Welcome!

Blog Feed Post

Customer complaint resolution in today’s digital multi-channel world!

I have seen many companies struggle to find out what issues may be driving customer complaints when they come in to a support or service center, and today’s digital multi-channel strategies do not make it easier. With customer complaints, the following question always surfaces: Is the complaint because of a technical issues or is it something else? To get visibility into technical issues many companies have tried web session recording and replay tools. But these solutions lack the ability to capture all customer visits due to numerous reasons, including overhead on the application. With these tools, capturing the online journey of a specific customer with a complaint is usually pure luck.

They are also unable to cover all the digital channels that a company uses, including mobile apps, store kiosks, airline self-service check-in counters, and more. To obtain better insight, companies have also integrated feedback loops into their apps, but are not always successful with them. And, in addition to having everything in a separate tool, the best way to determine how to work together with the IT team — who must solve the issue — is usually left open!

Isn’t there an easier way to gain insight into customer journeys, no matter which digital channel a user comes through? From my experience, in order to get customer complaint resolution “done right” in today’s multi-channel environment, you must have the following:

  1. Chance to quickly find and see the user journeys
  2. See quickly if there were technical issues occurring during the session
  3. The user navigation path, the errors occurring alongside this path, and the resulting performance degradation
  4. Having the technical details available to developers and operators to make them actionable

Here is what I found to be most useful – Real User Monitoring across the digital channels, with technical depth as well as the non-technical view on individual users, for support and marketing audiences to understand why users are complaining. Luckily, I can work with great people together and we solved the issue! The screenshots below give you concise insight on what is possible today with Real User Monitoring when working to solve customer complaints.

Step 1: Identify the user who is in need!

Identifying users via user tags, location, app usage or other indicators needs to be simple and easy-to-use for everyone in the company. Having the result available quickly, particularly if the complaining user is still interacting with your application, can be crucial to determining if you’ll be able to win back the customer or lose them, possibly forever.

Finding the user with a bad digital experience in the multi-channel world of today

Step 2: Learn about his journeys across your channels!

It is not only critical to identify the user but to also see each session they had on different applications, different devices, and also from different locations. Determining session length and the number of interactions occurring during this time, are all key to developing a clear understanding of the user frustration and pinpointing the customer complaint session.

Unique visitor with multiple session across the different channels

Step 3: See where they failed on their way to conversion!

As seen in the below example, not being able to use the datepicker when trying to book a journey is quite a challenge. Trying it manually without the date picker (which does the date formatting for the user) can be a big challenge when considering all the date formats used around the world. The example shows how a simple JavaScript Error can stop your customer from moving forward on the conversion path, and lead to a complaint.

Customer complaint session with JavaScript error on the way to conversion

Step 4: Collaborate with IT using context information to fix the issue!

We frequently write about technical issues bringing down applications/channels. The example below shows how a third-party JavaScript caused a big impact, not only on the single complaining user but also on the entire site causing more than 100 errors per minute!

JavaScript errors impacting application for Firefox users.
JavaScript error with stack trace.
JavaScript error impacting overall application health.

Conclusion

Today, people are using more channels than ever to communicate with you, but are you ready to react appropriately when something goes wrong? The digital changes in the past have not stopped the evolution of monitoring solutions. They have — for better or worse — pushed them to become more capable. Not too long ago IT started with Application Performance Management (APM), but today it is not only about actionable insight for IT, it is about applying user-centric data to assist entire companies in effectively growing the business.

Welcome to the World of Digital Performance Management! Want to get started? Check out this!

The post Customer complaint resolution in today’s digital multi-channel world! appeared first on Dynatrace blog – monitoring redefined.

Read the original blog entry...

More Stories By Klaus Enzenhofer

Klaus Enzenhofer has several years of experience and expertise in the field of Web Performance Optimization and User Experience Management. He works as Technical Strategist in the Center of Excellence Team at dynaTrace Software. In this role he influences the development of the dynaTrace Application Performance Management Solution and the Web Performance Optimization Tool dynaTrace AJAX Edition. He mainly gathered his experience in web and performance by developing and running large-scale web portals at Tiscover GmbH.

Latest Stories
Information technology (IT) advances are transforming the way we innovate in business, thereby disrupting the old guard and their predictable status-quo. It’s creating global market turbulence. Industries are converging, and new opportunities and threats are emerging, like never before. So, how are savvy chief information officers (CIOs) leading this transition? Back in 2015, the IBM Institute for Business Value conducted a market study that included the findings from over 1,800 CIO interviews ...
Virtualization over the past years has become a key strategy for IT to acquire multi-tenancy, increase utilization, develop elasticity and improve security. And virtual machines (VMs) are quickly becoming a main vehicle for developing and deploying applications. The introduction of containers seems to be bringing another and perhaps overlapped solution for achieving the same above-mentioned benefits. Are a container and a virtual machine fundamentally the same or different? And how? Is one techn...
DevOps is often described as a combination of technology and culture. Without both, DevOps isn't complete. However, applying the culture to outdated technology is a recipe for disaster; as response times grow and connections between teams are delayed by technology, the culture will die. A Nutanix Enterprise Cloud has many benefits that provide the needed base for a true DevOps paradigm.
What sort of WebRTC based applications can we expect to see over the next year and beyond? One way to predict development trends is to see what sorts of applications startups are building. In his session at @ThingsExpo, Arin Sime, founder of WebRTC.ventures, will discuss the current and likely future trends in WebRTC application development based on real requests for custom applications from real customers, as well as other public sources of information,
As businesses adopt functionalities in cloud computing, it’s imperative that IT operations consistently ensure cloud systems work correctly – all of the time, and to their best capabilities. In his session at @BigDataExpo, Bernd Harzog, CEO and founder of OpsDataStore, will present an industry answer to the common question, “Are you running IT operations as efficiently and as cost effectively as you need to?” He will expound on the industry issues he frequently came up against as an analyst, and...
Keeping pace with advancements in software delivery processes and tooling is taxing even for the most proficient organizations. Point tools, platforms, open source and the increasing adoption of private and public cloud services requires strong engineering rigor - all in the face of developer demands to use the tools of choice. As Agile has settled in as a mainstream practice, now DevOps has emerged as the next wave to improve software delivery speed and output. To make DevOps work, organization...
ChatOps is an emerging topic that has led to the wide availability of integrations between group chat and various other tools/platforms. Currently, HipChat is an extremely powerful collaboration platform due to the various ChatOps integrations that are available. However, DevOps automation can involve orchestration and complex workflows. In his session at @DevOpsSummit at 20th Cloud Expo, Himanshu Chhetri, CTO at Addteq, will cover practical examples and use cases such as self-provisioning infra...
The financial services market is one of the most data-driven industries in the world, yet it’s bogged down by legacy CPU technologies that simply can’t keep up with the task of querying and visualizing billions of records. In his session at 20th Cloud Expo, Jared Parker, Director of Financial Services at Kinetica, will discuss how the advent of advanced in-database analytics on the GPU makes it possible to run sophisticated data science workloads on the same database that is housing the rich inf...
For organizations that have amassed large sums of software complexity, taking a microservices approach is the first step toward DevOps and continuous improvement / development. Integrating system-level analysis with microservices makes it easier to change and add functionality to applications at any time without the increase of risk. Before you start big transformation projects or a cloud migration, make sure these changes won’t take down your entire organization.
Apache Hadoop is emerging as a distributed platform for handling large and fast incoming streams of data. Predictive maintenance, supply chain optimization, and Internet-of-Things analysis are examples where Hadoop provides the scalable storage, processing, and analytics platform to gain meaningful insights from granular data that is typically only valuable from a large-scale, aggregate view. One architecture useful for capturing and analyzing streaming data is the Lambda Architecture, represent...
My team embarked on building a data lake for our sales and marketing data to better understand customer journeys. This required building a hybrid data pipeline to connect our cloud CRM with the new Hadoop Data Lake. One challenge is that IT was not in a position to provide support until we proved value and marketing did not have the experience, so we embarked on the journey ourselves within the product marketing team for our line of business within Progress. In his session at @BigDataExpo, Sum...
Things are changing so quickly in IoT that it would take a wizard to predict which ecosystem will gain the most traction. In order for IoT to reach its potential, smart devices must be able to work together. Today, there are a slew of interoperability standards being promoted by big names to make this happen: HomeKit, Brillo and Alljoyn. In his session at @ThingsExpo, Adam Justice, vice president and general manager of Grid Connect, will review what happens when smart devices don’t work togethe...
SYS-CON Events announced today that Ocean9will exhibit at SYS-CON's 20th International Cloud Expo®, which will take place on June 6-8, 2017, at the Javits Center in New York City, NY. Ocean9 provides cloud services for Backup, Disaster Recovery (DRaaS) and instant Innovation, and redefines enterprise infrastructure with its cloud native subscription offerings for mission critical SAP workloads.
In his session at @ThingsExpo, Eric Lachapelle, CEO of the Professional Evaluation and Certification Board (PECB), will provide an overview of various initiatives to certifiy the security of connected devices and future trends in ensuring public trust of IoT. Eric Lachapelle is the Chief Executive Officer of the Professional Evaluation and Certification Board (PECB), an international certification body. His role is to help companies and individuals to achieve professional, accredited and worldw...
Adding public cloud resources to an existing application can be a daunting process. The tools that you currently use to manage the software and hardware outside the cloud aren’t always the best tools to efficiently grow into the cloud. All of the major configuration management tools have cloud orchestration plugins that can be leveraged, but there are also cloud-native tools that can dramatically improve the efficiency of managing your application lifecycle.