Chapter 10 transforming LegaCy Banking appLiCations to Banking experienCe pLatforms monitoring). Gamification is used for increasing the effectiveness of the campaigns. Social media marketing and social listening are other emerging areas in this category. Back Office Services As part of back office services we have data management services that centrally manage customer data, campaign data, and product data in a system of record. With the emergence of big data technologies, organizations need to handle big data to gain insights into customer behavior. Content services are a quintessential part of experience platforms. This module includes content lifecycle management (content creation, content update, content deletion, content tagging) through business-friendly interfaces. Content workflow management, taxonomy, metadata management, and content version are other capabilities in this category. Horizontal Services There are other horizontal services that are included as part of DXPs: security services, infrastructure, and maintenance services. Security and identity services provide security capabilities such as authentication, authorization, SSO, permission model/entitlements, biometric authentication, user provisioning, certificate management, credential store, and such. Security services ensure that the experience platform is securely accessed by appropriately individuals. Delivery support involves methods for optimal program management of a digital solution. Modern digital solutions use agile methods to quickly deliver the capabilities to the market. Automation and continuous integration tools are used in release management for agile delivery. Infrastructure and maintenance services are used in deployment and maintenance of the digital solution. Various capabilities in this module are cloud deployment support, clustering, high-availability support, scalability support, SLA management methods, monitoring infrastructure, and such. Reference Functional View of Digital Bank A reference functional architecture of a digital bank is depicted in Figure 10-4. We can use the technical components depicted in Figure 10-3 to realize the functionality. 273