Customer centricity

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Single view of customerSusanna Centonza

IT Architect / Aviva Italia

Luca Magnoni

Head of Life & Digital apps / Aviva Italia

Maximiliano Barberi

Program Manager / Gruppo Euris

Customer centricity

In 2015 we were asked to build a new

customer portal…

...it required us to build a Single View of

Customer starting from disparate legacy core

platforms and without a centralized customer

registry. It had to be potentially accessible

from any application in a plug&play mode,

updated once or more times a day, available

24x7, aligned with the standard group

architecture and…

ready in 4 months

…we needed a new approach (disruptive)

The existing application was based on a simple JBoss

web frontend, MySQL backend, was updated on a

weekly basis through slow, heavy data extractions…and

it had taken 8 months and 1400 man-days to build.

Target architecture: how to implement the SVoC?

Digital Marketing Platform

(Marketing View of Customer)

Web Social E-mail

Customer Relationship

ManagementBig Data & Analytics

(Analytical View of Customer)

1

2

Aviva Digital Customer Channels

Contact

Centre

Life Claims

Business Logic (Next Best Action, Business Applications)5

Third Party

Data Sources

(Social, Gov, Aggregators)

1

2

4

5

Digital Marketing Platform

Collects , Orchestrates & Manages

Customer Digital Interactivity across

all digital channels. Manages and

Automates cross channel campaigns.

Customer Relationship

Management

Manages view of customer and

prospects, segmentation allocation

and relationships historical.

Analytics & Big Data

Stores and Analysis Large Data sets

from DMP,CRM, and GI,LIFE & Health

down stream systems combined with

external data (structured and

unstructured).

Business Logic

Application Layer , contains software

based business rules & Data Access

API’s that enable journeys and content

to be created in real time.

3Single View of Customer (SVOC)

Extract customer data from core

systems as a Data Hub (e.g. MDM or

APIs).

Digital Applications(My Aviva, Broker Secure)

43

The decision we had to make was

between an enhancement of the

current architecture or the adoption

of a completely new application

stack

Target group architecture was very

clear and based on the Single View

of Customer paradigma

The SVoC had to be:

Updated daily

Available 24x7

Consistent & Flexible

Fast & Accessible

GI

(Operational View of Customer)

?

Options on the table

Upgrade current architecture Adopt off the shelf solution RedHat based Architecture

PR

Os

CO

Ns

100% reuse of business logics

Aviva personnel already skilled

No change in architecture required

Limited changes in infrastructure

Optimized business logics

Fast data feeds, scalable & flexible

Highly accessible & programmable

Consolidated technology

Low cost

TCO lower than traditional solutions

High performance

Modular solution

Same technical constraints

Closed system

Not readily scalable

Complicated data update

No internal skills

Complete architecture redesign

New infrastructure build

Time constraints & relevant costs

Aviva technology skill to be built

First implementation in Italy

Very challenging timeline

Very limited Aviva SME availability

The decision was JBoss DV and Fuse

Introducing JBoss Data Virtualization as decoupling layer between data

sources and data producers, providing real-time, unified data access

across disparate sources to multiple applications

Leveraging JBoss Fuse to provide the exposure of the

data within DV to consumer apps through the use of

standard APIs

• Presentation: Responsive HTML5 and .NET on MS IIS 7

• Language: Java/J2EE, JavaScript (AngularJS, Bootstrap)

• Web services: REST

• Database: PostgreSQL 9.4 & MS SQL Server Std 2008 SP2

• Data Virtualization: JBoss Data Virtualization 6.2.1

• ESB: JBoss Fuse (formerly known as FuseServiceWorks) 6.0.0 GA

• CMS: SiteFinity 8.1

• Distributed Cache: Infinispan 7.2.3

Technology stack

HTTPS(Internet)

MyAviva and Customer Data Hub (SVoC)

HTTPS(Internet)

Direct CustomerUsing Web Browser

Life & GI Policy(DB2)

Claims(SIS)

GI(PASS)

JDBC

Direct CustomerUsing Mobile App

HTTPS(Intranet)

Aviva SupportUsing Web Browser

Avivaenterprise system

REST, JDBC, ODBC, ...

(Intranet)

Ristampe AvivaPreferred

JDBCJDBC SOAP REST

MyAviva Front End(IIS and SiteFinity)

Web Server providing the Customer User Interface

Integration Platform(Jboss ESB)

Provides REST services exposing the SVoC data model

Data Virtualization(Jboss DV)

Connects to different data sourcesAggregates the data

Provides a virtual DB-like view of the data

Storage(PostgreSQL)

Stores SVoC data model

Exposes RESTServices to

get and updateCustomer data

Reads data from

Stores endretrieves

data

Reads data from

SQL Server Cluster

F5 Big IPs HP BSM (monitoring)

Webseal (Internal)

Webseal (External)

TAM Policy Server

TAM LDAP ServerWeb Server IIS

SiteFinity

Italy SVoCJBoss API Services Layer

AppFabric

WAS

TAM EAI

FederatedApp

Telematics

Web Services

Mobile

UMT

External personCustomer

Internal workerContact Centre/Help Desk

Mobile AppCustomer

Internal Browser External BrowseriOS/Android/

Win8/WinPhone

https https https

http

http

DMZ

http

SQL Servers

httpFuse (ESB) & Data Virtualization

http

WA

N

HP NorwichZPROD

DB2 / VSAM / CICS

Life VSAM Life DB2

European DC

Jdbc

Aviva Italy Core Systems

LIFE

MyDocs(Ristampe)

jdbc

jdbc

Claims

jdbc

GI

jdbc

PostgreSQL

jdbc

Relevant TechnologiesJBOSS EAP

• All the back end enterprise components are

implemented using on-premise Red Hat solutions

• JBoss Enterprise Application Platform (JBoss EAP)

• Open Source

• Fully certified Java EE 6 container

• Based on Group approved standard J2EE

technologies

• Provide out-of-the-box enterprise features for

clustering, caching, messaging, transactions,

and a full web services stack

• Enable scalability and High Availability through

domain clustering and server grouping

JBOSS FUSE

• Open source, lightweight Enterprise Service Bus

(ESB)

• Service-oriented architecture (SOA) infrastructure

• Provide a standardized methodology, server, and

tools to integrate application components

• Include well-known, consolidated technologies like

Apache CXF (open-source, fully featured Web

services framework

JBOSS Data virtualization

• Provide real-time, unified data access across

disparate sources to multiple applications and users

• Access data from multiple heterogeneous data

sources with different access methods and storage

models

• Create reusable, business-friendly data models and

virtual unified views

• Make integrated data available on demand for

consumption by external apps through open

standards interfaces

Project summary

• Business logic assessment• Architecture definition

• Customer data Hub• Portfolio data provider• Basic user interface

• Enhanced SVoC• Enhanced user interface

• Performance tuning• MyAviva framework

integration

Key facts

2 months for development

2 months for functional and non-

functional testing

700 man-days of overall effort

15M policy managed

1,5K test cases performed

Full data migration in less than 8 hours,

daily update in 20 minutes

Project was based on agile methodology with 3 sprints and 2 teams working in parallel on business and infrastructure streams. System

and architecture setup took only two months including security fine tuning.

Main outcomes and evidences after 12 months

Lessons learnt from the project

• Architecture that is extremely modular and relatively simpleto be configured and extended

• Contained hardware requirements

• Very stable architecture from the early phases of the project

• Steep learning curve for developers and systemadministrators

System maintenance

• TCO lower than traditional solutions (50% of previousimplementation)

• No relevant incidents or bugs

• Stable performances

• Easy to manage and configure

• Fast setup for new test environment

Grazie