Brands Need a 360 Degree View of Their Digital Services IT Stack - or Risk Losing Customers
July 29, 2021

Gregg Ostrowski

Share this

The past 18 months have had a significant impact on consumer habits and how businesses respond to new demands. Everyday tasks such as banking, grocery shopping and working had to be done online, and if business leaders had not invested in a digital strategy before the pandemic hit, they immediately fell behind.

In the 2021 AppDynamics App Attention Index, 85% of consumers said digital services and applications have become a critical part of their daily lives — 73% said they will continue to rely on these applications, even as life returns to normal. With this in mind, it is becoming more challenging and almost impossible for business leaders to avoid investing in their digital approach any longer.

Consumers have also become accustomed to what type of experiences they can expect from an application, with reliability and consistent performance being two of the biggest demands. If these expectations from consumers are not met, they look elsewhere for a service that will provide a stellar experience, leading to a loss in customers. Poor performance is no longer an option, and as the report revealed, consumers believe it's the business' responsibility to ensure everything performs seamlessly.

These are some of the challenges and best practices business leaders should be aware of as the pandemic eases and consumer's expectations are permanently heightened.

Brand Loyalty Is Rewarding, but Without Maintenance, You Might Lose It

In the beginning of the pandemic, the heightened reliance on digital services was new for both business leaders and everyday consumers. While most consumers were familiar with common tasks — such as shopping or checking a bank account online — others, such as working remotely, exercising or having a telemedicine appointment were newer.

With such a strong reliance on these applications during the pandemic, consumers have had the time to find what digital experiences work best for them and have remained loyal to the ones that have continued to deliver reliable and consistent service.

Two-thirds of consumers said they feel more loyal to the brands that went above and beyond with the quality and convenience of their digital services during the pandemic

In fact, over two-thirds of consumers said they feel more loyal to the brands that went above and beyond with the quality and convenience of their digital services during the pandemic.

The pandemic altered consumer expectations of digital services forever. Having consumers who are loyal to your business is great, but it's important to not lose sight of why they selected your service and what experience they expect from it.

While it may take longer for a loyal consumer to drop your service if there's poor performance, it's not impossible. In fact, more than half of consumers shared that brands now only have one shot to deliver positive digital experiences before they switch to another provider.

New functionality, increased users and additional demands on applications have led to rising complexity in IT departments. And, business leaders lean on their technologists to help understand what is needed to keep their digital offerings running smoothly.

In order to prioritize application fixes based on end-user impact, tools, like taking a full-stack observability approach, can enable the leaders and technologists to see across the full stack to flag an issue as well as what is working smoothly in real time to avoid poor performance for consumers.

Businesses Are Responsible for the Digital Services That Drive Our Everyday Lives

With consumers ultimately benefiting from an increase in choices, improvements and quality of digital experiences, they are unwilling to give second chances and simply won't tolerate or stick around for poor performing applications.

55% of consumers believe digital services helped them get through the challenges brought on by the pandemic. Additionally, consumers shared that without access to any digital services, they would be bored, lonely or even stressed.

Keeping up your application's performance not only retains and grows your user base, but it also plays a larger role in helping individuals maintain their mental and physical health, finances and government accounts. As a business leader, you are responsible for the experience your digital services offer and identifying what your IT team needs in order to deliver a seamless service.

Going forward, business leaders should continue to strive to deliver a "total application experience," which is reliable, high-performing, simple, secure and helpful to use. Continuing to invest in digital services is crucial to a business' success. By looking at the technology you're using and how it impacts everything from performance to earnings, you can help your business stay ahead. Fail, and previously loyal customers will walk away forever.

Gregg Ostrowski is Regional CTO at AppDynamics, a part of Cisco
Share this

The Latest

September 23, 2021

The Internet played a greater role than ever in supporting enterprise productivity over the past year-plus, as newly remote workers logged onto the job via residential links that, it turns out, left much to be desired in terms of enabling work ...

September 22, 2021

The world's appetite for cloud services has increased but now, more than 18 months since the beginning of the pandemic, organizations are assessing their cloud spend and trying to better understand the IT investments that were made under pressure. This is a huge challenge in and of itself, with the added complexity of embracing hybrid work ...

September 21, 2021

After a year of unprecedented challenges and change, tech pros responding to this year’s survey, IT Pro Day 2021 survey: Bring IT On from SolarWinds, report a positive perception of their roles and say they look forward to what lies ahead ...

September 20, 2021

One of the key performance indicators for IT Ops is MTTR (Mean-Time-To-Resolution). MTTR essentially measures the length of your incident management lifecycle: from detection; through assignment, triage and investigation; to remediation and resolution. IT Ops teams strive to shorten their incident management lifecycle and lower their MTTR, to meet their SLAs and maintain healthy infrastructures and services. But that's often easier said than done, with incident triage being a key factor in that challenge ...

September 16, 2021

Achieve more with less. How many of you feel that pressure — or, even worse, hear those words — trickle down from leadership? The reality is that overworked and under-resourced IT departments will only lead to chronic errors, missed deadlines and service assurance failures. After all, we're only human. So what are overburdened IT departments to do? Reduce the human factor. In a word: automate ...

September 15, 2021

On average, data innovators release twice as many products and increase employee productivity at double the rate of organizations with less mature data strategies, according to the State of Data Innovation report from Splunk ...

September 14, 2021

While 90% of respondents believe observability is important and strategic to their business — and 94% believe it to be strategic to their role — just 26% noted mature observability practices within their business, according to the 2021 Observability Forecast ...

September 13, 2021

Let's explore a few of the most prominent app success indicators and how app engineers can shift their development strategy to better meet the needs of today's app users ...

September 09, 2021

Business enterprises aiming at digital transformation or IT companies developing new software applications face challenges in developing eye-catching, robust, fast-loading, mobile-friendly, content-rich, and user-friendly software. However, with increased pressure to reduce costs and save time, business enterprises often give a short shrift to performance testing services ...

September 08, 2021

DevOps, SRE and other operations teams use observability solutions with AIOps to ingest and normalize data to get visibility into tech stacks from a centralized system, reduce noise and understand the data's context for quicker mean time to recovery (MTTR). With AI using these processes to produce actionable insights, teams are free to spend more time innovating and providing superior service assurance. Let's explore AI's role in ingestion and normalization, and then dive into correlation and deduplication too ...