Digital has to be at the heart of any decision-making process

September 08 2015 By Posted in APM

You’d be hard pressed to find an executive committee where they’re not talking about digital transformation. In order to grow (or even survive, for that matter), digital has to be at the heart of any decision-making process.

It has shaped the way people work and do business, for instance in these ways:

  • paperless bank branches and bankers equipped with tablets or PCs connected to the bank’s information system, which compares competing offers in real time and immediately edits its conditions to keep pace with the market,
  • taxis replaced by business entrepreneurs (and luxury sedans) via smartphone reservation. They adjust their rates in real time, as did Uber, for instance, which tripled rates when Parisian taxis were on strike.

Soon  supermarket chains will be practicing real-time price increases or decreases in line with the price trends in farm produce, how many and what kind of shoppers are shopping, as well as competing offers. Prices will vary as a function of supply and demand.


The competition is getting organized: businesses have to take their cue from the methods employed by start-ups…

Real time, along with big data and pertinent data analysis, are obviously the Grail that IT is striving for. But you have to get your hands on the data! Making sure sales reps or customer service staff can use all applications efficiently, under any circumstances, quite simply has become essential.  Even more important: making sure in real time that each and every client can use all of the digital services and all applications available to them.

ip-label customers can embed in their apps a piece of software which can measure the experience of every user of those applications. By way of example, a major airline company embedded the ip-label SDK in its application for online ticket purchases.  User experience is measured in real time from nearly 800 different types of mobile phones, several thousand combinations of OS and browser versions, in any and all usage contexts (stationary or on the move), whatever the telecom operator.

This all-encompassing view of user experience, combined with audience, makes it possible to react in real time and prioritize actions:

  • initiate internal actions (including technical, marketing, customer service)
  • initiate external actions (involving service providers)

It stands to reason that the executive committee can build the company’s digital transformation only on user experience, of which it must have a clear, accessible view.

Call on us to bring you that view.


Eric Varszegi

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