Businesses still have a long way to go when it comes to improving user experience. According to the Zendesk Customer Experience Trends Report, while Singapore is a regional leader in Southeast Asia when it comes to keeping customers happy, it still lags behind the global average.
This has the potential to affect any business across all industries operating in Singapore. One way for companies to respond to this is to adopt BizDevOps strategies so they can address issues that lead to, or stem from, poor user experiences – through practicing collaboration, ensuring a continuous feedback loop, and developing and achieving user-centric goals.
Collaboration equals productivity
It has never been more urgent to address how Singaporean companies lag behind their global peers. Simply put, BizDevOps is a strategy for businesses to deploy and develop their IT resources. However, as the name suggests, it can open up other opportunities for the business beyond tech resources. This happens because employees develop a systems-based approach that has a very real impact on user experience, and one that goes way beyond IT.
Recently, Dynatrace held PerformGo!, a one-day conference in Singapore that examined different facets of the digital user experience from a BizDevOps perspective. When BizDevOps strategies are put in place, they have the tangible effect of breaking down disruptive silos within organisations and end-user data can be disseminated immediately across the business, optimising performance and improving efficiency. If companies in Singapore want to transform digitally to become more competitive than ever before, then this is exactly what they should be doing.
Build, test, improve, repeat
Teams can now collaborate more efficiently than ever, which speeds up the feedback loop. When we think about what users really want, it is to be listened to. Customers and end-users within organisations today have multiple digital platforms to interact with businesses, whether via a website, a mobile app or workplace collaboration tools. With an effective BizDevOps strategy in place, businesses are able to achieve a 360-degree operational view to gain visibility of every user, customer, potential lead or casual visitor on their digital platforms.
But the only way to make this effective and meaningful is to monitor at all times and continually feed data back in a loop, across the entire delivery pipeline. The best user experience occurs when a fix isn’t needed because a product or service simply works, achieved via non-stop improvements and automated problem remediation in back-end processes. Such a loop ensures that a platform is developed and deployed based on user and business feedback, making it more relevant and easier to use for customers.
Bringing back the human touch
A key component missing among today’s plethora of monitoring tools is genuine human insight. Yes, there are tools that alert when exceptions or slowdowns happen, but they don’t forge that human connection with the end user. To this end, it’s worth taking a small step back to identify what really matters to customers and to the business that will help fulfil user demand.
What our recent
conference shows is that we have been listening to the issues within our
industry, and can see where expectations are not being met – for now. The
BizDevOps journey is one that needs to be made by businesses across Singapore
if they are to catch up with their global counterparts. A user-centric
viewpoint also allows businesses to decide how to optimise at any given digital
touchpoint without losing sight of customer satisfaction or experience. With
BizDevOps, businesses are able to gain visibility of their digital performance
and determine how current processes and operations are affecting user
experiences and, therefore, adding value to their business.