Are digital leaders taking technology performance for granted? Would brick and mortar store managers take the same approach to customer experience?
Last week I was at the RAMP Advanced Commerce & Mobile Retail Services Summit where I had the chance to interact with senior digital and marketing leaders talking about various digital innovations. A great emphasis was placed on the ability of mobile and local to transform the customer experiences on mobile devices and inside the physical store. But there was absolutely no discussion on the technology performance of the various digital channels.
Mobile wallets to drive “seamless” buying experiences, hyperlocal technology to provide contextual experiences and social technology to provide personal experiences are all predicated on the underlying technologies working effectively. Subjectively all digital leaders and marketers agree that technology performance is table stakes for a solid digital commerce business.
Utility + Design + Technology Performance -> Customer Experience -> Adoption
It’s a simple equation – digital leaders can design the most beautiful design experience with the greatest utility but if it does not render properly or performs poorly then all bets are off. In this digital world where consumers are interacting with the brand multiple times to learn, research and finally buy through various digital channels – web, mobile web, and apps; every interaction counts.
Lower adoption -> Lower conversions -> Lower Sales + Diluted Brand
By looking at growing sales and increasing conversions, digital leaders are making the wrong assumption that digital experience is great. Maybe it is great at certain times for certain usage scenarios and a subset of device/browser combinations.
If your store had a broken window, which was visible to 15% of your customer, would you take action? The store manager would take immediate action to fix the broken window. Now if the products on a couple of showroom racks were not visible or the customer had to stand in line to inspect a product, would the store manager take action? In the digital world we are doing a good job of measuring the outcomes – conversions, bounce rates, sales, time spent on pages but we are doing a poor job of measuring the technology performance of the digital channels.
In the next series of articles we will investigate the dimensions of technology performance and the processes digital leaders need to put in place to manage technology performance of digital channels.
Original Author: Bharath Gowda