business triangle technical hexagon

Omni-Channel Customer-Centric Strategies in a Modern Architecture

Technical talk | English

Theatre 16: Track 4

Thursday - 14.40 to 15.20 - Technical


- -

Traditionally, the communications area of a software project in a big company was perceived as an utility, a mere delivery system for simple communications. Until a few years ago, it was considered almost miraculous to be able to send communications in real time.

In the year 2019 nobody should settle for that. We are in the era of disruption, specialization and complexity. The microservice-based and event-driven architectures are another mechanism to deal with that complexity by designing simple and specialized components. But how to achieve a completely customer-centric omni-channel strategy with an increasingly chopped technical substrate, very complex to orchestrate and prioritize?

In this talk we will tell how to design a modern communications architecture, based on microservices and driven by events. Some of the key messages will be:

– How to design a future-proof data repositories to have both performance and valuable insights of the customers
– The criticality of having a proper event strategy and clear data flows, in order to have the customer context and all the relevant indicators as fresh as possible without sacrificing the quality of the information
– The importance of integrating inbound and outbound to achieve the desired omni-channel perspective
– Why is it also key to synchronize the leads generated in the campaigns area into your real time ecosystem, even for operational purposes
– How to distinguish communications that must be in real time with those that can maintain its batch nature
– How to integrate propensity and prediction models into the strategy
– How to deliver this targets or segments of customers as an input for the rest of the platform
– The importance of integrating the feedback and responses from the customers, to reinforce a relevant dialog always
– etc.

A Big Data platform could help you in some of these important tasks, but first of all the overall design needs to be correct and some key patterns need to be implemented.

For the sake of clarity, we will show you real examples of how we are doing it at ING as well as the key elements that will guide our steps towards a more frequent and relevant interaction with our customers.

In short, we will give you some tricks to make any contact between the client and the platform as relevant as possible.