The emergence of new-age channels such as IoT is promising to bring many enhancements and opportunities—for engagement, analysis, and business growth. To help brands capitalize on the ongoing shift, Resulticks is taking the lead on creating a customer experience pipeline, laying down the foundation for a future of truly interconnected, immersive CX.
To achieve this objective, Resulticks has introduced taken the next step towards the future—incorporating next-gen edge and serverless infrastructure into its very technology backbone. This move enables communications beyond conventional digital touchpoints like mobile and web. It extends the platform’s capabilities to help orchestrate rich, impactful customer journeys through, and derive intelligence from, a much larger ecosystem that encompasses AdTech, B2B, B2C, and B2B2B/C communications.
Small reduction for processing. Giant leap for customer experience.
Customers today demand instant, contextually meaningful responses from brands that wish to remain relevant to them.
However, catering to this demand is limited by the capabilities and scale of the current infrastructure powering these interactions. Today, when a customer interacts with the brand through a digital touchpoint, it usually takes about one to four seconds before a contextual response can be determined and sent back to them. While some may not view a 2-second latency as a major cause for concern, when seen from the perspective of mass engagement, this lag leaves room for improvement.
Thanks to the new edge architecture, ably supported by the WebAssembly framework (WASM) at digital endpoints, native latency can be achieved. This means that the delay can be reduced to less than a second—a possibly 2000-time increase in speed in an ideal scenario—leading to whole new dimension in customer engagement.
A faster framework
How is this done?
To start, key functions are processed directly at the customers’ devices, or endpoints, using the WASM framework. In addition, multiple edge points of presence (POPs) are established at markets around the globe to minimize distance to the customer endpoints. The remaining functions will be deployed at these POPs to further reduce potential lags.
Given the advancements of the devices used by the audiences, it is now possible to cache critical customer information and applicable omnichannel business rules at these endpoints, with no compromise on security or performance. This makes it easier for the Resulticks one-line SDK, which is embedded in the brand’s endpoints, to trigger contextual, next-best interactions to further the audience’s paths towards deeper engagement, conversion, and retention.
While a significant portion of requests can already be handled in this manner, what about requests that cannot be serviced at the endpoints? They are directed to the nearest POP that handle requests to execute work services and send responses back to the customers more efficiently. Since the edge framework also supports CDN and work services caching, the completion delay of requests is 30 to 50 times less than those arriving at the cloud after passing through multiple API gateways and databases servers.
By changing a solution’s technology architecture and moving workloads to the endpoints, this evolution would likely bring into play critical questions about data security and governance.
To address them, Resulticks has implemented the same rigorous encryption and encoding with salting processes used at the backend data stores into the endpoints and POPs. This means additional defenses against potential breaches—on top of the multilayered protections and compliance measures already in place.
In addition, shifting functions to the endpoint in a sense limits the risk of leaking entire databases, because the devices will typically contain only data related to their respective individual users. The brand can thus benefit from a lightweight yet secure framework with faster processing speed and greater readiness to scale.
A step forward in foundational technology
The advantages of edge serverless technology isn’t to obscure the benefits the cloud can, and has, delivered. Thanks to auto-scale mechanisms, the cloud offers the flexibility to scale up and down based on the brand’s communication and processing needs. The cloud has afforded brands both increased scale and freed up resources to zero in on more critical activities.
Despite the benefits it grants, the reality is less rosy. The typical cloud often still requires manual efforts in maintenance and racks up costs on an ongoing basis. This arrangement still requires, by today’s standards, serious investments in terms of time and resources.
The serverless counterpart, however, is more effective and self-healing, entailing virtually no maintenance. It automatically switches between POPs nearest to the customer within each region should one fail, instead of resorting to one centralized network.
An extra step in efficiency was taken through the establishment of edge databases. These edge databases store customer-related data that the brand cannot directly leave at the endpoint devices. They bring data crucial to segment-of-one engagement as close to the end customer as possible by storing it at the regional POPs instead of one cloud database. The auto-heal mechanism built into such databases further minimizes frictions and lags in the delivering and optimization of CX.
Empowering the future of digital customer engagement
Committed to its philosophy of not leveraging technology just for technology’s sake, Resulticks’ motivation to adopt the WebAssembly framework and edge serverless technology goes beyond just greater speed and resource optimization. The end game is really to give brands the means to create, maintain, and continuously improve experiences that truly delight today’s omnichannel customers.
Interactions and journeys individualized based on the customer’s demands on the move are no longer mere promises. They are real deliverables with concrete business impact. With a 30-50% reduction in processing time for each interaction, the brand can be confident to offer its audience seamless experiences and expect greater satisfaction in return.
Below are just a few examples of the diverse use cases Resulticks' CX 5.0 update can enable:
Personalizing landing page experience for the visitor to boost engagement
Enabling progressive profiling to expedite customer journeys
Resulticks is already deploying this technology for current clients, and the WebAssembly framework will be fully implemented by January 2022.
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