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Article

New Rules of Digital Engagement By @MLeray24 | @DevOpsSummit [#DevOps]

The quality of your customers’ TDE involves much more than just how fast your website responds to a mouse-click

Roaches on the Table: The New Rules of Digital Engagement

Good food is not the most important attribute for a restaurant. Cleanliness is. It doesn't matter how great your dishes are - if patrons catch even a glimpse of a roach, they won't stick around to sample your cooking.

The same principle applies to your company's digital experience. You may have great products at a great price. But if customers have a bad experience with your digital channels, they won't buy from you. In fact, studies show that 73-82% of customers abandon intended purchases because of a poor online experience.

Worse yet, 26 out of 27 customers won't tell you why they left. They will, however, tell their friends and post reviews that hurt your brand.

Unfortunately, most companies still don't take a strategic view of their customers' Total Digital Experience (TDE). Many do little more than measure response times and abandon rates on their websites. This approach is woefully inadequate for the new rules of digital commerce. If your company stays on such a path, it will cede customers, dollars and long-term brand value to your more digitally diligent competitors.

More Than Click Response
The quality of your customers' TDE - whether B2C or B2B - involves much more than just how fast your website responds to a mouse-click. Digital experience is about speed, intuitive design, reliability of returned results and more. So you can't monitor it with yesterday's metrics.

Also, most organizations are interacting with customers via increasingly complex applications cobbled together from an ever-changing mix of back-end databases, scripting languages, service-oriented architectures, HTML5 and native mobile development tools. Much more can go wrong along this motley value chain than just slow delivery of a web page.

Even end-user experience issues with internal B2E apps can impact business performance. After all, if your field sales rep is struggling with an iPad app during a side-by-side selling session with a distribution partner, it can be just as damaging to your business - if not more so - than a slow website.

Elevating the Experience Issue
To achieve the kind of TDE necessary for competitive success in an increasingly digital marketplace, your company has to address many technical and operational issues. But you won't be able to address those issues if TDE is relegated to tactical IT activities such as website performance tracking and pre-release usability testing of mobile apps.

Instead, TDE has to become a strategic concern of your business. It needs to be championed, funded and monitored by business leaders with the same intensity of commitment as any of your company's other revenue- and brand-critical KPIs. If it isn't, your company will be badly vulnerable to disruption.

Ask the CEO of any restaurant chain how his or her company safeguards the cleanliness of its facilities. It is unlikely that any of them will say they simply leave it to on-site janitorial staff. It is high time to ask executive leaders the same question about TDE.

More Stories By Matt LeRay

Matt LeRay is vice president and business unit executive in the Enterprise Management BU at CA Technologies. In this role, he is responsible for the company’s Application Performance Management (APM) solutions. Prior to this role, he was vice president of product management responsible for driving the product direction and roadmap of CA APM. Earlier, he was vice president of pre-sales for the CA’s service assurance solutions in North America.

Matt holds an MBA from Georgia Tech College of Management and a BS in Computer Engineering from Georgia Institute of Technology.

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