Milliseconds matter: The business impact of data responsiveness

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We have transitioned to a completely remote, hyper-connected society in which customers expect services to be digital, instant and friction-free. As part of the “new economy” rules, consumer tolerance for delays is extremely low. Any page load that takes longer than usual can result in loss of business.

In a world where milliseconds are crucial when approaching an app, data – in particular, managing alleged data effectively – is the lifeblood of success. Over the decades, digital transformation efforts have provided us with a variety of data management solutions, including a variety of data models and technologies. In this day and age, to stay afloat, organizations need to prioritize data management to ensure data responsiveness is 24-7 and without hesitation.

How consumer expectations have changed the way we handle data

The driving force behind changes in data infrastructure and responsiveness is high-value business goals. While IT-related service level concerns, such as security and availability, are definitely a factor in the data management scenario, they rarely encourage changeable efforts. Undoubtedly, the most significant leap in data management for an organization is found in projects that positively impact customer and employee relationships.

From a data management perspective, being “customer-centric” is about providing less delay, faster application response time, and near-real-time access to data. Digital conversions are no longer “beautiful.” The competitive pressure to deliver the required functionality faster, better and cheaper has not changed – in fact, it has been the only consistent KPI objective for IT departments for decades. And the epidemic revealed just how fragile the digital backbone was for many companies.

We’ve adapted primarily to the remote-first world: the days of customers who need to do something individually without the digital option are numbered.

The Great Dickpling: Releasing data from record silad systems

As the enterprise expands its digital services to stay competitive and relevant in today’s “economy now”, IT infrastructure has turned into a “spaghetti mix” of applications, APIs and systems of record (SoR), caught up in all the barriers and dependencies. Adding any new service to this mix requires an ever-increasing patchwork of contingency situations and time-consuming coordination efforts, which prevents the enterprise from responding quickly to the needs of the evolving market with new digital services. This is a real obstacle to innovation and a challenge that enterprises must overcome in order to truly realize their digital transformation vision.

One way to eliminate this clutter and simplify the process of enhancing digital offerings is by decoupling applications from their respective SoRs. Overcoming this barrier simplifies the process of integrating new digital services into existing IT architectures, dramatically shortening the launch cycle of new services. This, in turn, enables the enterprise to quickly deliver new real-time mobile services to its customers, meet their expectations and even exceed them.

The enterprise sits on an unused gold mine of sailed data. Whether it is customer data or internal operational data, most of it is stored in a database or SOR, placed either on-love or in the cloud. Each application is constantly given data that performs its own specific functions. As a result, officials lack a unified, holistic view of all their data. In a sense, data is locked within the boundaries of the application that was designed to use it, even if it is extremely valuable to other systems in the enterprise IT infrastructure.

By decoupling applications from SoR and incorporating a digital integration hub, enterprises can free their own data from slid databases and retrieve their customer’s unified, 360-degree view as well as operational and business data. This is the very foundation for providing an omnichannel experience and creating multiple, fully personalized, customer touchpoints.

Data Responsiveness: Preparing for the next wave of data demand

Appetite for new digital services is projected to increase with the introduction of new protocols such as 5G. This growing demand will increase data traffic as well as consumer expectations for application performance. The evolution of consumer demand will not be limited to mobile, as the rise of new IoT devices and sensors will be introduced in the commercial market both as stand-alone gadgets and embedded in other devices. This, in turn, will add to the complexity of managing all this data and avoiding service disruptions.

As the enterprise looks ahead and plans for this expected surge in digital demand and the need for data response, they should ask themselves some tough questions. Is their current IT architecture ready to support the massive scale-up of digital services? Are they effectively using their development and data architect teams to create innovative new services that have real value for both customers and business? Or are they spending too much time on repetitive data integration tasks? After all, are they really taking advantage of all the data their organization has collected over the years, or is it just sitting in a silaid database?

Adi Paz is the CEO of GigaSpaces,


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