Customer experience is one of the most important aspects of doing business today, and it’s important to continuously monitor and improve your company’s ability to deliver excellent and unique services. Instead of trying to guess how your customers are feeling, digital experience monitoring tools allow you to see what they are thinking and doing at every touchpoint of your business.
By tracking user behaviors across multiple channels, brands can capture more insights than ever before — from how people search for products or services online to purchasing habits. By monitoring customer experiences holistically, businesses can discover where improvements are needed and act quickly to implement positive changes.
Also read: What is Digital Experience Monitoring?
Types of DEM Tools
An array of circumstances, not all of which are under your control, can lead to a frustrating user encounter. The limitations of a user’s device or browser, or a local problem in the cloud, are all reasons for glitches. A DEM will help you understand why an issue exists before resources can be provided to the users. DEM tools can help to identify problems and provide remedies.
- Synthetic Transaction Monitoring (STM). STM is a type of application performance monitoring that replicates actual user behavior in order to capture particular data. Diagnose reported issues with your website or proactively detect problems before deploying your web app into production.
- Real User Monitoring. Sometimes referred to as RUM, is a monitoring system that examines how visitors interact with websites and applications. Real User Monitoring examines every page load, HTTP request, and front-end program crash.
Using DEM To Make Better Business Decisions
The key to effectively managing change in an increasingly complex business environment is taking steps ahead of time to prepare for it. That’s where digital experience monitoring (DEM) comes in. Effective DEM programs adapt to changing customer behavior, allowing an organization to make changes based on real-time insight gained from customer interactions, essentially acting as a bridge connecting customers with their brands across all channels. By keeping track of website performance throughout customer experiences, organizations gain deep insight into consumer sentiment that goes beyond product satisfaction.
Utilizing DEM To Gain Insights
To ensure your customers are satisfied with their digital experience, you need to have monitoring strategies in place that can deliver insights into their online behavior. Successfully implementing a robust digital experience monitoring strategy helps keep businesses focused on what matters most: customers. Here are five reasons why you should develop a digital experience monitoring strategy for your company.
Customer experience is an extension of brand strategy
Customer expectations don’t stop at traditional interaction points anymore; they also occur digitally. Having effective customer experience strategies in place will protect your brand reputation and improve customer loyalty.
Attract more customers
When people buy products based solely on positive reviews, having excellent customer satisfaction can help companies grow exponentially. If you aren’t paying close attention to your market presence online, there’s a good chance you aren’t doing enough to attract new customers. Analyzing comments made about your products or services allows you to make real-time adjustments based on current feedback trends. This ensures prospective customers feel compelled to come back repeatedly due to positive interactions each time they do business with your company.
Make sales better
Understanding how customers view your company after spending time online is vital for maintaining consistent sales revenue. A sudden decrease in favorable reviews posted about your business could signal trouble ahead, so pay close attention to rating changes over time. By tracking consumer opinions shared through digital channels, you can learn how best to reduce negative responses and convert detractors into happy clients who spend money regularly with your organization.
Create winning customer experiences
Today’s consumers are tech-savvy and accustomed to getting what they want instantly through their mobile devices, which means you need to adapt quickly or risk falling behind on what matters most. Customer satisfaction levels. The sooner you adapt, the better your chances of long-term success will be.
Measure and refine
When analyzing data to find ways to improve customer experience, it’s important to measure and refine frequently to avoid falling into a habit of changing things for change’s sake. This goes back to knowing what questions you don’t have answers for — figuring out your known unknowns is crucial for success. If you aren’t monitoring your social media channels regularly, you could be missing key information that would help guide your brand in a positive direction.
DEM Strategies For Business
A digital experience monitoring strategy is imperative to ensure that every customer touchpoint is monitored, analyzed, and delivered consistently. This strategy involves installing performance-monitoring tools at every major stage of your customer journey, so you can create more relevant experiences with each interaction. You can improve their loyalty by leveraging rich data, which you can use to anticipate your customers’ needs and give them what they want before they even know they want it.
Analyze real-time data quickly
Most businesses focus on delivering great experiences. However, it is difficult to maintain high quality over time without regular improvements based on feedback from both internal employees and external customers. By analyzing all of your data — online reviews, transactional information, contact center logs — you will be able to uncover insights about specific areas or systems where potential problems might occur, giving you time to address issues before they affect your overall business reputation or revenues.
Improve interactions by personalizing content
Content personalization has become an important aspect of successful marketing efforts. From product recommendations to lead nurturing emails, to dynamic pricing schemes in eCommerce stores — there are many places where well-thought-out personalized messaging makes a big difference. Make sure you have processes for tracking how effectively different types of content perform in terms of engagement and conversion, so you can identify when adjustments should be made to optimize revenue production through interactions with your digital properties.
Also read: How Your Customers Help Guide Your Product Messaging
Monitor user behavior and run AB tests
There is no better source of insight into what visitors do on your website than watching them in action. Tracking actions, mouse movements, and other navigational paths through detailed reports of users. While adding additional steps to help people find their way around could cause friction for some, you could potentially decrease bounce rates while providing an enhanced customer experience.
Leverage customer data
Analytics gives you access to all kinds of interesting and insightful information about your target market, but there’s more to knowing your audience than just demographics. In addition to getting smarter about trends in your marketplace, you’ll also get more understanding of how your customers interact with you. That extra knowledge of individual preferences and habits is likely going to be a competitive advantage in any industry. So making sure analytics is part of your media mix is a wise choice.
Harness social media analytics
Social media offers unparalleled opportunities for companies to build brand awareness, engage with customers and listen to what they say about their brand experience (good or bad). The ability to collect data about social activities means companies can learn exactly what consumers want.
Benefits of Successful DEM Implementation
The benefits of a successful digital experience monitoring strategy include a better understanding of visitor behavior and expectations, thus creating a stronger foundation for establishing clear goals and objectives. Knowing what people want from your website allows you to make changes to fulfill visitor expectations. This helps increase customer loyalty, which ultimately leads to improved retention rates, improved ROI (return on investment), and greater success for your business and brand.
Read next: Powering Digital Transformation with Customer Data Platforms