic,
real-time view of all customer data.
• Quickly ingest and integrate large volumes of siloed
customer data to provide comprehensive customer
views and real-time insights via:
• Fully integrated batch and streaming analytics
capabilities
• Connectors for popular reporting and
visualization tools
RDBMSJSON
CSV
Bulk Data
Load
Stream
Processing

Flexible data model
Why does it matter?
• Explosive growth in data volume and type including
static profiles, relationships, real-time activities, etc.
makes a single data model insufficient.
• Provides support for mixed workloads and all four
major data models
• Tabular
• Graph
• Key-value
• JSON/Document

Why is MDM not enough?
Master data management, or MDM, provides
a static customer view and incorporates only
structured data.
A real CX data platform goes far beyond
MDM by:
• Integrating MDM and other data sources
• Delivering a contextual customer view
in real-time
• Operationalizing customer data for
instant insights and actions
• Guaranteeing 100% uptime
• Allowing global data access
Always-on
CX Data
Platform
Reporting
Analytics
Discovery
Customer
Master

LET’S TALK
SUCCESS–
RIGHT NOW

Macquarie
THE CHALLENGE: Drive digital transformation initiatives to
enhance customer experience.
• Macquarie uses DSE to drive their customer
experience initiative.
• Consolidated data from many disparate systems
delivers 360º, real-time customer visibility.
• Their world-class consumer banking app utilizes
real-time analytics and full text search.
• Customers now have better insight into
how they spent their money and where.
• Transformed from no retail presence to a
digital consumer banking juggernaut
in less than 2 years.

Macquarie bimodal architecture
Channel Services (APIs)
Smart Data Store (DSE)
High
Cadence
ESB / Product Services
Core Banking
Slow
Cadence
Cash Management Cards Wealth Mortgages

Macquarie – Customer 360
Channel / Data Services
Logs
Geo
Text
Emails
Core
Banking
FIS
CRM
Streaming Data Events,
Replicate Data,
Tables from
Transactional Applications
Core
Banking
Card Services
(FIS)
CRM
Data Harbor
(Enterprise
Analytics)
Transactional Systems,
Databases,
Flat Files,
Batch Data Feeds
RealTimeDataIngestion&Processing
Product Services
BulkDataIngestion
Steam Processing Realtime Analytics Batch Analytics
Elastic Scalability Columnar Unstructured Data
Data Protection In Memory Cassandra

A unified CX data layer of
database, search, and analytics,
that enables enterprises to:
• Innovate by using our data
platform to gain a holistic view
of all customers
• Accelerate their customer
experience initiatives
• Mitigate risk and increase
flexibility for critical customer
experience initiatives
DATASTAX
ENTERPRISE
IS POWERING
THE
RIGHT-NOW
ENTERPRISE

Datastax - The Architect's guide to customer experience (CX)

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