What is DPM? Let's take a look at the up and coming trend seen across the Customer Experience (CX) and Application Performance Management (APM) industries led by many of the top analysts and "transformation sponsors" like Chief Digital Officers, Chief Customers Officers and more.
2. 1. Businesses must deliver great
customer experiences to
survive.
2. Businesses need both
qualitative AND quantitative
customer experience metrics
to make accurate decisions.
3. Businesses need to
collaborate internally to
succeed.
Ask yourself what do we know to be true in the future?
Side note: Check out Daniel Burrus’ work on
hard trends for help predicting the future.
3. • Customers are social, mobile & global.
• Supporting modern customer demands is increasingly
complex.
Why these truths are self evident
+2 Billion
People have some form
of a social media
account.
61%
will air their frustration
on social media when
poor experience
Dynatrace survey, Dec 2014
95%
digital shoppers who
started on a smartphone
continued on a PC
Forrester, Q4 2014
4. So how is IT & Line of Business responding?
• Businesses leaders begin
“Digital Transformation” efforts
• IT groups begin their “IT
Transformation”
• BOTH sides of the house want
to meet these digital & highly
connected customer demands
but they do it in silos.
Voice of
Customer Data
Behavioral
Analysis
Social
Sentiment
Heat-maps
Eye-tracking
Focus groups
Etc…
System health
MTTR
TTFB
Load time
SDLC
Latency
Sprint
deliverables
Releases
Etc…
5. • DPM is customer experience analytics with context.
• This context that brings Digital Business Owners, Operations and
Development groups role-relevant actionable insights.
• Digital Performance Management is busting silos to deliver
better customer experiences.
• DPM is practiced today by leading edge Chief Digital Officers
and Chief Customer Officers.
• DPM is growing among Digital Business Owners, Marketing
leads, Performance Architects/Engineers and Customer
Experience Owners.
What is DPM?
6. Digital Performance Management Example 1
Marketing
Manager
IT Operations
Manager
Yo, using the experience
dashboards we created, I
proactively responded to
this twitter complaint. Here is
the transaction context.
7. Digital Performance Management Example 1
Marketing
Manager
IT Operations
Manager
Yo, using the experience
dashboards we created, I
proactively responded to
this twitter complaint. Here is
the transaction context.
Thx Bro. That’s everything I
need. I’ll dig into the issue in
more detail and get a fix in
place shortly.
8. Digital Performance Management Example 2
Marketing
Manager
IT Operations
Manager
I noticed your marketing
campaign is driving a lot of
traffic to some defunct
infrastructure. I moved it
without impacting users.
9. Digital Performance Management Example 2
Marketing
Manager
IT Operations
Manager
Thx Bro. My conversion rate
is stellar now.
I noticed your marketing
campaign is driving a lot of
traffic to some defunct
infrastructure. I moved it
without impacting users.
11. The Intersection of Industries
CX ITOMDPM APM
CX = Customer Experience
DPM = Digital Performance Management
APM = Application Performance Management
ITOM = IT Operations Management
12. • As seen in the previous slide,
DPM is an evolution of CX as well
as APM.
• Example: The Digital Experience
Platform coverage from
Forrester.
• Top CX practitioners understand
customer needs and emotions
very well, but often seek out
dozens analytics services to
collect and separately analyze to
find useful insights.
Forrester Analysis of Digital CX
Forrester has historically included “Perceived
experience” analytics and insight but not
“Delivered experience” data from IT.
13. • DPM is an evolution of APM
• Gartner has traditionally defined APM to
have these 5 criteria:
1. End-user experience monitoring (EUEM)
2. Application topology discovery and visualization
3. User-defined transaction profiling
4. Application component deep dive
5. IT operations analytics (ITOA)
• Each of these elements has evolved over
time, slowly connecting “Delivered
experience” analytics from IT Operations to
End-user (Customer) experiences.
Gartner Analysis of APM & ITOM
The Gartner APM MQ Report represents a
portion of the10 segments that Gartner
includes in ITOM. (Ex: availability &
performance, fault & log mgmt, network
mgmt, config mgmt, IT help desk, etc)
14. • DPM is the connecting concept
between gaps in the CX and
APM/ITOM industries.
• Leading CDOs and CCOs use DPM to
focus on the following & separate
themselves from competition:
1. Customer experience above all else.
2. Investment in continuous
innovation.
3. Simplicity to the max.
4. Fact-based decision making.
5. Collaboration & accountability as
company culture.
DPM is a natural formation – filling the gap
*New* Forrester DPM report validates the
evolutionary changes coming in APM to
DPM
15. • Let’s define and share best practices supporting the art of
“Practicing DPM”
• Coming soon!
Next up?
