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Challenges in Digital Experience Monitoring (DEM)

January 25. 2023

DEM (Digital Experience Monitoring) has become an indispensable practice for enterprises. Without DEM, enterprises cannot know how employees and customers interact with different devices and digital channels. For example, a company must know how customers feel after using its branded mobile application. They can know customer experiences by monitoring how customers interact with the branded mobile application. DEM has already several use cases in the industry, from proactive application monitoring to troubleshooting. However, certain challenges prevent enterprises from implementing DEM strategies. There is a need to improvise and overcome the DEM challenges. Read on to understand the challenges in digital experience monitoring.

The increasing number of digital touchpoints

An enterprise offers several digital touchpoints for customers. Enterprises offer websites, live chats, websites, and other digital touchpoints for customers. A customer can use any of the digital touchpoints to interact with the brand. An enterprise cannot focus on a single touchpoint and boast a better digital experience. Enterprises must provide better digital experiences across different digital touchpoints for customers.

Let us say you used an e-commerce website to find a product. You had a nice experience after using the e-commerce website. After reaching your house, you decide to download the brand’s mobile application and place an order. However, the mobile application turns out to be unresponsive. In such a case, the brand failed to provide a better digital experience across different digital touchpoints.

In the past few years, the number of digital touchpoints for customers has increased. A single enterprise might have dozens of digital touchpoints for customers. As a result, maintaining service availability has become a challenge. Organizations must monitor the digital experiences of customers across all the available digital touchpoints. Traditional DEM tools aren’t able to handle the increasing number of digital touchpoints. For the same rationale, enterprises are opting for better solutions like AIOps platforms.

Drafting workflows for DEM

Enterprises must have a proper workflow for digital experience monitoring. It should also include customer feedback, recommendations, and more. Most companies do not have an actionable workflow for digital experience monitoring. They only rely on a DEM platform to generate high-end metrics.

A proper DEM workflow must start with collecting feedback from customers. For example, customers can rate a service out of 5 stars. When the satisfaction rate is low, IT teams can provide the required support to the client. When the customer reports a speed bump or functionality error, IT teams must quickly get to the recovery part. They must find the root cause of the incident and fix it in real-time to maintain service availability.

Organizations that do not have a proper DEM workflow might face several issues. After the customer reports an error, IT teams might not know where to start. As a result, the MTTA (Mean Time to Acknowledge) for the incident/error increases. Not to forget, customers keep waiting in the background for a better digital experience.

Improving employee experience

Enterprises give too much value to customer digital experience that they forget about their employees. Offering a better customer digital experience is essential for an enterprise. However, employees are the backbone of a company, and they need to trust the technology. What’s the point of providing employees with outdated technology and software systems?

You cannot expect employees to give their best with outdated technology. They need new-age technologies with better digital experiences to boost service availability. However, the number of enterprise devices has increased in the past few years. Gone are the days when an enterprise only had a few devices connected to its IT infrastructure.

The recent rise of remote work culture is another headache for enterprises. They must collect remote employee experiences at all times. Whether someone is working from a satellite office or home, the enterprise must know how they interact with the technology. Traditional DEM tools cannot help with collecting performance data from remote endpoints. As a result, remote employees might not have a better digital experience on virtual machines, enterprise applications, and other channels/devices.

When an enterprise will provide employees with a better digital experience, the satisfaction rate will increase. Employees will consider technology as their friend and become more productive. Age-old DEM tools will not help you with monitoring employee digital experience. Again, you must rely on AIOps platforms to monitor employee experiences across different devices/channels.

Proactive monitoring

What’s the point of fixing an error after it has hampered the digital experience for customers and employees? Most enterprises are dependent on reactive digital experience monitoring. There is a need to become proactive and fix common issues before they hamper the digital experience for employees or customers. However, enterprises cannot become proactive in fixing errors with outdated tools. For example, proactive application monitoring requires high-end data analysis, event correlation, and root cause analysis.

When an enterprise collects performance data at all times, they stand a chance to become proactive. The collected data must be analyzed in real-time to find any outliers. The outliers are then analyzed to identify a performance issue. For example, an application might deviate from its normal behavior. It means an error might arise soon within the application. IT teams can quickly fix the error and prevent customers/employees from discovering it. With proactive application monitoring, customers and employees might not even know about an IT incident/error.

Separating insights from noise

A DEM platform will monitor experiences across different touchpoints/channels. The size of the generated telemetry data will be huge. A DEM platform might generate alarms at frequent intervals. Not every alarm means there is an issue with the digital customer experience. Organizations are having a hard time separating insights from the noise generated by DEM platforms. IT teams cannot waste their time acknowledging false alarms when real issues are hampering service reliability.

With proactive application monitoring powered by an AIOps platform, enterprises don’t have to worry about noise. AIOps-led solutions are excellent at data analysis and separate noise from insights. An AIOps-led solution will do it without any external support from the employees. IT teams will have access to actionable insights for fixing digital experience issues. Invest in a reliable DEM solution right away!

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