EDITOR’S COMMENT
HOW DO
YOU PLAN
TO IMPROVE
CUSTOMER
EXPERIENCE IN
THE NEXT 12
MONTHS?
DAVID NOËL, VICE PRESIDENT MIDDLE EAST, AFRICA AND RUSSIA/
CIS AT APPDYNAMICS
In today’s connected world, our demand
for applications leaves no room for failure,
and these expectations are only set to
increase. According to the AppDynamics’
App Attention Index 2019 – a global survey
of consumers – just over half can only go
without a mobile device for up to four hours
before they find it difficult to manage tasks
in their everyday life.
For consumers across the Middle East,
modern technology has transformed
the way we live, work and play. And
the challenges of home working, home
schooling and social distancing in the last
few months have likely made us even more
reliant on the digital services that are a
deeply fundamental part of everyday life.
We have entered the Era of the Digital
Reflex and brands need to understand how
to manage consumer expectations and
deliver the incredible digital experiences
that many of us take for granted.
Getting to grips with the
‘Digital Reflex’
The use of digital services has evolved
to become an unconscious extension of
human behaviour – a
‘Digital Reflex’. While
consumers used to
make a conscious
and deliberate
decision to use a
digital service to
carry out a task or
activity, they now
happen spontaneously.
Consumers also admit
that digital services are so
intrinsic to their daily lives that they don’t realise how much they
now rely on them.
Businesses need to pay attention as consumers now have a
zero-tolerance policy for anything other than an easy, fast and
exceptional digital experience. The research shows that in the event
of performance issues, consumers will take decisive action such as
turning to the competition (49%) and actively discouraging others
from using a service or brand (63%) without notifying the brand and
giving them a chance to make improvements.
In the Era of the Digital Reflex, consumers will no longer
forgive or forget poor experiences. A great digital performance
is now the baseline for any business, but the real winners will be
those that consistently exceed customer expectations by delivering
a flawless experience.
Simple steps to achieving exceptional digital experiences
Many businesses are already investing heavily in digital innovation
to drive customer loyalty and revenue, but failure to monitor the
performance of those applications and digital services puts brands at
significant risk of unhappy customers or even losing those customers
to a competitor.
However, there are steps that brands can take to address
these challenges and begin to achieve incredible digital customer
experiences. Firstly, manage your application performance by
implementing a robust application performance management
solution. This enables you to monitor digital performance,
safeguarding those mission-critical applications and user experience.
Secondly, align digital performance to your business outcomes.
By analysing your application performance in correlation with
business performance you can ensure that digital services are
always aligned to business objectives, such as customer experience
and revenue.
Finally, consider how you can use insights to take action. For
example using an AIOps approach, turning the monitoring of data
into meaningful insights quickly.
In the Era of the Digital Reflex, a great digital experience should
be considered the bare minimum for any organisation.
16