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The Digital Transformation Catalyst
- 1. Confidential, Dynatrace LLC The Digital Transformation Catalyst Let’s measure CX properly! Ryan Bateman, Dir Marketing & Digital Performance @ryanbateman
- 2. 70% of the 2005 Fortune 1000 companies don't exist anymore Kienbaum 87% companies think that digital transformation is a competitive opportunity Capgemini 70% of companies would "attempt" to go digital but only 30% of those would succeed CISCO Blah blah UBER, Airbnb, Tesla, etc. Everybody with a Twitter handle Nike has many more software developers in Oregon than apparel designers. Nike We see ourselves as a technology company with a banking license Citi You get the point already..
- 3. The New Digital Customer ALWAYS CONNECTED 80% of them check their smartphone within 15 minutes of waking and check them an average of 221 times a day tecmark, Oct 2014 MULTI-DEVICE 95% of digital shoppers who started on a smartphone continued on a PC Forrester, Q4 2014 EMPOWERED 2+ BILLION people have some form of social media account 51% will air their frustration on social media when they have a poor online experience Dynatrace, Nov 2015 DEMANDING 60% rate performance ahead of functionalities Forrester, Nov 2014
- 5. 1. Creating & delivering better customer experiences (CX) 2. Measurement 3. Culture change All this stuff comes later! • IoT/Personalization/Staffing/Cloud/Social/ Programmatic/Mobile/etc Let’s focus Look in the mirror. Unfortunately, we’re not all Uber!
- 6. No pages with performance issues 3 Pages with performance issues All five pages with performance issues 38% 25% 18% FINISH FINISH FINISH CX Delivery Impacts Conversions *Source - How T-Mobile mastered digital performance to boost ROI
- 7. VisitorCount Time to Interact CX Delivery Impacts Conversions – some places more than others! *Source - T-Mobile
- 8. Copyright 2016, Dynatrace LLC Gopal Brugalette, Nordstrom 0.5 secs increase in response time, beyond 2.5 seconds, reduced conversions by 11%. Confidential, Dynatrace LLC
- 9. You’ve heard CX is important already too, but: •IT & Line of Business are divided houses •BOTH sides of the house want to meet these digital & highly connected customer demands but they do it in silos. Voice of Customer Data Behavioral Analysis Social Sentiment Heat-maps Eye-tracking Focus groups Etc… System health MTTR TTFB Load time SDLC Latency Sprint deliverables Releases Etc… BUSINESSSILO ITSILO DELIVERED EXPERIENCE PERCEIVED EXPERIENCE
- 10. Why is your Customer the only one touched by this whole process? Confidential, Dynatrace LLC CX Supporting Systems – Data Collection points IT group ownershipBusiness group ownership Application Code Public and Private Cloud CDNs Web APIs Users and Devices Internet Applications & Code Data Center & NetworksVoice of CustomerWeb Analytics Surveys Social or Support Account Status Shopping cart Journey map BehaviorCRM
- 11. Unite these 3 groups Unifying these groups around creating and delivering better CX creates a clear & measureable common strategy. Real-time information about digital services, and their users, visible and actionable by everyone in an organization accomplishes macro- level business goals and meet individual goals. Gain strategic insights Increase conversions & revenue Improve MTTR & MTBF Optimize spend Deliver on user sat & SLAs Improve release quality Reduce unplanned work Release capabilities faster Keep up with the pace of change Uncover new business insights Identify and prevent problems Protect & grow brand Digital Business Owner Development Operations Unified User & App Insights Increased sales and engagement Operational excellenceInnovation acceleration Unified User & App Insights Unified cust & app insights Confidential, Dynatrace LLC
- 12. Let’s walk through an example
- 13. Start with a simple & common starting point Confidential, Dynatrace LLC
- 14. What CX success really looks like
- 15. Cont. CX success – actually fixing the problem
- 16. See how proper CX measurement and collaboration frees up time to focus on your personal goals now? Gain strategic insights Increase conversions & revenue Improve MTTR & MTBF Optimize spend Deliver on user sat & SLAs Improve release quality Reduce unplanned work Release capabilities faster Keep up with the pace of change Uncover new business insights Identify and prevent problems Protect & grow brand Digital Business Owner Development Operations Unified User & App Insights Increased sales and engagement Operational excellenceInnovation acceleration Unified User & App Insights Unified cust & app insights Confidential, Dynatrace LLC
- 17. Confidential, Dynatrace LLC We call this practice DIGITAL PERFORMANCE MANGEMENT
- 18. The Intersection of Industries CX ITOMAPM CX = Customer Experience DPM = Digital Performance Management APM = Application Performance Management ITOM = IT Operations Management DPM
- 19. • DPM is the connecting concept between gaps in the CX and APM/ITOM industries. • Leading CDOs and CCOs use DPM to focus on the following & separate themselves from competition: • Customer experience above all else. • Investment in continuous innovation. • Fact-based decision making. • Collaboration & accountability as company culture. DPM is a natural formation – filling the gap Forrester DPM report outlines the evolutionary changes coming in APM to DPM
- 20. Benefits that come with DPM maturity Performance Scalability Time to Market Quality of Service Real-time Experience & Behavior CX Analytics Conversion Abandonment SEO DevOps Business
- 21. And eventually – a Digital Experience Center!
- 22. We can now call the customers before they call us. We can say that we understand your frustration and we’re onto it Eli Melo- Natura
- 23. With Dynatrace and the focus on user experience we achieved 2015 Best in Tech, by Restaurant Business Magazine Michael Wojcik - Panera
- 24. Dynatrace enabled us to continuously baseline, measure & improve the customer experience and digital journey. It helped us transform brand image & re-gain customer confidence Nita Awatramani - Verizon
- 25. Some of our customers
- 26. Connect with us! Participate in our Forum :: community.dynatrace.com Like us on Facebook :: facebook.com/dynatrace Follow us on LinkedIn :: linkedin.com/company/dynatrace Follow us on Twitter :: twitter.com/dynatrace Watch our Videos & Demos :: youtube.com/dynatrace Read our Blogs :: dynatrace.com/en/blogs/ Confidential, Dynatrace LLC
- 27. Confidential, Dynatrace LLC Performance management for the digital customer age
Notes de l'éditeur
- You’ve already heard the disrupt or be disrupted story. You’ve heard about the success Uber, Airbnb and others have seen. https://www.capgemini.com/resource-file-access/resource/pdf/the_digital_talent_gap27-09_0.pdf
- Customers are in charge!
- (Transition point) So how do you start? How does this apply to you? What advice can I give you to take specific actions?
- These 3 items are the pillars for which we’ll build our digital transformations. Not more “important” but certainly a key starting point in achieving tangible results.
- Maybe you’ve gone through some customer journey mapping exercises? Or perhaps you’re product and marketing efforts subscribe to the design-first methodology to ensure the CX you’re creating is personal, relevant and timely. Don’t assume the delivery of your digital experiences is flawless! All your hard work in design is lost if it’s not balanced with a high performing application.
- Balance design with performance, the weight of that balance can shift depending on the page. In addition, not every page you create deserves equal treatment. New generation analytics allow you to focus on pages that matter more.
- Business groups focus on design, timing, quality of content and more – all of which to create a personalized and positive experience for the customer, ultimately resulting in a conversion. Their primary means for gathering customer feedback is from them directly! A completely reactive and risky approach all on it’s own. Google Analytics, Tealeaf, Foresee Results, Clicktale, etc are all great tools, but don’t explain WHY a customer interacted a certain way. Conversely, IT groups focus their efforts on systems availability, the number of new releases and cost control. They typically use application performance management and devops toolsets to accomplish this goal and in many best case scenarios can show how those systems affect customers – in pretty technical terms. (This area on the right has traditionally been referred to as the application delivery chain.”) Breaking down this barrier is key to all 3 focus items (better CX, measurement, culture change) and tackling real digital transformation.
- What happens when you know a customer is having a problem? How do you respond in Customer Support or Marketing? Is this triage considered success? How do you involve IT from here to get a fix in place?
- CX brings the context required to make customer affecting decisions that span multiple departments. Let’s walk through some examples.
- Two options here, perhaps you were digging through the Frustrated experiences or you were seeking someone specifically (Klaus in this example) with the intention to right a wrong. Seeking them out, understanding the delivered experience and tying in the relevant account content is crucial to proactive outreach.