INTELLIGENT MOBILE TECHNOLOGY
KEY TAKEAWAYS
• Creating innovative systems of engagement is not a technology decision , it is a business decision
• If the customer experience is less than expected and the options in the market place are greater than one you are at risk of losing a customer
• If the customer experience is not up to par when do you know about it ?
• If the risk of losing customers is real exactly what do you know about the customer experience your systems of engagement deliver ?
• If you want to make an omelet , you have to break some eggs
• It is all about visibility . You cannot manage what you cannot see .
• Managing digital customer experience silo by silo is not rethinking , and it will not get the job done in today ’ s hybrid environment
• Managing the delivery of your systems of engagement customer experience is not trivial
• Maybe you need to rethink how you manage the customer experience altogether ?
• Rest assured your customers will judge you on their digital customer experience
• They do care about getting information , product , service they need right now
• Whatever tools you use these should be fully integrated with one another providing one version of the truth
• You should make that decision and not leave that to your customers and competitors because you did not manage the customer experience well
• Your customer will win and maybe one of your competitors will , too
• Your customers do not care about SoE ’ s , SaaS , PaaS and IaaS
Can you confidently answer the questions below ? Or , at the very least , do you know what you do not know ? How critical is the customer experience
1 to you , and who is responsible for it ?
What is your customer experience
2 management capability and maturity
level , what do you need it to be , and when do you need it to get there ?
How do you prioritise and size
3 customer experience management investments , and who drives linking customer experience management to value ?
What role do your technology partners
4 currently play in terms of helping you deliver an impeccable customer experience , what role do you need them to play , and starting when ?
Forrester Research found that less than a third of organisations have a coherent digital strategy . Nothing to be alarmed about , but it does suggest that there is still work to be done . Managing the delivery of your systems of engagement customer experience is not trivial . For starters , it is all about visibility . You cannot manage what you cannot see .
There is a substantial amount of critical customer experience telemetry in-play , when a customer is using your apps or websites . The more diverse tools and products you use to capture this telemetry across servers , networks , storage , infrastructure , web services , databases and ultimately the applications themselves , the more likely it is that you cannot separate the critical data points from the not so critical ones .
When that happens and it does , you cannot respond in a timely fashion . And , customers today are not too patient .
Rationalising the monitoring tools you currently use for network , infrastructure and applications , not only creates clarity and agility , it also helps you reduce operating expenses and release resources to drive innovation . In any event , whatever tools and products you use , these should be fully integrated with one another , providing one version of the truth in one , role-based and unified view .
Optimising the digital customer experience delivery is a likely option once you know where your customers are , how they are getting to you and how they are interacting with you . Some systems of engagements may even need preferential delivery capability and capacity .
Managing the digital customer experience silo by silo is not rethinking , and it will not get the job done in today ’ s hybrid environment . If you have outsourced your network , your infrastructure , your application management then how do you know , and when do you know you have reached your goal ?
Maybe you need to rethink how you manage the customer experience altogether ? As the saying goes : If you want to make an omelet , you have to break some eggs . You should make that decision , and not leave that to your customers and competitors because you did not manage the systems of engagement customer experience well .
Kristian Thyregod is Senior Vice President EMEA at Riverbed Technology
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