The Customer DNA proposes a solution to the inconsistent, manual, time-consuming and error-prone customer data management services across multiple distribution channels of a bank, which is posing a risk to data accuracy and security. The bank needs a customer-centric view of data, including a unified customer profile to improve customer journey and comply with GDPR and PSD2 directives. To achieve this, they propose building a shared customer data layer, using cloud migration and design architecture to deliver a single customer view, actionable insights for digital journeys, and real-time data availability.

Their event-driven data streaming system collects and transforms data from different systems and builds an API layer for unifying the profile. This approach allows the bank to have an accurate, self-service, flexible, and efficient view of their customers by analyzing their current platform and recommending optimal technology platform and infrastructure. They also created core data products and integrated 30+ core systems, delivering 25 use cases and 78% coverage of all customers, capturing customer data across 40m+ individual customers and 5m+ organizations.

The Customer DNA has linked Asset flows with contacts, products, sales, territory, and users so that business units can have a 360-degree view of accurate data presented in dashboards. They pivoted to a product-oriented delivery model to set the future technology support model and introduce a continuous improvement capability. Overall, the proposed approach is beneficial, as it enhances scalability, improves efficiency, enhances data availability, and creates a customer-centric data view across the bank's products.