IN THE AGE OF CUSTOMER EXPERIENCE, ISN’T IT TIME FOR A NEW DATABASE?

Digital innovation has irrevocably
changed the way we communicate,
collaborate, shop, and socialize in the
21st century. Armed with ever-shinier
devices and ever-more powerful apps,
we now demand consistently better
experiences from the brands seeking
our attention. As a result, the need
for superior customer engagement
has itself become a major driver
of digital transformation. In fact,
we would argue that the ability to
deliver exceptional experiences has
become the single most important
differentiator for enterprises today.


The big question is whether
conventional analytical or transaction
databases are able to deliver rich
customer engagement at scale. By
their nature, analytical systems are
backwards-facing, while transaction
systems are focused on the actual
moment of purchase. Yet today,
that moment – as well as any
repeat purchase – depends on an
increasingly lengthy, and increasingly
complex, sequence of interactions
which need to be executed flawlessly
in real time.


Looking ahead, designing and
executing brilliant customer
engagement requires three important
things:

  • The ability to respond to fastchanging
    data, market factors, and
    business demands
  • The ability to scale without
    performance loss or outages
  • And a viable amount of resource
    necessary to manage it

What’s becoming clear is that a
dedicated Engagement Database
offers significant advantages in every
one of these areas.

 Database

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