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The Digital Transformation CatalystLet’s measure CX properly!

Ryan Bateman, Dir Marketing & Digital Performance@ryanbateman

70% of the 2005 Fortune 1000 companies

don't exist anymore

Kienbaum

87% companies think that digital transformation is a competitive

opportunity

Capgemini

70% of companies would "attempt" to go digital but only

30% of those would succeedCISCO

Blah blah UBER, Airbnb, Tesla, etc.

Everybody with a Twitter handle

Nike has many more software developers in Oregon than

apparel designers.Nike

We see ourselves as a technology company with a

banking licenseCiti

You get the point already..

The New Digital CustomerALWAYS CONNECTED80% of them check their smartphone within 15 minutes of waking and check them an average of 221 times a daytecmark, Oct 2014

MULTI-DEVICE95% of digital shoppers who started on a smartphone continued on a PCForrester, Q4 2014

EMPOWERED2+ BILLION people have some form of social media account51% will air their frustration on social media when they have a poor online experienceDynatrace, Nov 2015

DEMANDING60% rate performance ahead of functionalitiesForrester, Nov 2014

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1. Creating & delivering better customer experiences (CX)

2. Measurement3. Culture change

All this stuff comes later!• IoT/Personalization/Staffing/Cloud/Social/

Programmatic/Mobile/etc

Let’s focus

Look in the mirror.Unfortunately, we’re

not all Uber!

No pages with performance issues

3 Pages with performance issues

All five pages with performance issues

38%25%18%

FINISH

FINISH

FINISH

CX Delivery Impacts Conversions

*Source - How T-Mobile mastered digital performance to boost ROI

-60%

Visit

or C

ount

Time to Interact

CX Delivery Impacts Conversions – some places more than others!

Product Pages Conversion Rates

*Source - T-Mobile

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Gopal Brugalette, Nordstrom

0.5 secs increase in response time, beyond 2.5 seconds, reduced conversions by 11%.

You’ve heard CX is important already too, but:•IT & Line of Business are divided houses•BOTH sides of the house want to

meet these digital & highly connected customer demands but they do it in silos.

Voice of Customer Data

Behavioral Analysis

Social SentimentHeat-maps

Eye-trackingFocus groups

Etc…

System healthMTTRTTFBLoad timeSDLCLatencySprint deliverablesReleasesEtc…

BUSI

NES

S SI

LO

IT SILO

DELIVEREDEXPERIENCE

PERCEIVEDEXPERIENCE

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Why is your Customer the only one touched by this whole process?

CX Supporting Systems – Data Collection points

IT group ownershipBusiness group ownership

Application Code

Public and Private Cloud

CDNs

Web APIs

Users and Devices

Internet Applications & Code

Data Center & NetworksVoice of

CustomerWeb Analytics

Surveys

Social or Support

Account Status

Shopping cart

Journey map

BehaviorCRM

Unite these 3 groupsUnifying these groups around creating and delivering better CX creates a clear & measureable common strategy.

Real-time information about digital services, and their users, visible and actionable by everyone in an organization accomplishes macro-level business goals and meet individual goals.

Gain strategicinsights

Increaseconversions& revenue

ImproveMTTR &

MTBF

Optimizespend

Deliver on user sat &

SLAs

Improvereleasequality

Reduceunplanned

work

Releasecapabilities

faster

Keep up with the pace of change

Uncover new business insights

Identify and prevent problems

Protect & grow brand

DigitalBusinessOwner

Development Operations

UnifiedUser & App

Insights

Increased salesand engagement

OperationalexcellenceInnovation

acceleration

UnifiedUser & App

Insights

Unifiedcust & app

insights

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Let’s walk through an example

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Start with a simple & common starting point

What CX success really looks like

Cont. CX success – actually fixing the problem

See how proper CX measurementand collaboration frees up timeto focus on your personalgoals now?

Gain strategicinsights

Increaseconversions& revenue

ImproveMTTR &

MTBF

Optimizespend

Deliver on user sat &

SLAs

Improvereleasequality

Reduceunplanned

work

Releasecapabilities

faster

Keep up with the pace of change

Uncover new business insights

Identify and prevent problems

Protect & grow brand

DigitalBusinessOwner

Development Operations

UnifiedUser & App

Insights

Increased salesand engagement

OperationalexcellenceInnovation

acceleration

UnifiedUser & App

Insights

Unifiedcust & app

insights

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Confidential, Dynatrace LLC

We call this practiceDIGITAL PERFORMANCE

MANGEMENT

The Intersection of Industries

CX ITOMAPM

CX = Customer ExperienceDPM = Digital Performance Management

APM = Application Performance ManagementITOM = IT Operations Management

DPM

• DPM is the connecting concept between gaps in the CX and APM/ITOM industries.• Leading CDOs and CCOs use DPM to

focus on the following & separate themselves from competition:• Customer experience above all else.• Investment in continuous innovation.• Fact-based decision making.• Collaboration & accountability as

company culture.

DPM is a natural formation – filling the gap

Forrester DPM report outlines the evolutionary changes coming in APM to DPM

Benefits that come with DPM maturity

Performance

Scalability

Time to Market

Quality of Service

Real-time Experience

&Behavior CX Analytics

Conversion

Abandonment

SEO

DevOps Business

And eventually – a Digital Experience Center!

We can now call the customers before they call us. We can say that we understand your frustration and we’re onto itEli Melo- Natura

With Dynatrace and the focus on user experience we achieved 2015 Best in Tech, by Restaurant Business MagazineMichael Wojcik - Panera

Dynatrace enabled us to continuously baseline, measure & improve the customer experience and digital journey. It helped us transform brand image & re-gain customer confidenceNita Awatramani - Verizon

Some of our customers

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Connect with us!

Participate in our Forum :: community.dynatrace.com

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Follow us on LinkedIn :: linkedin.com/company/dynatrace

Follow us on Twitter :: twitter.com/dynatrace

Watch our Videos & Demos :: youtube.com/dynatrace

Read our Blogs :: dynatrace.com/en/blogs/

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Performance management for the digital customer age