Today, every company runs many different applications that are essential for success – both internal business applications but also external-facing applications for customers and partners (such as the company website, customer self-service portal, e-commerce sites, or mobile apps).

And then, there’s data. Every user interaction with any application works with data, consumes data and generates data. Today, every business collects tremendous amounts of information – and the challenge is how to turn this data into actionable insights and intelligence to provide a superior customer experience.


The Customer Experience

To ground us into the importance of customer experience, let’s start by looking at a Forrester quote that says “More than any other factor, customer experiences determine whether companies thrive and profit, or struggle and fade.”

In today’s digital economy customers are the new market-makers, reshaping industries and changing how businesses compete and win. Your end users have really high expectations. Here are a few interesting points from the Forrester study previously mentioned.

  • 79% of customers won’t return to a slow website.
  • Customers care a lot about personalized experiences, and 38% of them won’t come back if they have to repeat themselves. They expect that, once they provide their information in an application, it should be able to know about them and over time learn about them to deliver a personalized experience.
  • 65% of customers feel frustrated with inconsistent experience across platforms. Customers across the board have many devices, and they expect the experience to be seamless.

As you can see there are some challenges for any application and it isn’t any different from modern web applications.


Modern Web Applications Challenges

Websites have evolved a lot during the last several years – and they are no longer just a public repository of static content that companies can update occasionally. Now, a website is a live entity with constant changes, as the main vehicle to deliver digital campaigns and deeper engagement with customers for companies all over the world.

This means that the development of these web applications has to be way more agile, not only in terms of doing quick updates adjusting to business needs, but also being able to provide a consistent experience across different platforms.

Every business has its own website, and hence, all of them need to offer a differentiated experience to their customers to remain competitive. Incorporating AI capabilities to provide a more personalized experience or conversational bots for a faster, more natural interaction with end users are just a few ways to provide that high quality experience – and it’s easier than ever thanks to the cloud services in Azure.


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