Application Loyalty is the New Brand Loyalty as
Consumers Demand a Flawless Digital Customer Experience
October 15, 2019 - AppDynamics, a Cisco company and the world’s
largest and fastest growing APM vendor, today released the latest
report in its App Attention Index research series, revealing the
emergence of ‘The Era of The Digital Reflex’ - a seismic shift in
the way consumers interact and engage with digital services and
applications. The global study, which examines consumers’ reliance
on applications and digital services, also identified how these
digital dependencies impact consumers’ expectations of the
businesses and brands they engage with, their increasing
intolerance of performance problems and the urgency with which
brands must take action in order to remain relevant and competitive
in a world where application loyalty is the new brand loyalty.
Growing Reliance on Applications and Digital Services
Modern technology has transformed the way we live, work and
play, making digital experiences a fundamental part of everyday
life. However, many consumers are unaware of how much their use of
digital services has evolved. While the average person estimates
that they use seven digital services each day, in fact they are
using more than 30 digital services on a daily basis1. While 68
percent2 recognize they use many more digital services than they
are consciously aware of, they also acknowledge the positive impact
digital services have on many aspects of their daily lives.
- 70%3 say digital services have helped reduce stress.
- 68%4 claim digital services have improved their productivity at
home and work, an increase from 43% in 2017.
The Era of The Digital Reflex
The use of digital services has evolved to become an unconscious
extension of human behavior - a ‘Digital Reflex.’ While consumers
used to make a conscious and deliberate decision to use a digital
service to carry out a task or activity, they now happen
spontaneously, with the majority (71%5) of consumers admitting that
digital services are so intrinsic to their daily lives that they
don’t realize how much they now rely on them. As these digital
reflexes become habitual, consumers are becoming increasingly
dependent on devices and digital services, relying on them to
complete many of their daily tasks.
- 55%6 can only go without a mobile device for up to 4 hours
before they find it difficult to manage tasks in their everyday
life.
- 61%7 admit they reach for their mobile phone before talking to
anyone else when they wake up.
Poor Digital Performance Impacts Daily Life and Buying
Decisions
The Era of the Digital Reflex sees more than three quarters of
consumers (76%8) reporting that their expectations of how well
digital services should perform are increasing, compared to only 62
percent in 2017. This marked increase in consumer expectations is
further evidenced with the majority (70%9) of respondents claiming
to be less tolerant of problems with digital services than they
were two years ago. This increasing intolerance for problems is
prompting consumers to demand a better and higher performing
digital customer experience from the brands they engage with:
- 50%10 would be willing to pay more for an organization’s
product or service if its digital services were better than a
competitor’s.
- Over the next three years, 85%11 of consumers expect to select
brands on the variety of digital services (web, mobile, connected
device, etc.) they provide.
- More than half of consumers (54%12) now place a higher value on
their digital interactions with brands over the physical ones.
Application Loyalty is the New Brand Loyalty
Businesses need to pay attention because consumers now have a
zero-tolerance policy for anything other than an easy, fast and
exceptional digital experience. The research shows that in the
event of performance issues, consumers will take decisive action
such as turning to the competition (49%13) and actively
discouraging others from using a service or brand (63%14) without
notifying the brand and giving them a chance to make
improvements.
“In The Era of the Digital Reflex, consumers will no longer
forgive or forget poor experiences. A great digital performance is
now the baseline for any business, but the real winners will be
those that consistently exceed customer expectations by delivering
a flawless experience,” said Danny Winokur, General Manager,
AppDynamics. “Cisco and AppDynamics help the world’s best companies
achieve greatness with their applications by providing critical
real-time data on application and business performance to pinpoint
bottlenecks and enable immediate action."
How Brands Can Survive in the Era of The Digital
Reflex
Many businesses are already investing heavily in digital
innovation to drive customer loyalty and revenue, but failure to
monitor the performance of those applications and digital services
puts brands at significant risk of unhappy customers, or even
losing those customers to another brand. However, there are simple
steps that brands can take to meet these challenges and in turn,
exceed increasing digital customer experience expectations:
- Focus on application performance - implementing a robust
application performance management solution enables organizations
to safeguard the performance of mission critical applications and
user experience in production.
- Align performance to business outcomes - measuring and
analyzing the performance of applications and correlating it to
business performance ensures that digital services are always
aligned to business objectives, such as customer experience and
revenue.
- Make decisions and take action based on factual insight -
delivering exemplary digital experiences requires real-time
monitoring of the full technology stack, from the customer’s device
to the back-end application to the underlying network. However,
it's critical that enterprises choose solutions that take an AIOps
approach, turning the monitoring of data into meaningful insights
quickly or automatically using machine learning and AI.
Customer Quotes:
“There’s a huge opportunity to redefine what proactive means for
businesses. Today, it’s seen by many as hoping that they spot a
problem before the customer does, or before people start
complaining on social media. Consumers today will not tolerate poor
digital performance, so businesses need to move to a model where
proactivity means identifying the issue before it evens happens.”
Arnaud van Rietschoten – Vice President IT Service Management and
Digital Workplace, the Emirates Group.
"AppDynamics brings visibility to some of the dark corners of
IT, exposing the detail in even the most challenging areas to
explore. It helps IT infrastructure teams by giving them visibility
of how everything in the IT stack is performing, whilst also being
critical for the business application owners who are focused on
developing digital services to grow revenue and improve customer
experience. Often these two teams work quite independently, until
of course there’s a performance issue and everyone is called to a
war room and starts pointing fingers at one another, trying to
ascertain where the problem (and blame!) lies. AppDynamics removes
the barrier between these teams, and provides end to end visibility
so that they can work together, quickly pinpoint anomalies,
identify the exact root cause and then collaborate to rectify the
problem before it impacts the customer." Oliver Presland, Vice
President, Global Product Management, Ensono
“Customers today expect a lot more - they want to be delighted
by every experience. As Canada’s leading retailer, Loblaw is
committed to meeting and exceeding these growing demands...We have
to shift from being a traditional retail company to a technology
company that also happens to be a retailer. It’s a big task - we
operate close to 20 different grocery banners, own one of the
country’s largest pharmacy chains and an apparel brand too! We also
operate Canada’s largest loyalty program with over 18M active users
- to put that into context, it’s close to two thirds of Canada’s
adult population. We believe passionately in the importance of
evolving the online grocery experience, and making it easier for
Canadians to do their shopping.” Hesham Fahmy, VP Technology,
Loblaw Digital
“As a business, Paychex has transformed from a payroll company
into a human capital management (HCM) company. This has meant
transforming into a technology company, too, with digital services
at the heart of how we engage with our customers. Their
expectations are increasing rapidly – they want things faster,
better and more cost effective than ever before. To meet these
expectations, we have spent the last 18 months focused on
introducing a continuous delivery and continuous improvement model,
and with it, a significant amount of automation of processes and
systems. This allows us to focus on driving innovation and enables
us to respond and react far faster to customer needs with an
improved customer experience.” Heather Fry, Director of Product
Development, Paychex
Research Methodology
The research included interviews with more than 7,000 consumers,
including 2,000 interviews in both the United States and the United
Kingdom, and 1,000 interviews within Germany, France and
Australia.
The research was conducted by Insight Avenue in March 2019.
About AppDynamics
AppDynamics is the Application Intelligence company. With
AppDynamics, enterprises have real-time insights into application
performance, user performance and business performance so they can
move faster in an increasingly sophisticated, software-driven
world. AppDynamics’ integrated suite of applications is built on
its innovative, enterprise-grade App iQ Platform that enables its
customers to make faster decisions that enhance customer engagement
and improve operational and business performance. AppDynamics is
uniquely positioned to enable enterprises to accelerate their
digital transformations by actively monitoring, analyzing and
optimizing complex application environments at scale.
AppDynamics reserves the right to change any planned features at
any time before making them generally available as well as never
making them generally available. Any buying decisions should be
made based on features that are currently generally available.
AppDynamics is a registered trademark of AppDynamics, Inc. ©
2008-2016 AppDynamics, Inc. All rights reserved. All other product
and company names herein may be trademarks of their registered
owners.
About Cisco
Cisco (NASDAQ: CSCO) is the worldwide technology leader that has
been making the Internet work since 1984. Our people, products, and
partners help society securely connect and seize tomorrow’s digital
opportunity today. Discover more at newsroom.cisco.com and follow
us on Twitter at @Cisco.
Cisco and the Cisco logo are trademarks or registered trademarks
of Cisco and/or its affiliates in the U.S. and other countries. A
listing of Cisco's trademarks can be found at
www.cisco.com/go/trademarks. Third-party trademarks mentioned are
the property of their respective owners. The use of the word
partner does not imply a partnership relationship between Cisco and
any other company.
- Source: The App Attention Index 2019
- Source: The App Attention Index 2019
- Source: The App Attention Index 2019
- Source: The App Attention Index 2019
- Source: The App Attention Index 2019
- Source: The App Attention Index 2019
- Source: The App Attention Index 2019
- Source: The App Attention Index 2019
- Source: The App Attention Index 2019
- Source: The App Attention Index 2019
- Source: The App Attention Index 2019
- Source: The App Attention Index 2019
- Source: The App Attention Index 2019
- Source: The App Attention Index 2019
View source
version on businesswire.com: https://www.businesswire.com/news/home/20191015005289/en/
Abby McAdams AppDynamics abby.mcadams@appdynamics.com
Grafico Azioni Cisco Systems (NASDAQ:CSCO)
Storico
Da Mar 2024 a Apr 2024
Grafico Azioni Cisco Systems (NASDAQ:CSCO)
Storico
Da Apr 2023 a Apr 2024