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Effectively Monitoring the
Customer Experience
in an increasingly diverse world
Rafi Katanasho
Director, Asia Pacific

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The Digital Opportunity
Q: How do organizations compete in this Digital World?
A: By Delighting & Exciting

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Different Levels of Digital Maturity

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From – Predictions …

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2005
2013

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To – Amazing Facts…

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From - Mobile Strategy
• Denial – Don’t do anything
– “Mobile Phone Users? Do we have any?”
– “Just have them go to our regular website”
• (Reluctant) Acceptance – Create a minimal mobile website
– “Let’s create a simple version of our website that works across all devices”
– Lowest common denominator approach
• Panic – Get an app store presence as quickly as possible
– “We have to have a native app. Everyone else is doing it”
– Create a thin native wrapper around the browser object. Low effort. Questionable value.
• Contemplation – Fix the native app
– “Wow! These phones can do that?”
– Iteratively replace browser object with native calls, add device-specific capabilities
• Maturity – Optimize the mobile website
– “Wow! I can do that in a browser? Really?”
– Use the mobile-specific browser capabilities to enhance mobile website
Limitation
Opportunity

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To – Integrated Strategy

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Reality Check – Increasing Diversity & Complexity
Java .NET PHP C++ Oracle SAP CICS Big Data
Increasing Complexity: At the Edge. In the Cloud. In the Data Center3rd Part Services
Diverse Browsers &
Devices
C/C++
Diverse Platform & Architectures
Increasingly Diverse Mobile BrowsersIncreasingly Diverse Mobile Platforms

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Business Expectations Are High
“We want a tablet app that engages customers, and gets five
stars on the App Store, and it’s in your hands how we get there.”
Tracey Weber, managing director, Internet & mobile banking, Citibank
“I don’t even bother downloading
apps with less than 4 stars. ”
Bill S., iPhone and iPad user

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End-Users’ Mobile Experience Expectations Are Often Not Met
• 75% of mobile users had a problem in the past year accessing Australian Financial sites
• The biggest problem being speed
• 46% unlikely to return &
• 57% unlikely to recommend the site or app
Social media &
customer ratings
allow users to record
their frustration in
real-time, negatively
impacting revenue
and brand equity
Compuware APAC survey, 2012

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Users’ Expectations Are High – No Matter What
Device/Browser
89%
59%
83%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Tablet Smartphone PC
Source: Compuware APM
Percentage Of End-Users Which Expect A Website To Load In 3
Seconds Or Less
Survey date = 2012 Survey date = 2011 Survey date = 2009

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User Behavior Match Their Expectations
0
5
10
15
20
25
30
0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15
AbandonmentRate(%)
Page Load Time (sec.)
Abandonment Rate
- All Browsers
Abandonment Rate
- iPhone Safari
Source: Compuware User Experience Management
Abandonment Rate Across 200+ Web Sites / 177+ Million Page
Slower pages = higher abandonment
• Reduces revenue
• Increases costs
• Damages brand

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The Approaches
1
Direct Feedback
(Survey, Complaint)
Indirect Feedback
(Social, User group)
Inferred Feedback
(Monitoring, behaviour)
Trigger up-sell offer
Marketing campaign
Trigger churn prevention action
Survey
Audio recording Social Media
Email
End User Monitoring
Conversion rates

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Top 5 Tips
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1. Analyze Performance to User Behaviour
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Where do my users come from?
Tip #1: Analyze Performance to User Behaviour
Everything being equal
SPEED is the #1 customer
experience factor

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Where does my
performance team
need to focus on?
Are customers
leaving right after
the landing page?
Landing pages with
errors are NO-GO.
Optimize Landing Pages
Don’t let SEM/SEO Spend
Go to Waste!
Tip #1: Analyze Performance to User Behaviour

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On which pages
are leaving my
customers?
How many are
leaving because of
an error? Has the exit page a
slow load time for
the customers?
Monitor Exit Pages
Don’t lose customers at the
conversion point!
Tip #1: Analyze Performance to User Behaviour

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Get insight into key user
demographics
Tip #1: Analyze Performance to User Behaviour

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2. Speed Up User Resolution
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Tip #2: Speed User Complaint Resolution
search specific
users
See the click-path
actions for native
mobile apps
Every USER Counts
Every user can be highly
influential!

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3. Report on Business Data
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Mapping visits
to revenue
Tip #3: Report on Business Data
Key Business Metrics
including Conversions and
Revenue by Transaction

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Tip #3: Report on Business Data

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4. Manage Third-Party Services
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Tip #4: Manage Third-Party Services
Impact of Third
Parties and CDNs
on Response Time
on the Edge
Which Third Party
or CDN consumes
most time on the
edge?
Which Third Party or
CDN is a Hotspot
and becoming a
bottleneck?
Auto-discover all third-
party services
CDN, ad networks, social
media and more…
Is the added response time
worth the business
benefit?

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5. Unify Customer Experience
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Tip #5: Unify Customer Experience
Real time
overview
Overview metrics
for all customer
channels
Performance or
usage charts –
pages and visits
Manage Web, Mobile Web
and Native Apps in One

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Top 5 Tips
Analyze Performance to User Behavior
Speed User Complaint Resolution
Report on Business Data
Manage Third-Party Services
Manage Web, Mobile Web and Native Apps in One

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Get started in minutes – get visibility into usage, performance and availability
Free Native App Monitoring

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© 2011 Compuware Corporation — All Rights Reserved© 2011 Compuware Corporation — All Rights Reserved
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