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Analyze the customer digital journey in real–time

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When it comes to designing, building, and operating apps, ecommerce sites, and other end-user digital services, it's critical to align all business and product teams toward continuously improving customer experience. However, there are two main challenges to doing that today. The important one is cultural, and the second one has to do with technical complexity. A key component to overcoming both challenges and achieving alignment is having a a digital experience monitoring platform that works for all, and for each.

Estimated reading time: 4 minutes

Before I start my presentation I’ll do a very quick intro of we are. Performance is a next generation IT integrator. What we do? We basically love solving engineering and data science problems. We offer solutions and services in the domains of cloud computing, business process automation, cybersecurity and analytics 

 I want to stress that although digital experience monitoring seems like an advanced tool for IT engineers, it is also incredibly useful for business stakeholders, products owners and managers, designers and other non-technical professionals who contribute to the success of an application or digital service

When it comes to designing, building, and operating – applications, ecommerce sites, and other end-user digital services, 

it’s critical to align all business and product teams for continuously improving customer experience. 

However, there are two main challenges doing that today. The important one is cultural, and is all about breaking silos by getting teams and functions to communicate and collaborate better on customer facing applications and digital services.

The second challenge, is a more recent one, and has to do with the enormous complexity of modern cloud and mobile applications. This complexity makes collaboration even more challenging.

  • A key component to overcoming both challenges and achieving alignment is having a digital experience monitoring platform that works for the whole application production chain, and for each unit specifically. So, Imagine a common dashboard that allows cross-functional teams to view and discuss matters of application customer experience, at a high level.
  • I’ll start by describing a few fundamental characteristics and benefits that such a digital experience dashboard should offer, and will then very briefly highlight a few advanced options that the Dynatrace platform offers.
  • First of all, we need to be able to have an end-to-end overview of our applications; ranging from the development and testing phase all the way to operations and support. 

At this -overview- level we want all teams and members participating in the application design, development, and deployment, to have a shared understanding, and a common set of metrics, upon which they can communicate and work together.

  • We also want to have a set of supplementary dashboards, tailored to the specific needs of each team, department or function that has a say in a given application or digital service.

This means, in simple terms, that we should have dashboards that are useful to business users, product managers, designers, developers and more.

When I say that the dashboards need to be useful, I mean that they need to contain actionable information, provide insight that speeds up work to be done, and offer the ability to drill-down into detailed views when that’s necessary.

In the next slides I am going to share some actual dashboards of the Dynatrace Digital Experience Monitoring system so you can see how they actually look like although it is surprisingly customizable

If we expect teams to adopt a digital experience monitoring system it has to go beyond graphs and statistics, and help us -for example- 

  1. design better user journeys,
  2. react quickly to spikes in demand, 
  3. optimize code, 
  4. solve customer issues quickly, 

…and more.

Finally, no matter how efficient we become, we will constantly need to do more with less. Our Digital Experience Monitoring needs to be a first-class automation citizen, and it should be able to leverage the relevant features that modern cloud infrastructures offer.

“So”, you may ask, “what is keeping us from having this end-to-end dashboard that allows us to monitor business, production, deployment and operational matters?

The answer lies in the immense and constantly growing complexity of modern cloud and mobile applications, as well as in the difficulty of capturing, collecting, and analyzing original data from all components that make up our applications and the infrastructure that they run on.

As you may have figured by now, in order for us to have truly effective digital experience monitoring, we need a comprehensive platform that will capture, collect, analyze, prioritize, and will -in a sense- display this huge volume of data on easy to use dashboards. Such platforms are known as “application performance monitoring”

Dynatrace, which has been a Gartner Magic Quadrant Leader in Application Performance Monitoring for the last 4 years, provides such a platform, that meets and exceeds the features I mentioned, and continues to innovate with advanced features such as:

  • Synthetic monitoring, which allows us to catch possible performance and functional problems before they get into the hands of customers
  • Real user monitoring, which offers full visibility of customer experience across every digital transaction, and can help us -for example- design better user journeys.
  • Session replay, which allows us to see the complete digital experience for every user in a movie-like interface, and therefore better understand what went wrong if a customer requests support.

At Performance we have implemented Dynatrace Application Performance Monitoring -and Digital Experience Monitoring solutions in banks, telcos, large retailers, and in other organizations, and we would love to discuss your specific requirements to see what suits your Digital Experience Monitoring needs best.

I’d like to thank you for your attention, and before closing I want to repeat that if you want to align your teams toward improving customer experience, a digital experience monitoring platform is often of vital importance. 

Thank you for your attention