Businesses in the lead are starting to track the entire customer experience at fairly granular levels“Companies are realizing that operational metrics of app performance are becoming more integral to designing and managing an effective customer experience,” said James Walker, global head of analytics at London-based OC&C Strategy Consultants, in the study. “Businesses in the lead are starting to track the entire customer experience at fairly granular levels.
Given the critical importance of the consumer experience, however, it's surprising that the majority of respondents—leaders, followers and laggards alike—are not taking more aggressive steps to measuring the performance of applications along the customer journey. The study found, for instance, that many companies measure the repeat use rate of apps and the number of monthly and daily users, but few track performance stats such as app failure rates.
"These measures—like app crashes and time from app request to page load—may appear to be only back-office metrics, but they actually tie directly to the overall customer experience and impact whether customers will return or defect to a competitor," the study noted.IKEA has a strong e-commerce operation that makes good use of real-time analytics.
So how does IKEA know when app operational issues fall outside normal ranges and are contributing to, say, a decline in customer conversion rates? It uses machine learning, the study notes. Algorithms measure and learn what constitutes"normal" for each app's performance.When it comes to extracting insight from application performance metrics to enhance customer loyalty, companies have a lot of work to do.
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