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Navigating the enhance in consumer touchpoints and info

We are a group of Digital Architects at Capgemini. Our tactic is tooling agnostic and we handle the complete breadth of the purchaser working experience landscape. The group is made up of Hans van Rijs, Robin van den Hoven, David Salguero Kuiters and Remco Stolp. Jointly, we tackle five architectural worries for 2020 and over and above in a collection of blogs. The worries we see are:

  • Challenge 1: Boost in buyer touchpoints and data
  • Challenge 2: Take care of a complex and dynamic ecosystem
  • Obstacle 3: Out-of-date techniques and resources
  • Obstacle 4: Operate silos
  • Problem 5: Getting perception in the two non-public and get the job done domains.

In this second web site of the collection, I emphasis on the raise of touchpoints and knowledge.


With an at any time-rising number of wise devices and applications, companies are battling to supply the wanted customer expertise. As buyers ever more embrace smart merchandise including autos, homes and appliances with capabilities these as personalised assistants, AI-primarily based notifications and online video doorbells, there is a increased architectural complexity with various purchaser info touchpoints building new knowledge styles. Greater part of this information is stored in a cloud and built obtainable real-time on other gadgets, such as cell applications, web browsers and other applications. Creating this details accessible any where and anytime exponentially increases the selection of API-connections and amount of money of details flowing by your IT landscape. All of this is aimed at creating an knowledge which we contact You. At Scale.

The problems

Boost in purchaser touchpoints

Right now, a selection of products deliver a big total of facts throughout the shopper experience domains (Promoting, Profits, Assistance and Commerce) demanding a significant number of connections. Enabling authentic-time and two-way communication concerning server and shopper, such as IoT course sensors and microservices, improves the total of data that is created, saved, and streamed in the CX landscape. On the person aspect, there is an increasing variety of clever and connected gadgets. Currently, you can verify your email on your fridge and your automobile is related to your calendar quickly environment your navigation in the early morning. All factors are produced ‘smart’ and almost everything is “connected” to make our daily life less difficult and to place You. At Scale.

As corporations know much more about their clients, they have an understanding of their requirements more deeply and can personalize interactions throughout touchpoints. Having said that, obtaining this sort of a point out of connectivity needs a true-time and linked landscape, which can be a challenge for architects to realize and manage.

Maximize in customer details

As businesses adopt a shopper-centric tactic, they will need to develop the “customer 360” profile and personalize the customer journeys in purchase to increase retention and the all round practical experience throughout the CX domains. This involves an ability to take care of significant amount of info for every customer and an normally-on and serious-time link among your buyer facts and consumer platform apps via a client data hub.

Consumer Platform seamlessly connects Promoting, Sales, Assistance and Commerce engines with shopper touch details | worker touch factors | customer data | core business operations | business partners

Microservices supply a great option for companies to differentiate by themselves by establishing and scaling their IT landscape and aligning with their small business plans. The usage of microservices differs across companies, ranging from none to an complete net shop with about 800 microservices just on the front stop with each and every one making information and usually earning it obtainable by means of APIs.

The continual raise in bandwidth and introduction of 5G is producing information transfer easier and more quickly and enabling new sorts of linked programs and products. 5G mobile connectivity features a prospective to arrive at up to 10 gigabits for every next (Gbps). This will decrease the info sharing latency across linked products. Even further, this will open new opportunities for providers in the subject of augmented reality and IoT course that will deliver even much more knowledge.

How to tackle these issues

There are several ways to handle issues posed by the enhance in client touchpoints and details. Some require a business solution and others need to have a more technical technique. There is no 1 remedy that suits just about every firm or just about every challenge. Beneath are the two approaches that can support you manage the complexity from an architectural standpoint.

Agile architecture

Agile methodology can be utilized not only for software package growth but also for architecture. Just one technique for agile architecture is “SAFe.” Agile architecture embraces DevOps and delivers the equipment and tactics to constantly evolve while supporting the business enterprise wants.

If you make your architecture more agile, you are going to be capable to cope with the increased variety of connections and quickly expanding data and information types. One particular way of accomplishing this is to manage a fantastic stability among emergent and intentional structure.