Nearly 78% of all organisations experience some inconsistency with the quality of their end-user digital experience, often resulting in serious repercussions.
This is according to Mark Robinson, director of solution engineering at Riverbed Technology, speaking yesterday at the Riverbed - Succeed in your digital experience 2017 event in Johannesburg.
As digital channels and services become more and more vital to business growth, Robinson emphasised on the need for enterprises to adopt a unified digital experience management (DEM) plan - the range of experiences that customers, employees and partners have with an organisation's communications, products and processes on every digital touchpoint.
"Most organisations don't prioritise their DEM initiatives because they don't realise the level of visibility enabled by the latest solutions. While monitoring of business applications, products and network performance management technologies have been around for a long time, user experience monitoring technologies are still fairly new."
Traditionally, the way that organisations measured user experience was through customer satisfaction surveys, or by doing synthetic transactions in the form of robotic technology used to track the success of digital applications, explained Robinson.
"How many companies actually know what their customers' user-experience is really like?" he asked. Not many - this is because companies cannot accurately measure the success of their digital transformation initiatives if they don't know whether their customer experience is getting better or not, he added.
"While some companies have invested millions of rands in their networks, data centres and servers, customers don't care about any of that, the only thing they care about is the end-user experience," he added.
User experience, he continued, is covered by a lot of elements such as the stability and usage of different applications within the organisation; who's using them; when are they using them; what time the apps are mostly busy; what are the risks involved, and can organisations improve them for a more successful digital experience.
In order to achieve an accurate measurement of users' digital experience, Robinson advised organisations to adopt a single, unified digital experience management solution that provides end-to-end monitoring and proactive performance insights which allow companies to innovate more quickly with fewer problems along the development and application delivery lifecycle.
"An effective DEM solution should capture all types of data and transactions; provide deep insights into application and network performance; provide performance diagnostics and enable proactive problem detection and resolution," he concluded.
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