Twelve Use DPM Close the user experience generation gap

Think of a scene like this : ABC The company spent weeks developing an important promotion . Around 10 a.m. on the promotion day , Social media perception / The brand awareness team has witnessed a rapid rise in negative comments from customers who want to buy items on twitter :"ABC Well done . It's too bad to buy things !" " thank you , ABC company - Nothing !" The marketing team immediately contacted IT Operation and maintenance group , IT O & M doesn't know any problems yet . from IT Perspective , System health indicator - Like utilization and performance - Behave normally .

The rest of the day , Hours spent locating customer complaints root cause On . " It becomes a typical battle room scene ", " The company spent dozens of hours , Dozens of IT personnel , Find the core of thousands of potential causes ". The result is a waste of time and resources , Unable to quickly solve dissatisfied customers , Confused about what went wrong , A failed business results in a loss of revenue .

because DPM Integrate IT Systematic barriers to digital service performance , All stakeholders can start speaking the same language , And work for a common goal .

Traditionally , Perception and delivery experience are monitored and measured through different indicators of completely different tools . On the business side , The data includes " User voice "( Namely , User expectations , Choices and other feedback ), Social emotions , web analysis , Mobile end analysis , And behavioral analysis data . * The main focus is on user transformation , Abandoned shopping cart , Page access , Online revenue trends , And related areas .*

meanwhile , IT( Operation and maintenance , Development or DevOps) Focus on system health , MTTR, Loading time , Delay , And related issues . The main concerns include system and application performance , Extensibility , Service quality , Efficiency and other system health indicators .

therefore , No one sees the big picture .

If the business sees suddenly web The decline in income , Or the rise of users' negative comments , There is no quick and easy way to connect it with IT Something that happened on the side . alike , If IT See an operating system problem , He doesn't know how much impact it will have on business performance .

DPM, Better connection IT And business , By integrating perception and delivery experience . DPM Allow everyone to - Whether it's social media , market , User analysis , IT Operation and maintenance or development - See the same data during user access .

adopt DPM Provide in-depth analysis , The business is more likely to turn a negative user experience into a positive one .

Use DPM technology , Business can :

• There is a real-time customer view , Combining business and IT data .

- User complaints can quickly find data and location ;

- Can monitor key performance analysis , Like online revenue per minute , customer experience .

• Providing personalized customer service . The service representative can see why the user clicks or zooms , How do they operate . With that data , The service representative doesn't need to ask a lot of questions or ask the customer to describe the problem , They can see exactly what happened .
• Building trust , Build a strong brand . You can respond quickly to questions , Maintain customer relationship , Business or transaction Because you can know what happened in real time .
• Better business decisions .

DPM Need high-level support , CDO( Chief digital Officer ), CCO( Chief customer Officer ), CMO( Chief Marketing Officer ), CIO( CIO ).

As you can see , The rise of customer experience , Will directly affect income , Less customer support overhead , More efficient IT

DPM It's a practice , Not a software solution or a tool .

and DevOps Like agile change , DPM Changes in processes and cultures across different organizations are needed .

The first few points :

• Assess current digital performance maturity , Respond to , Work , Optimization stage .
• Give Way IT Work with business stakeholders
• Identify and set key indicators of important business performance .
• Implementation plan , Including design in business , market , analysis , IT New processes and communication methods with other relevant personnel .

13、 ... and Optimize the business needs of digital customer experience ( A little )