Technology Inc. is a business selling goods in both stores and online. Online sales are going up and down, but a distinct trend shows that a growing number of customers are leaving the online store with full shopping carts without completing their purchase. The decision makers in the business are unsure of the cause and are worried about the consequence this will have. A conversation with the sales department, marketing department and customer journey department offers no clear answer. “There may be something about the interface that is unclear or unappealing?” wonders the departments. “Maybe the cost of the shipping is the straw that broke the camel’s back, causing the customers to not want to purchase anything after all`?” asks the sales department? The company undertakes a complete interface analysis to change the design at checkout and reduces the free shipping limit. With the new design and more free shipping, they sadly discover that the negative trend persists.
What the decision makers and the other departments of the business were unaware of was that the shopping cart and check-out website spent over 20 seconds loading for customers usinng an older mobile network, due to a poorly optimized object on the website. An IT monitoring tool running in the IT department has picked up all the necessary information to come to this conclusion, but the data was left lying in a barely used system that wasn’t shared with anyone outside the IT department. The value this insight could have given the business is significant. They could have saved a ton of time and resources not exploring unrealistic assumptions, and they could have rectified the error and stopped the negative trend.
For a long time, organizations have been characterized by working in silos, where the insights and communication necessary to make the right decisions do not flow well enough between departments. In recent years, by contrast, the spotlight has been aimed at not working in silos, and many businesses have done a great job of getting departments to talk together. While there is now good communication between e.g. the marketing department, sales department and call centre, the IT operational side of the business is often still left to operate in a silo. This even though problems on the website, on the product or other IT owned processes can have a major impact on corporate services and customers.
While businesses go through the digital transformation, the number of users of company applications and web pages will continue to increase, and each user will have their own unique user experience. Today’s tools for measuring user experiences are good at identifying where a user falls off but offer little insight into why.
IT monitoring tools gather information about users’ behaviour and experiences when using web pages or other applications, and measure performance, failure situations, and more in the systems themselves. These tools are designed to ensure stable IT operation and the information can be presented in dashboards or reports designed for people with significant technical expertise. IT is currently a vital part for the production and sale of products and services in most organizations. Luckily most of these organizations have started utilizing some form of IT monitoring tools.
Decision makers want to know that the choices they make in relation to their IT solutions add value to the business. They also need to follow up on error incidents, make improvements and prevent their own customers and employees from becoming dissatisfied and/or not buying the products.
We at BRIVO have a desire to unite the IT operational side of businesses with the decision makers. By adopting IT monitoring tools and combining them with other sources of data and insights, we can present businesses with a comprehensive picture of their company. This will cause businesses to gain new insights of the actual user experience, which in turn brings new strategic benefits to the business.
By including data from IT monitoring tools, we will be able to provide system owners with better insight so they can uncover why users experience problems where they do, regardless of whether the reason is technical or whether it’s poor useability. We will be able to empower businesses to delve into each user’s experience when needed.
Furthermore, we want not only to give businesses access to this data, but to deliver the insights themselves, the call to actions and predictions of future events. We can achieve this by using analytical methods, machine learning and artificial intelligence. We shall deliver an understandable artificial intelligence, which is not supposed to be a mysterious entity that only the experts should understand, something that everyone in the organisation should be able to understand and trust. The process of retrieving data, analysing it, and presenting solutions should be automated so that business efficiency can be increased, and costs saved. By using historical data, what is most likely going to happen in the near future is predicted so that the business is given the opportunity to plan accordingly.
The hypothetical scenario described at the beginning of this article is not unique, and the challenges one can experience are many. The solution presented above is an idea we are continually working on and developing further. We are constantly open to collaboration with potential partners and businesses.
If you want to make use of the opportunities available in IT operational data and would like to discuss the possibility of developing the project further or testing a pilot, do not hesitate to get in touch.
Keep an eye on brivo.no to hear more about this topic, or other exciting opportunities in the future.