The main objective is to study and then design around individuals’ attributes, says Perpetua.
“Let’s take an example of a bank employee who sets up microloans,” he says. “At a basic level, this individual is on the road, requires data sent to their mobile device, and will need access to applications and potentially sensitive information. To personalize their experience, we would also look at their sales territory, reimbursement plan, travel hours, their location, and other attributes to tailor their work space more accurately and granularly.”
That microlevel view would also include applying a balanced level of security and access controls based on personas. Rather than placing all bank employees into one compliance bucket, the experience would be personalized to each individual’s requirements and behaviors.
This attribute-based approach is how DEM-based personalization works. It is layered with predictive capabilities and integrates automation, analytics, and cognitive intelligence such as natural-language processing (NLP) and virtual agents. Kyndryl also takes into account nuanced security controls to improve data-loss-prevention (DLP) practices. It addresses common questions, including:
In other words, DEM proactively identifies issues that take up employee time — which typically do not make it into traditional support channels. It starts with the collection and analysis of user behavior data as well as device and application telemetry data. In turn, these insights can be used to make iterative changes to optimize devices and provide a personalized support experience.
For example, a well-designed digital experience can subtly nudge users toward more efficient and secure practices, such as determining if a virtual-desktop-infrastructure (VDI) user is stepping outside of DLP practices by attempting to use a USB flash drive. The work space would suggest an alternative, safer method of data sharing, through allowed channels, to avoid inadvertent leakage.
“DEM brings balance in terms of the employee and customer experiences,” Perpetua says. “Think of it like a fabric that weaves them together to increase satisfaction and engagement. No more foot tapping by clients as mentioned by Dana Isaacs as they wait for bank tellers to find relevant information.”