Actionable Analytics: Delivering a Superior Digital Experience

Transcription

1 Actionable Analytics: Delivering a Superior Digital Experience

2 How Does Your Digital Experience Rate? 99% OF BUSINESSES IN THE U.S. EXPECT TO SEE AN AVERAGE OF 21% GROWTH FROM EMBRACING digital transformation. 1 BUT ONLY 20% RATE THEMSELVES AS Very Good AT PROVIDING A SEAMLESS digital experience ACROSS MULTIPLE PLATFORMS. 2 1 Vanson Bourne, Building a Better Digital Experience: Tough challenges, better benefits, and why it all matters, Commissioned by CA Technologies, October Ibid. 2

3 Converging Customer, Business and Technical Trends When it comes to your applications, whether they re of the mobile, web or on-premises varieties, you want to make sure they re always delivering a five-star experience for users. And that means ensuring smooth and predictable performance from the front-end user interface (UI) through the supporting application infrastructure all the way to the back-end systems it s calling on for data. However, the convergence of a few trends has recently made this a more urgent and difficult challenge. For one, your customers are more demanding than they ve ever been, and they won t hesitate to share a negative experience they ve had with an app on social media. From a technical standpoint, you ve got many more points of failure as things like APIs, microservices, containers and the like join your infrastructure alongside the usual legacy systems of record. Finally, there s the fact that keeping your app humming requires seamless collaboration across the various groups who touch it from designers and developers to IT operations to marketers and executives. OF SURVEYED ORGANIZATIONS: 90% EXPERIENCED BUSINESS CHALLENGES with digitalization, including resistance to change and lack of in-house skills. 91% EXPERIENCED TECHNICAL CHALLENGES, such as increased complexity, siloed data and speed of technology change. 3 When you examine all of these expectations, requirements and complexities together, it s no wonder that so many organizations struggle to connect all the dots that make up the digital user experience. 3 Vanson Bourne, Building a Better Digital Experience: Tough challenges, better benefits, and why it all matters, Commissioned by CA Technologies, October

4 Struggling to Deliver That Five-Star Experience To date, many organizations like yours have monitored the user experience in an almost forensic way by: Triaging data from a variety of siloed tools, such as application performance management (APM), infrastructure management, crash and mobile app analytics Relying on the expertise of architects, coders, network specialists and others with particular kinds of application expertise Monitoring customer reviews and support tickets The hope is that once all of this information is pulled together, it will tell a clear story about how a given app is performing and which elements of it need to be improved to deliver that five-star experience. The problem is, this approach takes an unpredictable amount of time, impacts productivity and often doesn t reveal the root cause of an issue. Plus, it s a reactive way of tackling the challenge. If you re waiting for comments and reviews to tell you there s a problem, then you re putting your brand reputation at risk not only with the customers writing them, but with every potential prospect reading them too. After all, every connection is an opportunity to delight and win loyalty or deliver a bad experience and risk abandonment. 4

5 A More Holistic View of the Entire Digital User Experience It s clear that a different approach is required one that trades in the point tools and siloed analyses for a more holistic, outside-in and inside-out view of the entire digital user experience. And to achieve this, all of your teams development, operations and the business need to be working together to assemble and assess that big picture. Of course, when using siloed solutions, this is easier said than done. ACCORDING TO IDC, 70% of siloed digital transformation initiatives will ultimately fail due to insufficient collaboration. 4 In fact, 90% of organizations feel they lack insights into their digital experience, with the top three areas of improvement being: 5 USAGE ANALYTICS that measure user location, retention and experience INSIGHTS into the customer journey from one channel to another PERFORMANCE ANALYTICS for deep visibility from the user device to the back end 4 Bill Keyworth, Jeff Rivkin, 2016 IDC FutureScape CIO Agenda Prediction 4, November 2015, IDC#US Vanson Bourne, Building a Better Digital Experience: Tough challenges, better benefits, and why it all matters, Commissioned by CA Technologies, October

6 Usage Analytics That Measure User Location, Retention and Experience User experience data and KPIs are critical for understanding how users interact with your apps. They measure how users access an app and how often, how frequently they switch between channels or devices and how often they re affected by performance issues, errors or crashes. Why is this a challenge? This data is critical to understanding how users interact with your apps and whether or not bad design, code or infrastructure are impacting their usage and enjoyment of them. However, this data is often split between disparate marketing, performance and crash analytics platforms, which makes it difficult to assemble actionable insights. How can you improve? When you can examine performance, crash and usage data together, you get a complete picture of the user s journey to and through your application. You can see where their engagement peaked and crested, and use these insights to improve the experience in the specific areas that will impact retention and enjoyment. In addition, understanding how the customer interacts with your app and when and why they encounter issues can help you improve the design and flow of your application for the next release. 6

7 Insights Into the Customer Journey From One Channel to Another Understanding the complete customer journey means monitoring multiple formats, channels and devices from wearables to mobile apps to websites and everything in between and extracting insights you can use to improve the user experience. Why is this a challenge? As users move between these various devices and channels during their journey, there are nearly infinite variables that can impact their experience. For example, they may browse your offerings on their smartphone, but then switch to the desktop site to complete a purchase. But what made them switch? Did the mobile app crash? Are the shopping features poorly designed? If this data is spread across different tools and business units, it can be tough to understand what exactly is creating frustration for your users. How can you improve? When you combine user behavior data with operational performance metrics, you can better understand how and where your customers are using your apps, and if they encounter a poor experience, determine the root cause of the problem so you can proactively fix it before it affects other users and your brand. 7

8 Performance Analytics for Deep Visibility From the User Device to the Back End The modern application infrastructure comprises a mix of on-premises legacy systems and data, APIs and cloud services, creating a complex path for transactions to travel. Understanding how each component performs its duties is key to assembling the bigger picture that is the user experience. Why is this a challenge? With all of these different elements of the application environment generating their own data, it s easy to get overwhelmed with the collective noise that they create. So when the front-end user experience suffers, finding the root cause in the back end is akin to the proverbial needle in the haystack. How can you improve? When you marry the outside-in user experience data with the inside-out view of how each element of your application environment is performing, you can quickly find and drill down into specific design, code or architectural issues from the user device all the way through the mainframe and cloud services. As a result, you ll know exactly where to focus your limited resources to make the biggest impact on the customer experience. 8

9 About the Solution From CA Technologies For application owners and IT operations teams who are responsible for digital transformations and need to deliver a five-star customer experience across web, mobile and wearable devices, CA App Experience Analytics provides proactive, real-time insights into real user behavior, buyer trends and omnichannel performance. WITH CA APP EXPERIENCE ANALYTICS, YOU CAN: Design for the user experience: Analyze user experience data and determine stickiness based on visits and usage, and leverage these insights to enhance application development. Optimize the customer journey: Get details on performance across channels to address incidents before they impact users, and improve their experience across web, mobile and wearable devices. Improve digital performance: Gain visibility into back-end services and infrastructure to determine if the issue is with design, code or architecture, and speed triage for an improved user experience. WATCH VIDEO WATCH VIDEO WATCH VIDEO When you optimize the customer journey with CA App Experience Analytics, you ll retain existing and attract new customers, increase revenue, achieve faster resolution times and deliver innovations quickly by boosting development productivity. 9

10 Examples of Customer Success OPTIMIZE THE CUSTOMER JOURNEY CA App Experience Analytics definitely has a more advanced visualization than anything we ve used before, and it s easier to get an understanding of what the data means. 6 Chris Kilroy, director of client integration and activation, CNN CA App Experience Analytics will provide us with the insights into buyer behaviors, crashes and application performance that will enable us to proactively solve any incidents that occur and improve the overall digital experience our customers receive. 7 Francisco Guirado, IT monitoring manager, Produban DESIGN FOR THE USER EXPERIENCE Retain and attract new customers or up to a INCREASE IN REVENUE.8 15% IMPROVE DIGITAL PERFORMANCE INCREASE REVENUE BY UP TO 5% with faster time to market for revenue-producing web, mobile and wearable apps. 11 Improve the user experience with FASTER RESOLUTION TIMES.9 40% 2.3x MORE LIKELY TO SPEED TIME to market for new apps and products. 10 APP Reduce costs and increase productivity by cutting 12 crisis staff and developer labor UP TO 25%. 1.7x more likely to ENHANCE APP RELIABILITY CA, Democracy, Driven by Data: CNN and CA Technologies put the power of data in the hands of the people, May, CA, CA Technologies Empowers Organizations to Deliver a Seamless Digital Experience Across Web, Mobile and Wearables with New SaaS Analytics Solution, September 20, CA, CA App Experience Analytics monitors, measures and improves the web and mobile end-user experience, Ibid. 10 Vanson Bourne, Building a Better Digital Experience: Tough challenges, better benefits, and why it all matters, Commissioned by CA Technologies, October CA, CA App Experience Analytics monitors, measures and improves the web and mobile end-user experience, Ibid. 13 Vanson Bourne, Building a Better Digital Experience: Tough challenges, better benefits, and why it all matters, Commissioned by CA Technologies, October

11 See How You Can Connect the Dots of the Digital User Experience To get your app firing on all cylinders, you need to monitor, analyze and fix it on the fly. CA App Experience Analytics is the only fully integrated app analytics tool on the market, with app performance management, developer analytics and usage analytics for web, mobile and wearable apps, in one complete package. In five minutes, you could be up and running with CA App Experience Analytics. Start your free trial. CA Technologies (NASDAQ: CA) creates software that fuels transformation for companies and enables them to seize the opportunities of the application economy. Software is at the heart of every business, in every industry. From planning to development to management and security, CA is working with companies worldwide to change the way we live, transact and communicate across mobile, private and public cloud, distributed and mainframe environments. Learn more at ca.com. Copyright 2016 CA, Inc. All rights reserved. All trademarks referenced herein may belong to their respective companies. This document does not contain any warranties and is provided for informational purposes only. Any functionality descriptions may be unique to the customers depicted herein and actual product performance may vary. CS