June 2016
Beginner to intermediate
39 pages
50m
English
Content preview from Data Infrastructure for Next-Gen Finance
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Chapter 4. The Goal and Architecture of a Customer Event Hub
Modern data infrastructures operate on vast volumes of data generated continuously and by independent channels. Enterprises such as consumer banks, which have many such channels, are beginning to implement a single view of customers that can power all points of customer contact.
In a session at Strata + Hadoop World New York 2015, Arvind Prabhakar, CTO at data integration company StreamSets, presented an architectural approach for implementing a customer event hub. He also discussed the key challenges and solutions to overcome them.
What Is a Customer Event Hub?
The Customer Event Hub (CEH) makes it possible for organizations to combine data from disparate sources in order to create a single view of customer information. This centralized information can be used across departments and systems to gain a greater understanding of the customer. “It’s the next logical step from what has traditionally been called a 360 degree customer view in the enterprise,” said Prabhakar. “But it differs greatly from the 360 degree in that it is bi-directional and allows for an interactive experience for the customer,” he said. The goal is to enhance customer experience and provide targeted, personalized customer service.
360-Degree Customer View versus Customer Event Hub
In the 360-degree customer view, a customer is surrounded by an ever-increasing set of channels of interaction; the view is an augmentation ...
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