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We're told that data is the future of business; that it will help us understand trends, predict challenges, improve continually. But what if you're trying to improve the customer experience in an app or website. Where do you get the data?
It's not as easy as it sounds. Basic app usage stats offer quantitative details like how many people visited a screen, how long they stayed, and whether they took an action. But did they linger because they liked what they saw, or because they were confused? Did the experience load fast enough?
For those answers, companies are increasingly turning to services that help them collect more qualitative information. Qualtrics, which SAP bought earlier this year, is one of them. SurveyMonkey, which shot up about 17% after reporting surging growth, is another; so is Dynatrace, which went public this week. Tech giants Adobe and Salesforce are also stepping further into this arena with their experience and marketing clouds.
All of them monitor different aspects of the customer experience. But they're all trying to use data to tackle the question of how the customer experience is going, and how to make it better.
I talked to SurveyMonkey CEO Zander Lurie this week about his company's results, and to Dynatrace CEO John Van Siclen about the IPO. What resonated was the idea that even before we talk about artificial intelligence and how best to apply it, we need to think about how to dig out the data that answers nuanced questions.
I'm not sure which of these companies in the experience economy will win, but there seems to be healthy demand for the hard-to-reach data they're bringing to the surface.
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Technology, Talent and the Future of Work
In the midst of the fourth industrial revolution, CIOs and CTOs hold the key roles managing corporate digital transformation and leveraging new, game-changing technologies. This edition of CNBC's @Work series examines the human-machine interface, how to balance the needs of today with the possibilities of tomorrow, and the winning strategies of best-in-class companies.
| | @Work People + Machines November 4, 2019
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