In an era when companies are connecting with consumers through digital media and technology with greater frequency, maintaining high levels of customer service has never been more important for those companies that are experiencing significant increases in customer encounters through websites and social media connections. The day when a website was nothing more than electronic yellow pages advertisement has long past. In an effort meet their customer elevated expectations today’s websites have become far more complex and interconnected within the cyber-world.
Managing website performance is vastly more complex than it was in the early days of the web, primarily due to the introduction of mobile applications and multiple third party services. “Most web pages and mobile apps these days are composed of multiple services – anywhere from dozens to hundreds,” explains Jyoti Bansal, Founder and CEO of Dynatrace. “All of the moving parts may be working all right by themselves but there may be issues with how they interact with each other.” In a highly competitive digital marketplace, consumers are exorcising their power of influence to raise the bar when it comes to website speed, functionality and user simplicity. Application performance management (APM) is now all about the customer’s experience and no longer just the focus of the company’s team of IT professionals.
APM is a discipline within systems management that focuses on monitoring the performance of software applications and strives to detect and diagnose application performance problems in an effort to maintain an expected level of service. As the digital world becomes a more predominate vehicle where companies attract and interact with their customers, the APM industry is experiencing a rebirth and is challenged not only by systems complexities but with bringing digital professionals and IT personnel together.
Consumer expectations of website performance have never been higher. Users of traditional digital, and now mobile, are commanding faster and greater interactive levels of performance making effective APM more critical to a company’s bottom line. Today’s digital enterprises have only seconds to gain a customer’s loyalty and to keep them from moving on to a competitor.
However, the rapidly changing dynamics of APM is leading many business leaders to question its value, leading to delays in the deployment of the technology. The complexity in implementing and running APM tools, along with high upfront costs, are a concern to organizations leaders resulting in many of them to seek a more integrated approach to initiating APM. “As the approach towards model-driven, user-based app development becomes mainstream, APM will evolve into a priority for companies striving to meet high customer expectations,” said Frost & Sullivan Information and Communication Technologies Research Analyst Vu Anh Tien.
Solving the problems caused by the increased complexity of distributed applications operating in new environments like the cloud and mobile, will be challenging issues to for providers of APM going forward. An effective strategy will reduce the impact of poor application performance on business operations and create better IT convergence on business objectives focused squarely on an improved end-user experience.
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