Exploring the vital role of Key Performance Indicators (KPIs) in enhancing digital product quality is crucial for any business striving for excellence. It’s not just about tracking metrics; it's about deeply understanding how these metrics can drive business outcomes and improve customer experiences.
Focusing on digital quality can significantly bolster revenue and strengthen customer relationships.
I'm Gardner Rordam, Senior Enterprise Customer Success Director at FullStory, and in this article I’ll share my insights as a product leader, detailing how we've leveraged digital excellence to transform challenges into opportunities and drive growth. I’ll guide you through the importance of KPIs in driving quality and how you can effectively apply them within your organization to achieve remarkable results.
Introduction to driving product quality and rethinking KPIs
I want to discuss how product leaders can significantly influence business outcomes by focusing on digital product quality. It's widely acknowledged that our work in the digital realm plays a critical role in generating revenue. However, the main focus of this talk is to explore how emphasizing digital quality can further enhance revenue growth.
Digital platforms —be it your websites or mobile applications— can either serve as a tremendous asset or a concealed liability. Often, there might be aspects of your digital presence that you are unaware of, where customers experience friction. Understanding these friction points and addressing them is crucial.
I'd like to start by sharing some insights about FullStory. FullStory is designed to capture all of your user's behavioral data across your digital properties. This includes everything users do, allowing us to provide a blend of qualitative and quantitative insights.
We offer features like full session replays, which let you see and empathize with the user experience as if you were the user yourself. Additionally, we provide tools such as heat map visualizations and dashboards, which are instrumental in identifying and addressing points of friction and frustration.
As I delve into establishing a KPI framework, I must express a certain reluctance towards the term "KPI." It seems that both in discussions and practice, these terms have begun to lose their impact.
When you hear "KPI," it might even make your eyes glaze over a bit. This sentiment isn't unique to me; it's a widespread feeling, as I've noticed in various professional circles.
Therefore, it’s crucial to step back and reconsider what we're genuinely trying to achieve. What I aim to discuss today isn't just about adhering to a set of metrics but about understanding how these metrics can indicate successful achievement of digital quality or provide lessons for improvement. So, while we use the term "KPI," what we're really focusing on are the substantive changes and impacts these indicators help us realize.
