An AMEinfo exclusive
Cisco AppDynamics revealed the fractious attitude that global consumers, and particularly those in the UAE, have for brands that fail to deliver the right digital service, where one UX letdown can lead to app shutdown.
In an exclusive interview with James Harvey, EMEAR CTO & Transformation Director at AppDynamics, we look at the survey the company conducted and seek to interpret the findings, and how they relate to what brands need to do to avoid a complete meltdown.
In its latest report, examining the digital behaviors of more than 13,000 global consumers, Cisco AppDynamics identified that consumers today use 30% more apps than they did pre-COVID-19 pandemic. Furthermore, they now have a zero-tolerance policy for poor application experience and automatically place blame on the application and brand, no matter where a performance issue stems from.
Because of their increasing reliance and use of digital services, 91% of UAE consumers (15% higher than the global average) say their expectations of digital services have increased since the start of 2020.
In fact, UAE consumers are now loyal to brands based on how significantly they invested in digital services during the pandemic, with 85% saying they feel grateful to the brands that invested in digital during COVID-19 so they could get access to the services that they love and rely on.
82% say they feel more loyal to brands that invested in quality digital services during the pandemic.
But when their expectations aren’t met, 74% of consumers will now automatically blame the application and the brand no matter where the issue actually lies.
Whether it’s within the application itself, such as pages loading slowly, downtime, and security failures, or external factors like internet connectivity, slow payment gateways, or technical issues with third-party services, to the consumer there is no distinction, and they will now place responsibility firmly on the brand.
“This is typical to younger audiences. The UAE has a very young population. On balance they are more digitally savvy than some other geographies and have a higher appetite for technology,” James told AMEinfo.
“As a response to COVID-19, everything moved online and in the UAE, apps for food delivery, work, and education collaboration tools, as well as financial services, are booming.”
Having said that, James was quick to point out that the older generation is also picking up more technical skills and are closing down on the generation gap, especially because of the pandemic.
“It’s across the board now. All age brackets have moved online. No one today expects to stand in queues for government services, or at the cashier at retail outlets.”
Taking the rap for the app
“The UAE places 14% higher than the global average of people blaming the app and brand when they encounter a problem – 74% in the UAE compared to 60% globally. And 69% believe it is the responsibility of the brand to ensure that the digital service or app works perfectly. The brand takes the rap for the app and it sits with the app owners to understand the technical journey that needs to be delivered, internally or with partners,” James explained.
“98% of consumers in the UAE say they expect digital services to have reliable, consistent performance and once customers leave, it’s very difficult to bring them back, if not at all.”
82% of UAE consumers stated that even as life returns to normal, they know they will continue to rely on the digital services they utilized during the pandemic, putting more pressure on technologists to deliver flawless digital experiences.
All businesses see the benefits of making sure that incredible digital experiences are being delivered at all times and they need the visibility and the tech to fix the problems that threaten this experience.
AppDynamics is a key component of Cisco’s solution for full-stack observability. “We give clients the ability to put their arms around complex, highly distributed architecture, and that includes 3rd party providers within that technical journey,” James revealed.
“With our technology, we can actually show businesses where this journey breaks down prior to delivering business outcomes in the form of digital services being catered to the customer.”
The AppDynamics Business Observability platform allows technologists to identify business outcomes and the technology stack all the way down to the lowest line of code.
“We drill down through the backend of the tech journey, i.e. the network, security, infrastructure, and connectivity so that when things go wrong, we alert on those component parts that are green and amber before they go red, before they negatively impact the outcome, putting businesses first,” described James.
“The more automated and processes driven, the less you have issues.”
AppDynamics makes business sense
AppDynamics helps technologists see, understand, and optimize what happens inside and beyond their IT architecture – all through the lens of business impact.
“Using our platform, organizations can then take down apps that are underperforming or not delivering, which will benefit companies’ PNL, by avoiding duplication and the associated costs ss on licensing, and data center infrastructure,” said James.
“Equally important is the need for a robust security solution which will protect the organization and its users from attacks and vulnerabilities.
With applications now running anywhere from on-premise to multi-cloud and cloud-native microservices, combined with accelerated innovation, the need for an application-led approach to security is paramount.”
Cisco Secure Application is an industry-leading solution to drastically simplify vulnerability management, defend against attacks and protect applications, from the inside out.
Built natively into the AppDynamics platform, users benefit from reduced alert fatigue, real-time threat detection, and automatic breach prevention. The result is businesses’ confidence in application performance without the fear of significant damage to brand reputation and customer trust.
“We are a large enterprise player. Our top verticals include finance, telecom, government, construction, insurance and retail and we have regional clients in all gulf countries,” said James.
“The reasons CIOs and CTOs adopt our services is because we help them to achieve 5 things: observability, system consolidation, process simplification, digital transformation/cloud migration, and automation,” James concluded.