Compuware ASEAN APM User Conference 2013 - University of Customer Experience

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Effectively Monitoring the

Customer Experience

in an increasingly diverse world

Rafi Katanasho Director, Asia Pacific

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The Digital Opportunity

Q: How do organizations compete in this Digital World?

A: By Delighting & Exciting

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Different Levels of Digital Maturity

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From – Predictions …

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2005

2013

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To – Amazing Facts…

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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

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To – Integrated Strategy

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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 Center 3rd Part Services

Diverse Browsers & Devices

C/C++

Diverse Platform & Architectures

Increasingly Diverse Mobile Browsers Increasingly Diverse Mobile Platforms

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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

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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

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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

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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

Ab

and

on

me

nt

Rat

e (

%)

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

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The Approaches

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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

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Top 5 Tips

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1. Analyze Performance to User Behaviour

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Where do my users come from?

Tip #1: Analyze Performance to User Behaviour

Everything being equal

SPEED is the #1 customer experience factor

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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

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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

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Get insight into key user demographics

Tip #1: Analyze Performance to User Behaviour

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2. Speed Up User Resolution

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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!

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3. Report on Business Data

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Mapping visits to revenue

Tip #3: Report on Business Data

Key Business Metrics including Conversions and Revenue by Transaction

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Tip #3: Report on Business Data

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4. Manage Third-Party Services

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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?

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5. Unify Customer Experience

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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

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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

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Get started in minutes – get visibility into usage, performance and availability

Free Native App Monitoring

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