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customer experience (2)

What are Microservices in Digital Transformation?

Today’s organizations are feeling the fear of becoming dinosaur every day. Newdisrupters are coming into your industry and turning everything upside down.
Customers are more demanding than ever and will abandon the service that is too slow to respond.  Everything is needed yesterday to make your customers happy.
Now, there is no time for organizations to implement huge enterprise applications which takes months and years. 
What they need is, more agile, smaller, hyper focused teams working together to innovate and provide customer value.
This is where Microservices have gain momentum and are becoming fast go-to solution for enterprises. They takes SOA a step further by breaking every component into effectively single-purpose applications.
Microservices, show a strategy for decomposing a large project, based on the functions, into smaller, more manageable pieces. While a monolithic app is One Big Program with many responsibilities, Microservice based apps are composed of several small programs, each with a single responsibility
Microservices are independently developed & deployable, small, modular services. Each component is developed separately, and the application is then simply the sum of its constituent components. Each service runs as a unique process and communicates with other components via a very lightweight methods like HTTP/Rest with Jason.
Unlike old single huge enterprise application which requires heavy maintenance, Microservices are easy to manage.
Here are few characteristics and advantages of Microservices:
  • Very small, targeted in scope and functionality
  • Gives developers the freedom to independently develop and deploy services
  • Loosely coupled & can communicate with other services on industry wide standards like HTTP and JSON
  • API based connectivity
  • Every service can be coded in different programming language
  • Easily deployable and disposable makes releases possible even multiple times a day
  • New Digital technology can be easily adopted for a service
  • Allows to change services as required by business, without a massive cost
  • Testing and releases easier for individual components
  • Better fault tolerance and scale up
There are some challenges as well, while using Microservices:
  • Incur a cost of the testing at system integration level
  • Need to configure monitoring and alerting and similar services for each microservice
  • Service calls to one another, so tracing the path and debugging can be difficult
  • Each service communicates through API/remote calls, which have more overhead
  • Each service generates a log, so there is no central log monitoring.
Netflix has great Microservice architecture that receives more than one billion calls every day, from more than 800 different types of devices, to its streaming-video API.
Nike, the athlete clothing and shoe giant & now digital brand is using Microservices in its apps to deliver extra ordinary customer experience.
Amazon, eBay are other great examples of Microservices architecture.
GE’s Predix - the industrial Internet platform is based on Microservices architecture.
So, if your IT organization is implementing a microservices architecture, here are some examples of an operating system (Linux, Ubuntu, CoreOS), container technology(Docker), a scheduler(Swarm, Kubernetes), and a monitoring tool(Prometheus).
The technical demands of digital transformation, all front/back-office systems that seamlessly coordinate customer experiences in a digital world is achieved by Microservices as the preferred architecture.
Microservices help close the gap between business and IT & are fundamental shift in how IT approaches software development and are absolutely essential in Digital Transformation.
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Customer 360º view in Digital age

In today’s digital age of customer hyper-personalization, organizations identify opportunities for real time engagement based on data-driven understanding of customer behavior.
Customers have taken control of their purchase process. With websites, blogs, Facebook updates, online reviews and more, they use multiple sources of information to make decisions and often engage with a brand dozens of times between inspiration and purchase.
It’s important that organizations collect every customer interaction in order to identify sentiments of happy & unhappy customers.
Companies can get a complete 360º view of customers by aggregating data from the various touch points that a customer may use, to contact a company to purchase products and receive service/support.
This Customer 360º snapshot should include:
  • Identity: name, location, gender, age and other demographic data
  • Relationships: their influence, connections, associations with others
  • Current activity: orders, complaints, deliveries, returns
  • History: contacts, campaigns, processes, cases across all lines of business and channels
  • Value: which products or services they are associated with, including history
  • Flags: prompts to give context, e.g. churn propensity, up-sell options, fraud risk, mood of last interactions, complaint record, frequency of contact
  • Actions: expected, likely or essential steps based on who they are and the fact they are calling now

The 360º view of customers, also often requires a big data analytics strategy to marry structured data (data that can reside in the rows and columns of a database), with unstructured data (data like audio files, video files, social media data). 
Many companies like Nestle, Toyota are using social media listening tools to gather what customers are saying on sites like Facebook and Twitter, predictive analytics tools to determine what customers may research or purchase next.
What are the returns of Customer 360º:
  • All customer touch point data in a single repository for fast queries
  • Next best actions or recommendations for customers
  • All key metrics in a single location for business users to know and advise customers
  • Intuitive and customizable dashboards for quick insights
  • Real time hyper personalized customer interaction
  • Enhanced customer loyalty

Customer 360º helps achieve Single View of Customer across Channels – online, stores, marketplaces, Devices – wearables, mobile, tablets, laptops & Interactions – purchase, posts, likes, feedback, service.

This is further used for customer analytics – predict churn, retention, next best action, cross-sell & up-sell opportunities, profitability, life time value.
Global leaders in customer experience are Apple, Disney, Emirates.
A word of caution though - Focus & collect only that customer data, which can help to improve the customer journey.
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6 things to avoid in transactional emails

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  You might think that once a sale has been made, or an email subscription confirmed, that your job is done. You’ve made the virtual handshake, you can have a well-earned coffee and sit down now right? Wrong! (You knew we were…

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