Breaking the Barriers to a Digital Transformation
June 12, 2015

Aaron Rudger

Share this

With more consumers on mobile devices and connected across social channels, customers have become more empowered and in control of their relationships with brands. For many companies, the only way to grow their revenue is to become customer-obsessed. By examining their current business approach and transforming their strategy to digital, organizations have the opportunity to better align customer experiences to their initiatives that drive the top line.

While shaping a digital strategy around customer metrics is a top focus for organizations, its execution requires both business and IT teams to collaborate and consistently deliver experiences using the underlying technology performance. IT failures due to infrastructure, third party services or the customer’s environment are common sources of reduced engagement and business disruptions.

A recently study by Forrester Consulting — Mind the Gap: A Study of Digital Strategy and Alignment Between Business and IT — found that 78 percent of respondents in the line of business do not believe their organizations have the performance capabilities needed to inform a digital strategy now or in the foreseeable future.

Performance is Often the Weak Link in the Delivery Chain

Over the past 12 months, 41% of companies surveyed experienced performance issues with their websites, mobile apps or other digital assets. An alarming 4 percent of companies did not know if they had performance issues. With much riding on digital initiatives and the customer experience, performance monitoring and analytics are vital to ensuring a seamless delivery.

The study also found that:

■ Loss of worker productivity (47 percent), loss of revenue (43 percent) and loss of customer loyalty (37 percent) were recognized as the most common consequences of website or mobile app performance issues.

■ Infrastructure or network-related failures (54 percent) were ranked as the most significant contributor to performance issues experienced in the last 12 months.

Performance Issues Are Caused by Both Internal and External Factors

Customer metrics and performance have a symbiotic relationship – without responsiveness or proper performance benchmarking, abandonment rates may increase and repeat visitors decrease.

Knowing the points of control across digital channels, which can be caused internal as well as external variables, can help organizations effectively manage the customers’ digital experience. Issues may arise internally from the company’s infrastructure, network or application, or it can arise from outside of IT’s control that are specific to the user environment. Third-party content and managed service providers also create more room for variables to contribute to sub-optimal performance.

Shared Goals and Metrics are Critical

Even if decision-makers of digital transformation are sitting in different parts of the organization, everyone should be looking at the same health indicators. The findings from the Forrester study reveal that IT has a better view over three key digital metrics in relation to their business counterparts: new user growth, responsiveness, and repeat visitors (retention). With access to these technical metrics, IT needs to help their business counterparts guide the digital strategy. Just because the lines of business owners may not be ‘technically’ inclined doesn’t mean that they shouldn’t have a vested interest in monitoring the performance of digital channels. A drop in performance, after all, can have a direct effect on customer metrics.

The transformation to digital can help inform a company’s strategy. It will require more than just new titles like Chief Digital Officer having a seat at the table. Cultivating an understanding between customers, business and IT, as well as the capabilities and functions they enable is a start to understand where to prioritize your attention and resources in the transformation. Running an agile business to meet the needs of customers and expanding your competitive advantage that retains their attention requires a new model

Aaron Rudger is Director of Product Marketing at Keynote.

Share this

The Latest

May 21, 2019

Findings of the Digital Employee Experience survey from VMware show correlation between enabling employees with a positive digital experience (i.e., device choice/flexibility, seamless access to apps, remote work capabilities) and an organization's competitive position, revenue growth and employee sentiment ...

May 20, 2019

In today's competitive landscape, businesses must have the ability and process in place to face new challenges and find ways to successfully tackle them in a proactive manner. For years, this has been placed on the shoulders of DevOps teams within IT departments. But, as automation takes over manual intervention to increase speed and efficiency, these teams are facing what we know as IT digitization. How has this changed the way companies function over the years, and what do we have to look forward to in the coming years? ...

May 16, 2019

Although the vast majority of IT organizations have implemented a broad variety of systems and tools to modernize, simplify and streamline data center operations, many are still burdened by inefficiencies, security risks and performance gaps in their IT infrastructure as well as the excessive time it takes to manage legacy infrastructure, according to the State of IT Transformation, a report from Datrium ...

May 15, 2019

When it comes to network visibility, there are a lot of discussions about packet broker technology and the various features these solutions provide to network architects and IT managers. Packet brokers allow organizations to aggregate the data required for a variety of monitoring solutions including network performance monitoring and diagnostic (NPMD) platforms and unified threat management (UTM) appliances. But, when it comes to ensuring these solutions provide the insights required by NetOps and security teams, IT can spend an exorbitant amount of time dealing with issues around adds, moves and changes. This can have a dramatic impact on budgets and tool availability. Why does this happen? ...

May 14, 2019

Data may be pouring into enterprises but IT professionals still find most of it stuck in siloed departments and weeks away from being able to drive any valued action. Coupled with the ongoing concerns over security responsiveness, IT teams have to push aside other important performance-oriented data in order to ensure security data, at least, gets prominent attention. A new survey by Ivanti shows the disconnect between enterprise departments struggling to improve operations like automation while being challenged with a siloed structure and a data onslaught ...

May 13, 2019

A subtle, deliberate shift has occurred within the software industry which, at present, only the most innovative organizations have seized upon for competitive advantage. Although primarily driven by Artificial Intelligence (AI), this transformation strikes at the core of the most pervasive IT resources including cloud computing and predictive analytics ...

May 09, 2019

When asked who is mandated with developing and delivering their organization's digital competencies, 51% of respondents say their IT departments have a leadership role. The critical question is whether IT departments are prepared to take on a leadership role in which collaborating with other functions and disseminating knowledge and digital performance data are requirements ...

May 08, 2019

The Economist Intelligence Unit just released a new study commissioned by Riverbed that explores nine digital competencies that help organizations improve their digital performance and, ultimately, achieve their objectives. Here's a brief summary of 7 key research findings you'll find covered in detail in the report ...

May 07, 2019

Today, the overall customer scenario has digitally transformed and practically there is no limitation to the ways in which the target customers can be reached. These opportunities are throwing multiple challenges for brands and enterprises, and one of the prominent ones is to ensure Omni Channel experience for customers ...

May 06, 2019

Most businesses (92 percent of respondents) see the potential value of data and 36 percent are already monetizing their data, according to the Global Data Protection Index from Dell EMC. While this acknowledgement is positive, however, most respondents are struggling to properly protect their data ...