Dynatrace-Constellation CX -DX webinar 09-28-16

© 2016 Dynatrace, LLC
What the smartest brands know about CX ...
and what they still aren't doing about it
Part 1 of 2
September 28, 2016

Steve Trimbo
Global Omni-Channel
Practice Manager,
Dynatrace
Dr. Natalie Petouhoff is a keynote speaker and researcher in all
customer-facing applications, including Social, Mobile, Digital,
Listening and Monitoring, Marketing, Commerce, Customer
Experience of IoT, Customer Care, Customer Service, and Contact
Centers. Clients look for her guidance and perspective, which is
always refreshing, paradigm-shifting and innovative.
Petouhoff was voted one of the top 100 Most Influential Women in
the World, as one of the top 50 CRM and Customer Experience
Professionals and in the Top 20 for Social and Digital Media Experts.
She is often quoted in USA Today, Adage, BusinessWeek, Fast
Company and The New York Times.
Steve Trimbo has been with Dynatrace for 5 years focused on
driving success in our most complex and challenging
customer programs. His background is in IT Ops, Service
Management, Program Management and Software
Development with fourteen years in retail organizations.
Prior to joining Dynatrace Steve was a Lead Architect at
Target and prior to that worked with ATG (now part of Oracle)
and Best Buy.
Dr. Natalie L. Petouhoff
Vice President and
Principal Analyst,
Constellation Research
Part 1: The Business Imperative:
Defining Customer Experience Via
Digital Experience Metrics
Part 2: How you can deliver
measurably high-quality digital
experiences

© 2010 - 2016 Constellation Research, Inc. All rights reserved.
The Business Imperative:
Defining Customer Experience Via
Digital Experience Metrics
The Gap Between CX and Customer Digital Experience is
Digital Performance Management
September 28, 2016
Next Generation Customer Experience
@drnatalie @dynatrace @constellationr #CX #DPM #DX

Title

Customers talking to each other
and make buying decisions based
on friends, family and especially
recommendations of strangers
And word-of-mouth in digital tends
to be very direct & authentic
So the digital customer experience
really, really matters as a
competitive differentiator

BrandsNOWmustbecome
PublicSocial
EXPERIENCES
Customer’s Digital Experience Determines
Loyalty to a Company- That’s a Bottom-line Issue

Customer Experience is NOW a CEO-Level conversation
CX is critical to business results, and consequently
A top strategic priority across many industries
@drnatalie @dynatrace @constellationr #CX #DPM XDX
92% of executives surveyed said the customer
experience strategy is one of their top three priorities
65% of respondents expect to improve profitability by
improving the overall lifetime value of customers

CX investments are
significant, but
returns are often
lacking. Business is
leaving money on
the table… Why?
87% of customers agree
customer experience needs
to be better

“If its slow, it’s a no go”

Website customers are not happy
• 71% of people surveyed feel regularly inconvenienced by slow websites
• Over 30% report that their performance-related stress or anger has increased, not
decreased, over the years.
• 50% believe websites have either not improved in speed or have become slower
over the past several years
• 78% felt some kind of negative emotion due to slow or unreliable websites
• 44% of users say that slow online transactions make them unsure about the
success of the transaction

Mobile customers are not happy
Can you afford to make so many of your customers unhappy?
39% of mobile users are unhappy
57% had performance issues
46% won’t return
Throw their phone 4%
Behave more or less normally 62%
Scream at their phone 11%
Curse at their phone 23%

Two Camps
Each doing what they think is best
based on how they are measured
IT or DPM or DX CX

“We never talk…”
• CX managers consider
DX to be the exclusive
domain of IT
• IT managers set
objectives without
business insights
Let me check my
CSAT scores,
conversions rates,
Net Promoter
Score…
SLA compliance looks
good for page load
times, errors per
task, time to first
click…

Finding the “sweet spot” requires
collaboration
• The business owns this axis, e.g.
• Sign-up for a webinar, newsletter
• Fill-in a form
• Finish purchase
• IT owns DX, but needs to provide
relevant insights to the business
• CX managers need to participate in DX
• Defining operational objectives – where is the knee
in the curve?
• Considering DX impacts of business initiatives –
making conscious tradeoffs
Response time
Conversions
IT owns this axis

You don’t know what
you don’t know…
DX is the New CX
DPM is the way to DX
Excellence
@drnatalie @dynatrace @constellationr #CX #DX #DPM

16
Organizations need to rethink their approach…
You have to manage DX to manage CX
IT’STIME
TORETHINK
EVERYTHING

Questions?
Dr. Natalie L. Petouhoff
Vice President and
Principal Analyst,
Constellation Research
Connect with Dr. Natalie Petouhoff:
Email: Natalie@ConstellationR.com
Twitter: @drnatalie

©2016 Dynatrace, LLC
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What the smartest brands know about CX ...
and what they still aren't doing about it
Part 2 of 2
September 28, 2016

How you can deliver
measurably high-quality
digital experiences

What is digital experience (DX)?
“The degree to which interaction
with your web site(s) and mobile
app’s is fast and error-free.”

What is digital experience (DX) management?
 Policy – How fast is fast enough?
 Tools and data – What digital experience are we delivering?
How does it relate to business results?
 Process – Are we delivering actionable information to
stakeholders? Are we planning for impactful changes? Are we
communicating and continuously improving?
 People – Who defines policies, measures effectiveness, acts
on information? What skills are needed? How many staff do we
need, and how are they organized?
What is your level of DX management maturity?
Who owns it?

Assess DX Management Maturity across 5 dimensions
Digital Business
Performance Reporting & Collaboration
Digital Business
Performance Measurement
The ability to measure
technology behavior
and performance,
together with
user behavior and
business
performance.
Digital Business
Problem Resolution
Identification of both
potential and actual
user struggles,
correlation to business
impact, problem
isolation, root cause
determination, and
specificity to drive
fixes.
Digital Business
Performance Improvement
Performance
intelligence that
identifies
opportunities to
improve end user
experience and
digital business
outcomes.
Digital Business
Problem Prevention & Readiness
Continuous
performance
measurement through
the digital asset
lifecycle, realistic
simulation of usage,
and digital asset
governance based on
performance.
Analytics supporting
business IT and
business decision-
making,
development-friendly
insight exchange,
common metrics and
language.

L E V E L 1
REAC T IV E
L E V E L 2
AWA RE
L E V E L 3
E FFEC T IV E
L E V E L 4
O P T IMIZ E D
L E V E L 5
P E RVA SIV E
At Risk Marginal Good
Best
Practice
“Next”
Practice
Five Levels of DPM Maturity

Current state of DX maturity vs. desired state
0
0.5
1
1.5
2
2.5
3
3.5
Performance
Measurement
Problem
Resolution
Performance
Improvement
Production
Readiness
Performance
Reporting
1.7 1.8
1.6 1.5
1.7
3.3
3.1 3.1 3 3.1
Current State Desired State
1 = Reactive
4 = Optimized

 The approach to customer experience was to wait until a customer called the
customer care line to report an issue
 Monitoring approach was IT focused, no connection to business goals
 Assessment clearly identified gaps of where the company was at and where it
wanted to be
 For launch of new platform focused on:
 Digital Management Performance Measurement
 Digital Business Problem Resolution
 Digital Business Performance Reporting and Collaboration
 Very successful re-launch with well understood DX and CX
 Always seen high in DX Industry benchmarking
One journey – ecommerce platform re-launch

What we have observed: the good and the not-so-good

Collaboration delivered

Better CX demands better DX management
 Measure delivered DX, including benchmarking
 Measure your processes – should you expect to provide good DX based on how
you are managing it?
 Include all the stakeholders in the process

Questions?
Steve Trimbo
Global Omni-Channel
Practice Manager,
Dynatrace
Connect with Steve Trimbo:
Email: steve.trimbo@dynatrace.com
Twitter: @stevetrimbo

Dynatrace-Constellation CX -DX webinar 09-28-16

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