Why Digital and Application Performance is Critical to Customer Experience
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Presented by Dave Anderson - VP Marketing @ Dynatrace. Digital Enterprise Summit - Madrid #DES2016
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Why Digital and Application Performance is Critical to Customer Experience
- 1. Confidential, Dynatrace LLC Deliver great experiences in a complex digital world #DES2016 Dave Anderson – VP Marketing EMEA and APAC @daveando | @dynatrace
- 2. Digital mastery is wizardry Confidential, Dynatrace LLC Cool… Crap… mmm…um ….eh….. 24,000 Different Android Versions up 28% 3rd party components on websites up 22% Amazon releases new software every 11.1 secs 1.6 million transactions a day 200,000 lines of code 7000 servers 0.5 sec increase in response time costs 11% in revenue
- 3. Fact #1 Customer Experience will be the single biggest differentiator and priority by which all companies compete. Forrester, Adobe, Gartner, nearly every company and a billion end users Confidential, Dynatrace LLC @dynatrace
- 5. Speak to the hand 100B App Downloads - Apple iTunes Mobile users 4x more engaged than desktop Singles Day China: 70% of traffic Mobile Walmart: 70% traffic mobile (Cyber Monday ‘14)
- 8. 70% of the 2005 Fortune 1000 companies don't exist anymore Kienbaum 87% companies think that digital transformation is a competitive opportunity Capgemini Digital Disruption. It’s happening 70% of companies would "attempt" to go digital but only 30% of those would succeed CISCO
- 12. Nike has many more software developers than apparel designers.
- 13. We see ourselves as a technology company with a banking license Michael Corbat PDG de Citi
- 14. Fact #2 Users are demanding and hard to please Confidential, Dynatrace LLC
- 15. “I’m not a transaction” Dynatrace and Harris Poll, Oct 2015 http://www.dynatrace.com/content/dam/en/general/holiday-shopping-report.pdf will air their frustration on social media when facing bad user experiences 51% rate app performance as #1 expectation, ahead of features 60% 49% would leave if a mobile site or app fails to load in 3 seconds or less
- 18. “Hi @daveando. We noticed you had issues booking. We’ve sent you an email, can we help you complete your booking?”
- 21. Eli Melo, Natura We can now call the customers before they call us. We can say that we understand your frustration and we’re onto it
- 23. Fact #3 Performance impacts revenue Confidential, Dynatrace, LLC
- 24. CX = Revenue +0.5s response time = - 11% conversions -100ms response time = +1% revenue +100ms load time = -1% revenue
- 25. Digital Performance Management Platform Performance Scalability Time to Market Quality of Service Real-time Experience & Behavior CX Analytics Conversion Abandonment SEO DevOps Business
- 26. Stop guessing and get answers
- 27. if it can be done, it will be done. If you don’t do it, someone else will. Daniel Burrus
- 28. Welcome the real stars of the show Confidential, Dynatrace LLC
- 29. The World’s Leading Brands Trust Dynatrace
- 30. Confidential, Dynatrace LLC Performance management for the digital customer age
Editor's Notes
- I’ve grown up in retail. Both my parents had retail stores, my Dad a Mitre 10 hardware store that he ran for 30 years (that’s him there) and my Mum, a fashion store. I basically grew up on the premise that customer service was absolutely critical to the success of a business. Unfortunately for my Dad, he eventually lost out to the bigger box stores, who’s current market share doesn’t dictate the need for superior customer service… but that’s not the point I’m trying to make today… You see in the past, customer service was in store. We would encourage staff to smile, to solve problems, to be friendly and most importantly we could see if they waited too long at the counter. You guys know where I’m going with this right…technology has changed that.
- The store isn’t just on the street anymore. It’s in our hands. The big thing now is, you don’t need a big bank balance to buy the cnr of main and main, set up your shop and catch all the passing traffic. The playing field is level. Anyone with an idea, a developer, and a good idea, can compete with the big businesses. Even potentially wipe out industries…when you think about air bnb, uber, and Let me share an example. So if our experiences are no longer in face to face customer service, how does a brand maintain it’s relevance. How do they wow their customers, keep their loyalty, and ultimately stop them from jumping from one banking app, or online shop, to another, when fundamentally they are almost the same.
- Customer Experiences are now digital not physical. I don’t’ go to the bank…I open an app. I don’t ring for a taxi, I open an app. I don’t talk to a sales assistant, I order online. My digital experiences are wrapped in a phone. ]Telco – enable a travel pass…
- It’s the rise of digital services companies. Companies that provide advanced features, connectivey, functionality, to our hands. They are mobile first…. I mean how cool is the uber experience? Nice cars, fast call up, see when they are arrive and you don’t have to pull out your credit card. Facebook…you are marty mcfly if you don’t have facebook…….you guys get my point. We no longer want to be rockstars…we want to be nerds….
- https://www.capgemini.com/resource-file-access/resource/pdf/the_digital_talent_gap27-09_0.pdf you guyes in the room are the one they need!
- The world is getting even more „disrupted“ – this is a picture from Paris last year when Uber entered the Market
- This is Airbnb making a change in accomodation business
- And this is not a very uncommon but probably the most well known „out-of-the-business“ story when it comes to movie rental
- The new users are spoilt for choice. If your app or service doesn’t work it’s ok because they’ll find another one. In fact this generation probably more than any other loves to discover new services so it’s harder than ever to make sure their experience is first class.
- Which brings me to case a. Trying to book my flight from London to Singapore. I’m a frequent flyer of this airline and despite numerous attempts to book with them on the app I give up. I don’t ring…I don’t email…I just book with someone else.
- Takes us to this…which leads to this
- Or this….
- So imagine now. You are no longer putting out fires, you are no longer taking calls from irate customers. Instead you are delighting customers. You are making them smile. You are making them brand loyal. You are making their day. Not every call centre is structured like this….and working through such a change might take some pain….but remember what sets you apart from everyone else. Imagine what that is going to do for your business, for your colleagues, and most importantly for us….the customer.
- Or you can simply bury your head in the sand….not share the data and let your brand suffer…like this…