Data is the foundation of any digital business. Every touch point and every click provide insights.
And what Dynatrace does better than most, is capture those clicks and touch points in a way that can be represented back in the context of a customer experience, an operational event or a business outcome.
And the way people access that information is via a dashboard; so, the purpose of this blog is to give you our high-level best practices on how to create killer dashboards that are meaningful and relevant.
“A dashboard is a visual display of the most important information needed to achieve one or more objectives; consolidated and arranged on a single screen so the information can be monitored at a glance.” (Stephen Few)
The key language for me here is “important information”; second only to the thing that should matter most to all businesses – the customer journey and the customer experience.
One of the most common mistakes people make when building business dashboards, is to start with a pre-packaged vendor template. Whilst these dashboards are the easiest to get up and running quickly, they are also the ones most likely to become redundant over time. This in turn leads to a loss in interest and engagement with the platform and tool itself.
So, to guard against this, here are our five guiding principles on how to build killer dashboards, that matter and last.
Start with the customer journey: Choose metrics that matter to the customer; metrics that can give insight into the customer experience and journey so that it can be refined and fine-tuned over time.
Remember that the ROI of a better customer experience is increased revenue and better brand engagement, so investing time here will always give you a return.
Look for opportunities to automate reporting, that is being delivered manually today.
We did some work with a large Superannuation customer and they had one staff member who spent two days a week putting together an executive dashboard on key customer metrics. What we were able to do was automate this process so the business got the same business report, fully-automated and in real-time.
Make the data relevant and real-time: Understand what are the pieces of data a person, department or group of people need to make more informed business decisions, and then turn that into a dashboard. Data-driven decision making in real-time.
Make the data easy to access and easy to use: If it is not here-and-now, people will just stop using it. And if people don’t have the ability to build new dashboards quickly, giving them the new insights they need easily; it will simply become too hard and they will move on.
The key here is to make the platform so intuitive to use and so relevant, that people want to spend time in it analysing the data. Because the more time people spend using the dashboard, the more likely they are to look to that platform for other, future business insights.
Keep it simple: Don’t feel it must be over populated with too much information. Think about only including the information that matters. Make sure it is easy to read and easy to gain insight from. That way people will keep coming back to it.
So how to get started?
- Get the Business and IT around the table together.
- Demonstrate the capabilities that are possible to the business
- Brainstorm together on what the most important metrics would be
If you want to know more, feel free to reach out to me and we can discuss this further. In the meantime, keep focussing on the customer.