Although IT services can look good from an IT perspective, end-users can still experience it as ‘slow’, and have a negative digital experience. This in turn, negatively impacts business outcome, as employees will be less productive, consumers will visit the competitors’ webshop and overall satisfaction with your brand drops with all dire consequences. By monitoring the complete digital experience of your end-users, you can get (back) in control.
Gartner published a research report on this topic: “Market Guide for Digital Experience Monitoring”. It provides a clear view on current challenges, an analysis of the market and an overview of tool evolution.
Digital experience monitoring (DEM)
In the report Gartner defines DEM technologies as “technologies that monitor the availability, performance and quality of the experience of an end user or digital agent receives as they interact with an application and the supporting infrastructure.” Without DEM technology, and thus without factual insights, you are not able to steer your teams and partners and optimize your complex IT landscape to create meaningful business impact.
Three technical pillars
Under the DEM umbrella, three pillars are defined:
|Real user monitoring (RUM)||Endpoint monitoring (EP)||Synthetic transaction monitoring (STM)|
|Real user monitoring measures the user experience from the perspective of the application (for example, at a web application level). It monitors actual users and their actions.||Endpoint monitoring (EP) technologies provide visibility into end-user devices, even if these are remote. It helps ensuring an optimal employee experience and managing the digital workspace.||Synthetic transaction monitoring (STM) technologies have been around for decades, helping organizations proactively test and monitor services, such as SaaS. You can identify and fix bottlenecks before they have impact.|
Recommendations from the report are to:
- Gain visibility into remote worker user experience by deploying endpoint monitoring technologies from the user device perspective.
- Monitor the omnichannel user journey across application by expanding the use of data sources that contain user experience metrics, such as CRM systems and social media platforms.
- Extract business insights from their monitoring tools by deploying DEM technologies in the context of monitoring “North Star” business metrics, such as orders per minute or conversion rates, instead of infrastructure-centric metrics only.
Lead the way
Gartner predicts that by 2025, 70% of digital business initiatives will require I&O to report on the business metrics from digital experience, up from less than 15% today. Sentia is keen to make sure you are well-equipped to do so!
Market Guide for Digital Experience Monitoring, published 25 August 2020, by analysts Federico De Silva, Charley Rich, Josh Chessman.
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