案例研究：AO.com使用MongoDB构建单个客户视图

This article was originally published on MongoDB. Thank you for supporting the partners who make SitePoint possible.

本文最初在MongoDB上发布。 感谢您支持使SitePoint成为可能的合作伙伴。

Transforms customer experience, fights fraud, and meets the demands of the GDPR with MongoDB Atlas and Apache Kafka running on AWS.

通过在AWS上运行的MongoDB Atlas和Apache Kafka来转变客户体验，打击欺诈并满足GDPR的要求。

In a world where standards and speed in online retail are getting ever higher, one retailer, AO.com has consistently been able to differentiate itself around its core focus: customer experience.

在在线零售的标准和速度越来越高的世界中，一家零售商AO.com始终能够围绕其核心重点：客户体验与众不同。

At the beginning of 2017 it was clear there was a big opportunity to use customer data more effectively, to drive:

在2017年初，很明显有很大的机会更有效地使用客户数据来推动：

1. Continued improvement to the customer experience
   持续改善客户体验
2. Faster identification of fraud
   更快地识别欺诈

3. Compliance with the EU’s new GDPR personal privacy regulations

   符合欧盟新的GDPR个人隐私法规

AO responded by starting a new team, giving them the mandate to build a 360-degree single view platform of all its customer data.

作为回应，AO成立了一个新团队，授权他们为其所有客户数据构建360度单视图平台。

To ensure they could move quickly and keep the team focused on business goals, the team chose to use the MongoDB Atlas database service in the cloud. We spoke with Jon Vines, Software Development Team Lead at AO.com, about the experience of building the single customer view application, his development philosophy, and the impact it’s having at AO.

为了确保他们能够快速行动并保持团队专注于业务目标，团队选择在云中使用MongoDB Atlas数据库服务 。 我们与AO.com软件开发团队负责人Jon Vines进行了交谈，探讨了构建单一客户视图应用程序的经验，他的开发理念以及对AO的影响。

您可以先介绍一下AO.com吗？ (Can you start by telling us about AO.com?)

AO.com is one of the UK’s leading online electrical retailers. At AO, what really drives us and makes us special is how obsessed we are with the customer’s experience. We make sure that our employees are empowered to make the call on what’s best for each and every customer, that means no scripts or rules in the contact centre, we just do what we think is right. Our guide has always been to ask whether our mum would be proud of the decisions we make every day and whether we feel we would have treated our own Nan in the same way.

AO.com是英国领先的在线电器零售商之一。 在AO，真正驱动我们并使我们与众不同的是我们对客户体验的痴迷程度。 我们确保我们的员工有权按最适合每个客户的方式进行呼叫，这意味着联络中心中没有脚本或规则，我们只会做我们认为正确的事情。 我们的导游一直在问我们的妈妈是否会对我们每天所做的决定感到骄傲，以及我们是否会以同样的方式对待自己的男婴。

That philosophy extends right through to the core technology decisions we make. For instance, the third of our three core business model pillars is infrastructure. We know it’s incredibly important to have systems that are scalable and extendable while making sure we get all the benefit of operational gearing and pace from our investments and long-term growth.

这种理念一直延伸到我们做出的核心技术决策。 例如，我们三个核心业务模型Struts中的第三个是基础架构。 我们知道拥有可扩展和可扩展的系统，同时确保我们从投资和长期增长中获得运营调整的全部好处和步伐非常重要。

将高质量的基础架构作为AO战略的关键部分，您的团队试图实现什么？ (With quality infrastructure as such a key part of AO’s strategy, what was your team trying to achieve?)

We were tasked with pulling together the many sources of customer information within AO, to build a single, holistic view of each of our customers. Our data is spread across many different departments, each using their own technology.

我们的任务是在AO内汇总许多客户信息源，以对每个客户建立统一的整体视图。 我们的数据分布在许多不同的部门，每个部门都使用自己的技术。

The ultimate goal is to deliver one source of truth for all customer data – to drive a host of new and enhanced applications and business processes. This enables our staff, with the appropriate permissions, to access all the useful data we have at the company, from one single place, and all from one easy-to-consume operational data layer.

最终目标是为所有客户数据提供一个真相来源-驱动大量新的和增强的应用程序和业务流程。 这样一来，我们的员工就可以在适当的权限下从一个地方访问我们在公司拥有的所有有用数据，并从一个易于使用的运营数据层访问所有数据。

您能告诉我们一些应用将使用单一视图的情况吗？ (Can you tell us a little bit about what apps will consume the single view?)

There are three core apps we are serving today:

我们今天提供三种核心应用程序：

• Call center: For us, it is all about the customer and relentlessly striving to make our customers happy. Evaluating our contact centre systems showed us that we could enhance our customer journey by exposing more data points that were not currently available to our agents. This allows us to provide a better level of customer experience.

  呼叫中心 ：对于我们来说，一切都与客户有关，并不断努力使我们的客户满意。 评估我们的联络中心系统表明，我们可以通过暴露更多当前不适用于代理商的数据点来改善客户旅程。 这使我们能够提供更高水平的客户体验。

• Fraud: Anything in the fraud grey area gets passed to our fraud team for the personal touch. As our company grows, we’re constantly looking for ways to be more efficient and effective. This is where the single view comes in. The high-throughput, low-latency capabilities and the aggregation of multiple disparate data sources makes it the perfect vehicle to provide additional decision support and anomaly detection for our fraud team.

  欺诈 ：欺诈灰色区域中的任何内容都会传递给我们的欺诈团队以获取个人风格。 随着公司的发展，我们一直在寻找提高效率和效力的方法。 这是进入单一视图的地方。高吞吐量，低延迟功能以及多个不同数据源的聚合使其成为为欺诈团队提供额外决策支持和异常检测的理想工具。

• GDPR: We need to be able to tell customers what personal data we store about them. Our marketing teams need to be able to see customer’s preferences in relation to communications with us. The single view makes all of this much easier.

  GDPR ：我们需要能够告诉客户我们存储有关他们的哪些个人数据。 我们的营销团队需要能够看到客户在与我们沟通方面的偏好。 单一视图使所有这些变得更加容易。

This is just the start. There are many more projects that are under development.

这只是开始。 还有更多的项目正在开发中。

那么，您是如何开始单视图项目的呢？ (So how did you get started with the single view project?)

The team was formed in May 2017, and our first task was to identify source data and define the domain we were operating in. We have a lot of historical data assets that need to be blended with real-time data. This meant working with multiple instances of Microsoft SQL Server, and various data repositories and message queues hosted on Amazon Web Services (AWS), including SQS. We had to figure out a way to extract that data cleanly, without impacting source systems.

该团队成立于2017年5月，我们的首要任务是识别源数据并定义我们在其中运行的域。我们有很多历史数据资产需要与实时数据混合。 这意味着需要使用Microsoft SQL Server的多个实例以及Amazon Web Services(AWS)上托管的各种数据存储库和消息队列，包括SQS。 我们必须找出一种在不影响源系统的情况下干净地提取数据的方法。

We spent several months cataloging our data assets, before turning to prototyping and technology selection. We started development in October 2017 and went into production just three months later in January 2018. The key to this development velocity was the underlying technology we selected to power the single view platform.

在进行原型设计和技术选择之前，我们花了几个月的时间对数据资产进行分类。 我们于2017年10月开始开发，仅三个月后于2018年1月投入生产。这一发展速度的关键是我们选择的为单视图平台提供动力的基础技术。

您正在使用什么来从源系统移动数据？ (What are you using to move data from your source systems?)

As a business we were already running in AWS, so we first looked at Kinesis, but decided on using Apache Kafka and Confluent Open Source. We can use Kafka’s Connect API to extract data via the Change Data Capture streams on existing data sources, with Kafka streaming and transforming the source data into our single view data model. This allows us to extract data without creating dependencies on other teams who we would otherwise have to rely upon to publish this data, or give us access to their source systems.

作为一项业务，我们已经在AWS中运行，因此我们首先研究了Kinesis，但决定使用Apache Kafka和Confluent Open Source。 我们可以使用Kafka的Connect API通过现有数据源上的Change Data Capture流提取数据，并进行Kafka流传输并将源数据转换为我们的单视图数据模型。 这使我们能够提取数据，而不必依赖于其他团队，否则我们将不得不依靠这些团队来发布此数据，或者使我们能够访问他们的源系统。

Once the data is in Kafka, it opens up a multitude of potential downstream applications. The single customer view is just the first of these. We can also use the oplog in MongoDB to extract data into Kafka, which allows us to decouple our microservices architecture in a very natural way.

数据存储在Kafka中后，它将打开大量潜在的下游应用程序。 单一客户视图只是其中的第一个。 我们还可以使用MongoDB中的oplog将数据提取到Kafka中，这使我们能够以非常自然的方式解耦微服务架构。

数据库层如何？ (How about the database layer?)

It was clear that legacy relational databases would never give the schema flexibility we needed, so we explored more modern database options.

显然，传统的关系数据库永远不会提供我们所需的架构灵活性，因此我们探索了更多现代的数据库选项。

We explored a number of different non-tabular databases before choosing MongoDB. It soon became clear that MongoDB’s document model was the best choice for us. It supports rich customer objects that we can further enrich at any stage without expensive schema migrations. And strongly typed temporal data formats are valuable for our app. In terms of overall functionality, for our use case, MongoDB was the clear choice to help us achieve our goals.

在选择MongoDB之前，我们探索了许多不同的非表格数据库。 很快就知道，MongoDB的文档模型是我们的最佳选择。 它支持丰富的客户对象，我们可以在任何阶段进一步丰富它们，而无需进行昂贵的架构迁移。 而且强类型的时态数据格式对于我们的应用程序很有价值。 在整体功能方面，就我们的用例而言，MongoDB是帮助我们实现目标的明确选择。

We also found MongoDB’s 10-step methodology guide to building a single view – it was clear many customers had done this before with MongoDB – and they offered a unique blend of expertise, processes, and technology to help us deliver.

我们还发现MongoDB的建立单一视图的10步方法指南 -很明显，许多客户以前曾使用MongoDB做到这一点-他们提供了独特的专业知识，流程和技术的融合来帮助我们交付。

Taking all of this onboard, it took less than a day to move our data and code from an early prototype system to MongoDB, and from there, we didn’t look back.

将所有这些东西都带上去，花了不到一天的时间就将我们的数据和代码从早期的原型系统移到了MongoDB，从那里，我们没有回头。

您能否告诉我们您为什么决定在MongoDB Atlas上运行？ (Can you tell us why you decided to run on MongoDB Atlas?)

We are a small DevOps team with three developers and a business analyst. We own the single view platform end to end, from prototyping and development through to deployment, security, and ongoing operations. We need to focus on meeting the needs of the business, not on managing the database, and Atlas gives us that. All of the operational best practices are baked in. We don’t have to worry about database operations, monitoring or backups. Atlas automates all of those services, which fits perfectly with our developer-first ethos at AO.com.

我们是一个由三个开发人员和一个业务分析师组成的小型DevOps团队。 我们拥有端到端的单一视图平台，从原型设计和开发到部署，安全性和持续运营。 我们需要专注于满足业务需求，而不是管理数据库，而Atlas做到了这一点。 引入了所有操作最佳实践。我们不必担心数据库操作，监视或备份。 Atlas将所有这些服务自动化，这完全符合我们在AO.com上的开发人员优先理念。

MongoDB Atlas对您的表现如何？ (How is MongoDB Atlas performing for you?)

Atlas has been rock solid since launch. We are running a replica set in AWS Ireland, with the ability to scale up and out on-demand, with no application downtime. This is especially valuable as we are currently managing millions of orders and customer objects in the single view platform, and are now planning to add clickstream data, which will significantly grow the data under management.

自推出以来，Atlas一直坚如磐石。 我们正在AWS Ireland中运行一个副本集，该副本集能够按需扩展和扩展，而没有应用程序停机。 这一点特别有价值，因为我们目前正在单一视图平台上管理数百万个订单和客户对象，并且现在正计划添加点击流数据，这将大大增加所管理的数据。

We can serve complex queries in around 10ms and writes at 5ms. The Atlas alerting is great – we get instant notifications if anything needs attention, and we can add our own custom alerts as needed. The Performance Advisor has been hugely valuable to the team – any unindexed queries are captured and alerted to us, so we can add a new index in minutes if we need to. Collectively, these features mean we can react in real time to anything that happens in our production environment.

我们可以在10毫秒左右的时间内处理复杂的查询，并在5毫秒内完成写入。 Atlas警报非常棒–如果有任何需要注意的地方，我们会立即收到通知，并且我们可以根据需要添加自己的自定义警报。 Performance Advisor对团队而言非常宝贵-捕获任何未索引的查询并向我们发出警报，因此我们可以在几分钟内添加新索引(如果需要)。 总而言之，这些功能意味着我们可以对生产环境中发生的任何事情做出实时React。

We are also planning to start using the MongoDB Connector for BI to visualize metrics from all customer data that is onboarded to the single view.

我们还计划开始使用BI的MongoDB连接器，以可视化来自内置到单个视图的所有客户数据的指标。

您能否在AO.com上进一步了解我们的开发理念？ (Can you tell us more about the development philosophy at AO.com?)

Really it’s all around the theme of getting products delivered for the business. Our philosophy subscribes to ‘The Three Ways’:

确实，这是围绕为企业交付产品的主题。 我们的理念是“三种方式” ：

1. Flow from left to right – we are focused on getting ideas into production as quickly as possible. We are reducing dependencies between teams, investing in continuous integration and delivery tools, and making smart technology choices to improve developer productivity. Our goal is to go from code commit to production in less than 30 minutes.
   从左到右的流程–我们致力于尽快将创意投入生产。 我们正在减少团队之间的依赖性，投资于持续集成和交付工具，并做出明智的技术选择以提高开发人员的生产力。 我们的目标是在30分钟内从代码提交到生产。
2. Amplifying feedback loops – building processes so we can continually work with the business to identify what’s working and what’s not.
   扩大反馈循环–建立流程，以便我们可以与业务部门持续合作，确定有效的方法和无效的方法。
3. Continuous improvement – validating hypotheses early, using feedback loops and making changes. We are moving towards chaos engineering. MongoDB Atlas has been a great asset on that as it allows us to trigger failover experiments and other conditions to improve code and platform resilience.
   持续改进–使用反馈循环并进行更改，尽早验证假设。 我们正在走向混乱的工程。 MongoDB Atlas在这方面是一个巨大的财富，因为它使我们能够触发故障转移实验和其他条件，以提高代码和平台的弹性。

If that sounds like the sort of development team you want to work with, then we are hiring!

如果这听起来像您想要与之合作的开发团队， 那么我们正在招聘 ！

最后，您如何衡量单视图平台对业务的影响？ (Finally, how are you measuring the impact of the single view platform on the business?)

It’s still the early stages and we see this having a number of major benefits to the business. In the short term we’re focusing on a couple of very concrete metrics:

目前仍处于初期阶段，我们认为这对业务有许多主要好处。 在短期内，我们专注于几个非常具体的指标：

• Call centre experience – we are able to reduce the number of times a customer needs to call as our agents can access all of the data they need immediately. We’re also working to help reduce the average call handling time by up to 40%.

  呼叫中心的经验 –我们的代理可以立即访问他们需要的所有数据，因此我们能够减少客户拨打电话的次数。 我们还致力于将平均呼叫处理时间减少多达40％。

• Fraud – we’re helping to improve fraud detection lead time and be proactive in monitoring potential fraud trends. We’re also lowering the rejection rate and reducing the number of false positives. All of which frees up resource and, crucially, improves customer experience.

  欺诈 –我们正在帮助缩短欺诈检测的准备时间，并主动监视潜在的欺诈趋势。 我们还降低了拒绝率，减少了误报的数量。 所有这些都释放了资源，并且至关重要的是改善了客户体验。

• GDPR compliance – obviously there are many teams involved in making sure we were ready for this, but ensuring we have a platform in place that can easily answer the questions from the legal department has been crucial.

  遵守GDPR –显然有很多团队参与其中，以确保我们为此做好了准备，但是确保我们拥有一个可以轻松回答法务部门问题的平台至关重要。

Of course, this is all just the beginning. Next, we’ll be looking at data analysis, exposing the single view data as a service to more applications, and automating more business processes.

当然，这仅仅是开始。 接下来，我们将研究数据分析，将单视图数据作为服务公开给更多应用程序，并自动执行更多业务流程。

乔恩，感谢您与MongoDB社区分享您的故事 (Jon, thanks for sharing your story with the MongoDB community)

And if you want to find out more and see Jon present at MongoDB Europe, then reserve your tickets here. Use the code AO20 to get 20% off

如果您想了解更多信息，并在欧洲MongoDB上看到乔恩的存在，请在此处预订您的门票 。 使用代码AO20可获得20％的折扣

To get started with your own single view project, download our 10-Step Methodology Guide.

要开始您自己的单视图项目，请下载我们的“ 十步方法指南” 。

翻译自: https://www.sitepoint.com/case-study-ao-com-builds-single-customer-view-with-mongodb/