This is Part Two of a four-part series on ‘A Day in the Life of Tech Torment’
Chapter 2: Time is Money (and Brand Loyalty)
In our previous blog, we met Sooraya, her digital lifestyle, and the challenges that came with maintaining the applications that streamlined everything from her banking to her groceries and daily schedules. That challenge of providing a fast and reliable online experience for end users is a critical one that needs to be met as digital transformation continues to reshape how people conduct business and meet day-to-day needs. Customer expectations keep changing dynamically, and companies must meet those demands or risk redundancy.
Slow load times mean lost sales, reduced customer engagement, lower conversion rates, higher bounce rates, and, most importantly, poor business outcomes and missed KPIs. Companies need strategies for identifying performance problems before they affect customers, and for observing the actual user experience.
“Mom, they’ll be here in five minutes!”
“I heard you the first time, sweetie,” says Sooraya as she checks herself in the mirror. It’s her son’s first soccer match this afternoon and he’s bouncing off the walls in anticipation. Sooraya agreed to carpool a number of the other kids to the match, but as she glances in the mirror a thought occurs to her.
The local department store has a nice selection of fashion-forward hijabs and Sooraya already has a nice collection. Still, she thinks to herself, it would be fun to have a hijab in her son’s squad colors. If she’s going to be a suburban soccer mom she’s going to go all out. And if the department store has the right colors, she should have time to swing by and pick one up.
Her plan hits a snag when she jumps online to check the instore collection. “C’mon, c’mon,” she mutters as the page loads at a glacial pace. The front page finally loads but after clicking the accessories link she sits in front of the computer for another agonizing minute. The hijabs simply do not want to display.
“Mom, they’re here, let’s go!” comes her son’s voice from the door.
Sooraya sighs. It was a nice thought but there’s no point in running to the store if she doesn’t know if they have what she needs. Maybe next time….
Sooraya’s local department store lost a sale because they weren’t able to provide fast and reliable service when it mattered most. This is why it’s not enough for a company to simply remedy negative impact events when they occur. Using an application intelligence platform can anticipate and mitigate events proactively before they affect users.
If the department store had utilized synthetic monitoring, they may have been able to quickly identify and resolve whatever issue was causing the delay before it resulted in Sooraya’s lost sale. By proactively testing upgrades or third-party functions before launch, synthetic monitoring provides a continuous and consistent stream of information on the functionality of a digital vendor. Comparing rates of service to competitors allows companies to stay ahead of the game and funnel customers towards themselves from competitors who do not meet the highest standard.
The combination of front-end client data that synthetic monitoring provides with back-end monitoring using business transactions (BT) allows the application intelligence platform to tag and trace interactions allowing a quick drill down into every line of code in an application that gets executed in order to create a response that serves the purpose of delivering the expected functionality or content. Tagging and tracing every request from end-to-end in a business transaction helps companies see where the root cause of a problem is, act quickly or automatically to remediate the issue, and know how performance affects their business outcomes. End-user monitoring uses synthetic tests to generate full end-to-end BTs creating an early warning mechanism.
Sooraya’s negative online experience demonstrates why it’s not enough to simply resolve issues after they occur. Synthetic monitoring focuses on addressing and resolving issues before they affect users. The next time Sooraya needs a hijab in five minutes, synthetic monitoring will allow her department store to manage and ensure that she’ll be able to find what she needs with time to spare.