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Compuware ASEAN APM User Conference 2013 - University of Customer Experience
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Compuware ASEAN APM User Conference 2013 - University of Customer Experience

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  • 1. 1 Effectively Monitoring the Customer Experience in an increasingly diverse world Rafi Katanasho Director, Asia Pacific
  • 2. 2 The Digital Opportunity Q: How do organizations compete in this Digital World? A: By Delighting & Exciting
  • 3. 3 Different Levels of Digital Maturity
  • 4. 4 From – Predictions …
  • 5. 5 2005 2013
  • 6. 6 To – Amazing Facts…
  • 7. 7 From - Mobile Strategy • Denial – Don’t do anything – “Mobile Phone Users? Do we have any?” – “Just have them go to our regular website” • (Reluctant) Acceptance – Create a minimal mobile website – “Let’s create a simple version of our website that works across all devices” – Lowest common denominator approach • Panic – Get an app store presence as quickly as possible – “We have to have a native app. Everyone else is doing it” – Create a thin native wrapper around the browser object. Low effort. Questionable value. • Contemplation – Fix the native app – “Wow! These phones can do that?” – Iteratively replace browser object with native calls, add device-specific capabilities • Maturity – Optimize the mobile website – “Wow! I can do that in a browser? Really?” – Use the mobile-specific browser capabilities to enhance mobile website Limitation Opportunity
  • 8. 8 To – Integrated Strategy
  • 9. 9 Reality Check – Increasing Diversity & Complexity Java .NET PHP C++ Oracle SAP CICS Big Data Increasing Complexity: At the Edge. In the Cloud. In the Data Center3rd Part Services Diverse Browsers & Devices C/C++ Diverse Platform & Architectures Increasingly Diverse Mobile BrowsersIncreasingly Diverse Mobile Platforms
  • 10. 10 Business Expectations Are High “We want a tablet app that engages customers, and gets five stars on the App Store, and it’s in your hands how we get there.” Tracey Weber, managing director, Internet & mobile banking, Citibank “I don’t even bother downloading apps with less than 4 stars. ” Bill S., iPhone and iPad user
  • 11. 11 End-Users’ Mobile Experience Expectations Are Often Not Met • 75% of mobile users had a problem in the past year accessing Australian Financial sites • The biggest problem being speed • 46% unlikely to return & • 57% unlikely to recommend the site or app Social media & customer ratings allow users to record their frustration in real-time, negatively impacting revenue and brand equity Compuware APAC survey, 2012
  • 12. 12 Users’ Expectations Are High – No Matter What Device/Browser 89% 59% 83% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Tablet Smartphone PC Source: Compuware APM Percentage Of End-Users Which Expect A Website To Load In 3 Seconds Or Less Survey date = 2012 Survey date = 2011 Survey date = 2009
  • 13. 13 User Behavior Match Their Expectations 0 5 10 15 20 25 30 0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 AbandonmentRate(%) Page Load Time (sec.) Abandonment Rate - All Browsers Abandonment Rate - iPhone Safari Source: Compuware User Experience Management Abandonment Rate Across 200+ Web Sites / 177+ Million Page Slower pages = higher abandonment • Reduces revenue • Increases costs • Damages brand
  • 14. 14 The Approaches 1 Direct Feedback (Survey, Complaint) Indirect Feedback (Social, User group) Inferred Feedback (Monitoring, behaviour) Trigger up-sell offer Marketing campaign Trigger churn prevention action Survey Audio recording Social Media Email End User Monitoring Conversion rates
  • 15. 15 Top 5 Tips 15
  • 16. 16 1. Analyze Performance to User Behaviour 16
  • 17. 17 Where do my users come from? Tip #1: Analyze Performance to User Behaviour Everything being equal SPEED is the #1 customer experience factor
  • 18. 18 Where does my performance team need to focus on? Are customers leaving right after the landing page? Landing pages with errors are NO-GO. Optimize Landing Pages Don’t let SEM/SEO Spend Go to Waste! Tip #1: Analyze Performance to User Behaviour
  • 19. 19 On which pages are leaving my customers? How many are leaving because of an error? Has the exit page a slow load time for the customers? Monitor Exit Pages Don’t lose customers at the conversion point! Tip #1: Analyze Performance to User Behaviour
  • 20. 20 Get insight into key user demographics Tip #1: Analyze Performance to User Behaviour
  • 21. 21 2. Speed Up User Resolution 21
  • 22. 22 Tip #2: Speed User Complaint Resolution search specific users See the click-path actions for native mobile apps Every USER Counts Every user can be highly influential!
  • 23. 23 3. Report on Business Data 23
  • 24. 24 Mapping visits to revenue Tip #3: Report on Business Data Key Business Metrics including Conversions and Revenue by Transaction
  • 25. 25 Tip #3: Report on Business Data
  • 26. 26 4. Manage Third-Party Services 26
  • 27. 27 Tip #4: Manage Third-Party Services Impact of Third Parties and CDNs on Response Time on the Edge Which Third Party or CDN consumes most time on the edge? Which Third Party or CDN is a Hotspot and becoming a bottleneck? Auto-discover all third- party services CDN, ad networks, social media and more… Is the added response time worth the business benefit?
  • 28. 28 5. Unify Customer Experience 28
  • 29. 29 Tip #5: Unify Customer Experience Real time overview Overview metrics for all customer channels Performance or usage charts – pages and visits Manage Web, Mobile Web and Native Apps in One
  • 30. 30 Top 5 Tips Analyze Performance to User Behavior Speed User Complaint Resolution Report on Business Data Manage Third-Party Services Manage Web, Mobile Web and Native Apps in One
  • 31. 31 Get started in minutes – get visibility into usage, performance and availability Free Native App Monitoring
  • 32. 32 © 2011 Compuware Corporation — All Rights Reserved© 2011 Compuware Corporation — All Rights Reserved 32 Simply Smarter

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