VIEWPOINT
DELIVERING TOTAL APPLICATION EXPERIENCE DAVID NOËL, GVP EMEAR, APPDYNAMICS, LISTS OUT THREE CUSTOMER TRENDS THAT WILL SHAPE STRATEGY FOR APPLICATION OWNERS
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n the past 18 months or so, our lives have been turned upside down. Whether it’s our social interactions, work or shopping habits, we’ve had to reevaluate and redesign our environments to fall in line with the new norms thrust upon us. The Gulf Cooperation Council (GCC) ensured that effective actions were taken quickly by governments and businesses in the region, in the early weeks of the crisis. Almost every change — remote work, distance learning, telemedicine, and a flurry of business-model reengineering was enabled by digital services. A recent AppDynamics report “App Attention Index 2021: Who takes the rap for the app?” shows that 98% of UAE consumers (14% higher than the global average) believe digital 38
CXO INSIGHT ME
DECEMBER 2021
services have had a positive impact on their lives during the pandemic. As they recognise the benefits such services can bring, it is now clear that much of the change will remain indefinitely. That’s why a significant majority intend to increase their use of applications even more in the upcoming months. However, this appetite for applications and digital services is not without consequences, and has implications for brands and for the technologists responsible for delivering incredible digital experiences. Consumers say they want the ‘Total Application Experience’, that means applications which are responsive, easy to use, secure, always on, and constantly improving to align with even more demanding user
expectations. In the coming year, all brands will face the pressure to meet these demands for flawless customer experience. Let’s take a look at three consumer dynamics that brands will need to consider. 1. Digital gratitude The App Attention Index reveals a strong sense of attachment, from customers, towards the brands that supported their needs during the pandemic through digital services. A majority said that applications gave them a sense control and a feeling of empowerment, acting as a lifeline to normality. And consumers aren’t shy to acknowledge and express gratitude for the efforts behind those digital experiences. 85% of UAE respondents said they were grateful
