Let's review a little misunderstanding our friends in IT (Development, Operations) and on the Business (Customer Service, Product, Marketing, Leadership) side have on the topic of Customer Experience (CX) analytics.

1. Ryan Bateman, Dir Marketing & Digital Performance
Utilize a Disruptive Analytics
Approach to Deliver Great
Digital Experiences

2. 1. Businesses must deliver great
customer experiences to survive.
2. Businesses need the right
customer experience metrics to
make accurate decisions.
3. Businesses need to collaborate
internally to succeed.
Ask yourself  what do we know to be true in the future?
Side note: Check out Daniel Burrus’ work on hard
trends for help predicting the future.

3. So, how does the Biz-IT relationship work?
CDO/Dir Digital/Marketing
Manager/Customer
Support
IT Operations
Manager/Dev
Bro, we agree the customer is the
most important thing. Let’s measure
their experience to we can make it
better!
Jinx!
Double Jinx!
Bro, we agree the customer is the
most important thing. Let’s measure
their experience to we can make it
better!
Jinx!
Double Jinx!

4. How the Biz-IT relationship works today
CDO/Dir Digital/Marketing
Manager/Customer
Support
IT Operations
Manager/Dev
My customer surveys indicate…
My focus groups tell me…
My web/behavioral analytics say…
According to Twitter…
John Doe on the phone says…
A/B test results indicate…
That’s nice. What the hell am I
supposed to do with this
information?

5. How the Biz-IT relationship works today
CDO/Dir Digital/Marketing
Manager/Customer
Support
IT Operations
Manager/Dev
Are you speaking English?
Is that good?
System response times are…
Utilization rates are…
Conversion rates appear to be…
Our release schedule includes…
MTTR on tickets is…

6. Both groups care about CX but have different definitions
•IT & Line of Business are divided
houses
•BOTH sides of the house want to
meet these digital & highly
connected customer demands but
they do it in silos.
Voice of Customer
Data
Behavioral
Analysis
Social Sentiment
Heat-maps
Eye-tracking
Focus groups
Etc…
System health
MTTR
TTFB
Load time
SDLC
Latency
Sprint
deliverables
Releases
Etc…
BUSINESSSILO
ITSILO
DELIVERED
EXPERIENCE
PERCEIVED
EXPERIENCE

7. Why is the Customer the only one touched by this
whole process?
CX Supporting Systems – Data Collection points
IT group ownershipBusiness group ownership
Application
Code
Public and
Private Cloud
CDNs
Web APIs
Users and Devices Internet
Applications &
Code
Data Center &
NetworksVoice of CustomerWeb Analytics
Surveys
Social or Support
Account Status
Shopping
cart
Journey
map
BehaviorCRM

8. The Intersection of Industries
CX ITOMAPM
CX = Customer Experience
DPM = Digital Performance Management
APM = Application Performance Management
ITOM = IT Operations Management
DPM

9. Confidential, Dynatrace LLC
“I&O pros focus on technology performance and availability
while developers monitor for efficient transaction navigation;
marketers monitor page visits; […]
No one sees the big picture”

10. Unite these
groups with
context!
Gain
strategic
insights
Increase
conversions
& revenue
Improve
MTTR &
MTBF
Optimize
spend
Deliver on
user sat &
SLAs
Improve
release
quality
Reduce
unplanned
work
Release
capabilities
faster
Keep up with the
pace of change
Uncover new business
insights
Identify and prevent
problems
Protect &
grow brand
Digital
Business
Owner
Development Operations
Unified
User & App
Insights
Increased sales
and engagement
Operational
excellence
Accelerate
innovation
Unified
User & App
Insights
Unified
cust & app
insights

11. Unite these
groups with
context!
Gain
strategic
insights
Increase
conversions
& revenue
Improve
MTTR &
MTBF
Optimize
spend
Deliver on
user sat &
SLAs
Improve
release
quality
Reduce
unplanned
work
Release
capabilities
faster
Keep up with the
pace of change
Uncover new business
insights
Identify and prevent
problems
Protect &
grow brand
Digital
Business
Owner
Development Operations
Unified
User & App
Insights
Increased sales
and engagement
Operational
excellence
Accelerate
innovation
Unified
User & App
Insights
Unified
cust & app
insights

12. Developer
Developer
Marketer
CEO
App Owner
Operations
Product
Collaboration across Biz, Dev, Ops

13. DEC – Includes context for everyone
Confidential, Dynatrace LLC
Investigate customer
experiences
Drill into system
health
Analysis of top
revenue generating
pages

14. Confidential, Dynatrace LLC
Let’s see how we can help
create & deliver better CX!

15. Confidential, Dynatrace LLC
Narrow your results with
filters or search.

16. Confidential, Dynatrace LLC
Uh oh, Rajesh has been
busy & things don’t look
good.

17. Confidential, Dynatrace LLC
This info might be useful
for IT to initiate a war
room & help but…
What if we had more information about Rajesh’s visit behavior, his account status, marketing campaigns he’s
interacted with, who owns the account and more!

18. Confidential, Dynatrace LLC
CRITICAL account context
from a 3rd party source.
Interaction details broken
down by experience.

19. Confidential, Dynatrace LLC
Make decisions with confidence
knowing WHO your users are & HOW
they experienced your app.
Have Michelle reach out proactively
Share with IT for a fix
Address this order directly now

20. Confidential, Dynatrace LLC
Ops & Dev do what they do best,
find the source of the problem & fix
it.

21. Thanks Bros & Broettes! Thanks Bros & Broettes!

22. Questions?
@ryanbateman
ryan.bateman@dynatrace.com
http://cxblog.dynatrace.com
(please no laser eye inquiries)

23. Confidential, Dynatrace LLC