datastax - the architects guide to customer experience (cx)

Architect’s Guideto CXTim Vincent, EMEA Solution Engineering Manager

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The Dawn of the Right-Now EnterpriseHow to win in an era of unprecedented disruption

© DataStax, All Rights Reserved.2

The Right-Now Economy: BusinessTransaction velocity continues to grow exponentially

Months > Weeks > Days > Hours > Min/Sec > NOW


Expectation to EntitlementUsers continue to demand more

Relevantto me

Availablealways

Instantlyresponsive

Accessiblewherever I am

HoweverI 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 casesin 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 EXPERIENCESSTART WITHGREAT DATA


The data architecture for the right-now customer experience


C360Personalization &

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

HybridClouds

PrivateClouds

PublicClouds

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

RDBMSJSONCSV

Bulk DataLoad

StreamProcessing

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 TALKSUCCESS–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

CadenceCash Management Cards Wealth Mortgages

Macquarie – Customer 360


Channel / Data Services

Logs

Geo

Text

Emails

CoreBanking

FIS

CRM

Streaming Data Events,Replicate Data,

Tables fromTransactional Applications

CoreBanking

Card Services(FIS)

CRM

Data Harbor(EnterpriseAnalytics)

Transactional Systems,Databases,Flat Files,

Batch Data Feeds

Re

al T

ime

Da

ta In

ge

stio

n &

Pro

ce

ssin

g

Product Services

Bu

lk D

ata

Ing

estio

n

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 ENTERPRISEIS POWERINGTHERIGHT-NOW ENTERPRISE