Unleashing the Power of Customer Insights

Data Holograms

A unique solution to ensure meaningful data is closer to the channels to improve its performance, guaranteeing some operations go through even when there’s some system unavailability.

Technology has become ubiquitous in every business model. A driver for change and growth, impacting everyone from more traditional to cutting edge industries.

The digitalisation of the ways in which organisations engage with customers, develop new products or run operations has significantly accelerated how technology is embedded in their operating models. This changed and created new opportunities and ways of reaching customers and masses, expand geographically, conquer business adjacencies or even compete in new industries.

In a digital transformation journey, companies need to pay close attention to how they are engaging with customers and, before reaching a full digitalisation architecture, how to provide them with excellent service and ensure their expectations and needs are catered to.

In this domain, digital-native organisations tend to be more agile and quick to react. Their entire business model is digital-proof and aligned with the market’s and customers’ expectations. On the opposite side of the spectrum, there are established organisations hampered by their long-standing infrastructure that limits their development, performance, and agility to compete. These organisations are confronted with sizing and scalability constraints in peak moments as well as information adequacy problems.

To tackle this, organisations need to make information readily available in a way that fits the needs of each journey and channel, while also dealing with their product or service demand without suffering nor introducing delays in the customer journeys.

In this context, there’s a piece that is central in the enablement of the fit-for-purpose data in the digital channels - Celfocus has named it Data Hologram.

The Data Hologram

Data Hologram is a way to instantiate an approach aimed at enabling a more effective data share by linking Systems of Record with data consumers while determining the data that needs to be mediated.


This approach doesn’t identify nor create data that is not in the Systems of Record. It works as a tile that supports operations run time and day-to-day processes by providing fit-for-purpose data that is quickly made available to the digital channels.

The interaction with the Data Hologram is made through a Service Exposure layer using services that allow the organisations to control what is exposed.

This approach helps organisations have a more aggregated and quicker view of information, especially when they have great historical data and various sources of records. It allows data to be modelled and correlated, reducing the ambiguity of “what a customer is”. Additionally, it augments capabilities while reducing impacts on SoR and reducing downtime impact on customer experience with near to real-time access to critical data supporting the journey.



  • System Decoupling;
  • Resource Rationalisation;
  • Performance improvement;

Case Study

Celfocus Data Hologram centralises the data request providing the majority of data that the channel requires.

Customer Journey: Changing the current service on homebanking

Imagine Romeo, a customer that wants to make a change to his service. Romeo logs in to Smile Telecom’s self-care online portal. The data presented to Romeo is the Data fetched from Celfocus Data Hologram.

After entering the portal, Romeo submits an order request to change his current TV service. The order is submitted and the changes to the data are performed directly in the SoR via integration or order management.

Romeo receives a notification that his request has been submitted. In the background, Data Synchronisation between the SoR and Celfocus Data Hologram is performed, leading to minimal impacts on SoR and a near to realtime display of the new information to Romeo.