The buying habits in recent years have been distorted and the public has shown to appreciate the digital revolution, the one that allows us to open a bank account in a few minutes, at any time of the day, without having to go to the counter, or to receive assistance in the middle of the night, guided in solving the problem by a chatbot.
Accustomed as we are to technological and efficient solutions, we no longer have the time and the desire to wait even a few minutes and if a service shows some uncertainty, it is often easier to go from the competition than wait for a solution. To offer increasingly personalized and engaging experiences, companies over the years have set up complex solutions based on cloud architectures, microservices and containers, an approach that on the one hand improves the experience, from the other significantly increases the complexity of business systems .
“ When a problem is reported, the customer care team often fails to understand the cause, but must still try to solve it based on on the little information available “-explains Michael Allen, VP and EMEA CTO of Dynatrace -” If the problem is not solved successfully, the customer experience suffers even more, starting a vicious circle “.
Rethinking the KPIs to get closer to customers
In order to be closer to the needs of its customers it is essential to rethink the KPIs , the Key Performance Indicators, the indicators taken as a reference to evaluate the results of a strategy. Usually KPIs are financial or commercial but Michael suggests to define new ones, related to customer satisfaction .
“ We are used to associating the notion of KPI with the commercial or financial sphere, while they are almost never considered as behavioral metrics “- continues Michael -” With the ability to fully view customer paths, organizations can begin to define how should the ideal experience be and set a “difficulty score” for each of their web pages or apps, essentially building a scale of customer satisfaction. This scale can allow them to determine business goals aimed at decreasing the “score of difficulty “to increase the likelihood of customers completing their transaction. With this awareness, organizations can really begin to offer unrivaled digital experiences, looking for areas where customers are experiencing difficulties and improving them to maximize conversations. oni . “