The Customer Engagement Revolution

Today’s Customers

Today’s customers expect to have a fully satisfying experience every time they interact with a company. But the nature of those interactions has changed dramatically over the past decade. The proliferation of mobile devices, the expansion of e-commerce, and the initial implementations of the Internet of Things all have created an environment where customer contact is more frequent and more varied than ever before.

CUSTOMER DATA IS COMING FROM EVERYWHERE

  • WEB
    DATA
  • PHONE
    DATA
  • GEO
    DATA
  • IOT
    DATA

A Data Transformation

Providing the kind of amazing customer experience that results in long-term loyalty is making companies completely rethink their approach to data capture and management.

Forward-thinking organizations are realizing that they must have a reliable way to treat data in an agile, responsive, and scalable manner.

But that’s not always so easy….

TRANSFORMING DATA MANAGEMENT IS HARD

When asked why, IT executives responded:

  • 90%

    DISAPPOINTED

    Digital projects don’t meet expectations

  • 84%

    DELAY

    Legacy database issues have cancelled or delayed projects

  • 61%

    SCALABILITY

    Unable to scale applications to suit demand

  • 41%

    FAILURE

    Digital projects have failed because of reliance on legacy databases

The Challenges of Legacy Technologies

Traditional SQL databases can’t handle today’s data management needs. They were designed to do one thing — manage high-volume business transactions. And they do that quite well. But they lack the ability to scale to handle the huge volumes of data today’s customer interactions generate. And the architectural constraints of a single monolithic database make adding additional information categories on demand nearly impossible.

OVERWHELMING THE

TRADITIONAL DATABASE

INSUFFICIENT

of IT executives responding say a single database cannot meet all of the business needs

87%

LACK OF AGILITY

say relational

databases lack

agility when developing

new applications

86%

1,000

CLICKS PER

TRANSACTION

  • Transaction history
  • Demographics
  • Preferences
  • UNTAPPED DATA
  • UNTAPPED DATA

INTERACTIONS > TRANSACTIONS

RELATIONAL

DATABASE

A Better Way

As a result, many companies are turning to a new kind of database designed expressly for these new demands of customer engagement — an Engagement Database. An Engagement Database can revolutionize an organization’s ability to capture, learn from, and use data from customer interactions to deliver more satisfying and productive customer experiences.

An Engagement Database meets the growing demands placed on businesses by mobile and web devices, the Internet of Things and ever-increasing number of concurrent users.

Engagement Databases dynamically capture and respond to every click, every view, every trace of a customer’s interaction with an organization — whether originating on the web, via mobile device, or a connected product on the IoT.

DYNAMIC CAPTURE

AND RESPONSE

  • ENGAGEMENT
    DATABASE
  • ANALYTICAL
    DATABASE
  • TRANSACTIONAL
    DATABASE
  • Demographics
  • Preferences
  • Transaction
    history

A Deeper Look

Incorporating powerful NoSQL technology and built on a distributed platform, an Engagement Database is built to run on commodity hardware. It can expand as required.

Individual database instances are handled separately, so resources are never overtaxed — it doesn’t require a one-for-one linear expansion of server size to store more (or different) data. Thus costs to scale (even exponentially) are relatively low, and newly discovered data categories can be easily incorporated without a reduction in performance.

A POWERFUL DATABASE

ARCHITECTURE

ENGAGEMENT

DATABASE

  • Memory-
    First
  • Elastic
    Scalability
  • Analytics
  • Mobile
    & IoT
  • Query
  • Full text
    Search
  • Key Value
  • Indexing
  • Replication

    KEY

  • Agility
  • Perfomance
  • Ease of Management

The Benefits of an Engagement Database

AGILITY

Grow and expand more rapidly

  • Faster, more agile application development
  • Adapt to changes quickly based on user demand
  • Apps that are always available, all the time

PERFORMANCE

Scale seamlessly

  • Massive performance at any scale
  • Faster apps, lower cost of deployment
  • Create richer, real-time experiences
  • Memory-first architecture

EASE OF MANAGEMENT

Gain the best of both worlds

  • Easy-to-use APIs and tools
  • High availability and zero downtime for all database operations
  • Automatic data sync from the edge to the cloud

COUCHBASE INTRODUCES THE FIRST ENGAGEMENT DATABASE

Couchbase has been working with major enterprises across many industries to develop the new tools they need to deliver these revolutionary best-of-breed customer experiences.

“If you look at the way the transactional databases have been built, they were not optimized for these engagements. But it’s these engagements that are the heart of this digital transformation,” Couchbase CEO, Matt Cain says. “That’s why we’re so excited about what we’re doing at Couchbase, because we have the world’s only enterprise-grade data platform for digital transformation focused on customer engagement.”

HOW SOME INDUSTRY LEADERS ARE PUTTING ENGAGEMENT DATABASES TO WORK

Technology Review稿源:Technology Review (源链) | 关于 | 阅读提示

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