In this era of modernization, companies extend their services via digital platforms. Websites, mobile applications, in-store kiosks, and many other digital channels/devices help companies interact with customers. What happens when these digital channels are in an unresponsive state? The customers will have a poor digital experience on the digital channels. As a result, they might even fail to interact with the brand. Gone are the days when customers were willing to physically interact with a brand. Since customers have many options, they will switch to another brand with better digital channels. For the same reason, maintaining the service availability of digital channels is a must in today’s age.
Enterprises must always monitor the experiences of customers/end-users. Only then, they will know the issues that frustrate them. These issues could be anything, from a speed bump to a site crash. With Digital Experience Monitoring (DEM), the concerned IT teams know how customers feel after interacting with their services. They can fix the common issues faced by the customers to offer them a better experience. By doing so, an enterprise will retain more customers. By fixing common issues, an enterprise will also maintain service availability standards.
DEM is not only concerned with the digital experiences of end-users. It is also concerned with how users interact with the technology within the organization. It means the employees must also have a better digital experience. Once the employees consider technology as their friend, they can work to boost the organization’s service availability. One can say that DEM is concerned with anyone interacting with enterprise applications. The user can also be a synthetic one created by the IT teams for testing application performance.
In the past few years, the number of digital channels has increased. Age-old DEM solutions can’t handle such complex digital channels. As a result, enterprises are looking to introduce new-age solutions for digital experience monitoring. The use of AI is increasing in the field of digital experience monitoring. Let us see how AI enriches the entire DEM process.
Monitoring digital experience across multiple channels with AI-led solutions
Without a doubt, the number of digital channels has increased. A few years back, enterprises only extended mobile applications or websites for customers. In 2023, companies offer in-store kiosks for customers to interact with. They also offer desktop applications for customers to avail of their services. Traditional DEM tools cannot monitor the end-user experiences across all channels. Since customers are using multiple channels, an enterprise cannot ignore a few of them. The goal is to offer the best digital experience on every channel. You can see the technological revolution around you. Some brands are now using virtual and augmented reality solutions to interact with customers. Age-old DEM tools are no match considering the pace of the technological revolution.
When digital channels for customers have evolved, there is a need to use new-age DEM solutions. AI can help develop DEM solutions that can keep an eye on every digital channel. AI-led DEM solutions will not count on human support to perform their duties. An AI-led DEM tool will monitor every customer interaction, irrespective of the complexity of the digital platform. Also, the increase in the number of digital channels is no issue for an AI-led DEM tool. It will continue to keep an eye on all digital customer interactions without any human interaction. You only have to think of a database to store the generated telemetry data.
Smart content delivery with AI
DEM is not only concerned with application performance monitoring. It focuses on everything that can increase the digital experience for end-users. It includes providing customers with the digital content they prefer. When the customers prefer brand videos, provide them with brand videos. However, the problem is with identifying the interests of the customers. Traditional DEM tools cannot move beyond monitoring and fail badly at data analytics. There is a need to monitor what the customer prefers to watch/read on a digital channel. Content delivery and orchestration must always be done according to the customer’s interests.
AI technology can help enterprises identify the interests of their customers. AI algorithms also help with data analytics, thus filtering the top demands of customers. Once you know the interests, the content curation process will be automated with an AI-led solution. Content classification, tagging, and other processes will be automated with an AI-led solution. Based on the interests of each customer, personalized content will be delivered without delay. When customers get what they demand, the digital experience will get better.
Why do IT teams fail to enhance the digital experience with traditional tools? The biggest reason is the lack of data experience in analytics. An AI-led DEM solution will provide high-end metrics. These metrics will help IT teams understand the exact issue faced by customers. For example, AI-led tools will perform extensive application performance monitoring. It will then generate the response time, loading time, service reliability, and other metrics. These metrics will be generated at frequent intervals, thus helping IT teams understand the underlying problem.
Let us say an AI-led DEM tool reports that the loading time of the organization’s website has increased. Now the IT teams know that they must take measures to decrease the loading time of the website. New-age DEM tools can generate hundreds of metrics that help IT teams understand every aspect of user experience. The best part is that IT teams do not have to indulge in the data analysis part. The AI-led tool will perform data analytics operations and generate the required metrics.
AIOps: the new-age solution for DEM
AIOps (Artificial Intelligence for IT Operations) is the right technology for enhancing DEM operations. AIOps platforms can monitor digital experiences across different devices and channels. They can also perform data operations and generate high-end insights. IT teams will have access to actionable insights for fixing any IT incident and increasing service availability. Overall, the time taken to fix IT incidents will reduce drastically with AIOps. Start using AIOps platforms for DEM operations now!