Why great digital experience (DX) requires collaboration, and how to enable it with digital experience monitoring (DEM)

Delivering fast, seamless and delightful to customers today is imperative for almost all businesses. Digital transformation continues to accelerate, shifting more internal and external interactions to digital channels. And as digital touchpoints continue to increase, so do customers’ expectations for them. Organizations risk significant impact on their revenue, brand perception, and customer loyalty if they fail to meet or exceed expected customer experience (CX). However, as Forrester analyst Will McKeon-White outlines in the report, “Digital Experience Is Part Of Your Job,” it’s imperative for business users to collaborate with infrastructure and operations (I&O) in order to derive key insights and realize the full potential of a DX strategy.[I]

Why digital experience requires strong collaboration

While digital experience itself is how end-users interact with your digital touchpoints, there are multiple services and teams that affect how those experiences turn out. As IT environments continue to get more complex, the number of factors that affect digital experience is expanding exponentially. To grow and improve websites and mobile applications so your customers can do more, you frequently need to add more internal and third-party services. This creates one of the key challenges with digital experience management today – gaining visibility into a complex environment that involves different teams throughout the organization. Even though business users ultimately own the digital experience for their product or application, they must collaborate with development, infrastructure and operations teams to both measure and make improvements.

Best practices to drive your digital experience monitoring strategy

It’s critical to take an outside-in approach to developing and executing a digital experience monitoring strategy. A DEM solution that provides real-time visibility into your user experience can give all teams, from business to operations to development, a common control plane to understand real users and derive actionable insights. Furthermore, a DEM solution that’s part of an all-in-one software intelligence platform, like Dynatrace, can automatically extend that outside-in view all the way to the back-end services and code-level details that power the digital experience. However, to get the full value out of using a comprehensive DEM solution, you must make sure that you can leverage the capabilities and data across teams to truly understand your customers. Or as Forrester puts it, “Having a standard by which you can replicate a day in the life of a digital user is in the truest way possible is key to understanding the CX you’re providing.” To do that, Forrester outlines a range of best practice actions to develop a detailed DEM plan, spanning from journey mapping to testing changes to linking performance to business outcomes.

Download the Forrester report “Digital Experience Is Part of Your Job” for actionable steps you can take to establish and execute a best-in-class DEM strategy.
[i] Forrester Research, Digital Experience is Part of Your Job, August 2021

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