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Customer 360 Reference Architecture for Insurance

This architecture illustrates how insurers can unify customer data from multiple touchpoints to create a holistic view of policyholders, enabling hyper-personalized engagement, churn prediction, fraud detection and improved underwriting.

Reference architecture with Databricks product elements overlaid on industry data sources and sinks.

Data flows

The following are descriptions of the data flows shown in the Customer 360 Reference Architecture diagram:

  1. a) Capture structured customer data from Salesforce using Lakeflow Connect with native change data capture (CDC) for real-time updates and historical tracking. 

    b) Ingest enhanced external data sources such as Dun & Bradstreet (D&B) from Databricks Marketplace to enrich claim profiles with firmographic, financial or risk-related context.
  2. Use Databricks Auto Loader to ingest data into Delta Lake, organizing it through the medallion architecture (Bronze for raw CDC data, Silver for cleaned records, Gold for unified customer views).
  3. Build Lakeflow Declarative Pipelines to transform data across layers with entity resolution, de-duplication, schema enforcement and business rule application to create accurate customer profiles. Integrate with master data management (MDM) tools, such as Reltio, to master workflows.
  4. Leverage Databricks SQL to query curated customer data, enabling KPI dashboards, segmentation analysis and persona-based insights for marketing, sales and service teams.
  5. Train and deploy classification and predictive machine learning (ML) models (e.g., churn risk, upsell potential) using MLflow, integrating outputs into Gold tables for real-time decision-making.
  6. Develop dashboards and natural language query interfaces for business users using Databricks Apps to enable interactive, secure and personalized access to customer 360 insights.

Benefits

Benefits of using the Databricks Platform for the customer 360 (C360) reference architecture include the following:

  • Establish best-practices architecture for C360 use cases
  • Learn about AI solutions on C360 data and how they differentiate Databricks as the industry leader

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