By Roberto de Carvalho, President of Dynatrace in Brazil
Monitoring for multichannel solutions assists from technical and business teams to the business owner, who is sure that all users of his tools are receiving an optimized experience, in addition to understanding how and when conversions are taking place.
It is humanly impossible to guarantee full consumer satisfaction because many things can happen during the routine between the purchase of a product or service and its delivery. However, it is completely possible to control the quality of the experience that the customer receives when starting contact with the organization.
Investing in monitoring tools brings the following benefits to multichannel systems:
Overview and real-time
Mobile application monitoring tools allow you to see how well consumers are feeling with the applications they use in real time. With them, the company receives information at any time of the day. Thus, the business owner can easily identify which users have had problems and understand the impact on their company.
Proactivity
Once the company has a real-time overview of its applications, the problems that can impact the consumers' experience are foreseen, so that improvements can be implemented proactively.
Improved customer experience
The customer is the reason why a company exists. Failing to provide a satisfactory experience, regardless of the service channel, interrupts the loyalty process. The worst can still happen: these consumers can post negative opinions on apps, websites or on social media, compromising the brand image.
The monitoring of multichannel platforms also offers advantages for two other sectors. The Development area, for example, is able to test and compare the performance of applications throughout the life cycle of the project. In addition, it saves time and resources, being able to dedicate itself to what really matters: innovation.
The Operations department, on the other hand, benefits from monitoring because it is possible to know if the services are being performed within the defined baselines, automatically discover performance problems and easily manage SLAs (from the English term, Service Level Agreement, which means Service Level Agreement ), internal stakeholders and third-party partners.
Companies need to focus on providing differentiated experiences for the customer and this requires more than beautiful design. It is essential to develop a complete view of the digital channels (web, Internet and mobile applications) and the monitoring solutions allow this to happen, with the collection of analytical behavioral data, providing all relevant information about application performance, user difficulties and possible functional errors, such as pages and slow applications, errors and crashes.
It is humanly impossible to guarantee full consumer satisfaction because many things can happen during the routine between the purchase of a product or service and its delivery. However, it is completely possible to control the quality of the experience that the customer receives when starting contact with the organization.
Investing in monitoring tools brings the following benefits to multichannel systems:
Overview and real-time
Mobile application monitoring tools allow you to see how well consumers are feeling with the applications they use in real time. With them, the company receives information at any time of the day. Thus, the business owner can easily identify which users have had problems and understand the impact on their company.
Proactivity
Once the company has a real-time overview of its applications, the problems that can impact the consumers' experience are foreseen, so that improvements can be implemented proactively.
Improved customer experience
The customer is the reason why a company exists. Failing to provide a satisfactory experience, regardless of the service channel, interrupts the loyalty process. The worst can still happen: these consumers can post negative opinions on apps, websites or on social media, compromising the brand image.
The monitoring of multichannel platforms also offers advantages for two other sectors. The Development area, for example, is able to test and compare the performance of applications throughout the life cycle of the project. In addition, it saves time and resources, being able to dedicate itself to what really matters: innovation.
The Operations department, on the other hand, benefits from monitoring because it is possible to know if the services are being performed within the defined baselines, automatically discover performance problems and easily manage SLAs (from the English term, Service Level Agreement, which means Service Level Agreement ), internal stakeholders and third-party partners.
Companies need to focus on providing differentiated experiences for the customer and this requires more than beautiful design. It is essential to develop a complete view of the digital channels (web, Internet and mobile applications) and the monitoring solutions allow this to happen, with the collection of analytical behavioral data, providing all relevant information about application performance, user difficulties and possible functional errors, such as pages and slow applications, errors and crashes.
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