Whilst the IT systems are undoubtedly the beating heart of any modern digital business, having them stringently centred around a core IT team can put a lot of pressure and stress on one department and create bottlenecks for everyone.

For rapidly moving sales, marketing and customer service teams, that need to understand their digital sales channels, this can cause a real headache. However, a new generation of digital record/replay and analytics tools promise improved internal independence, which suits all parts of the business!

A Fresh Approach

Traditionally, the IT department has overseen all the digital functions and with good reason. If a problem occurs it can stop a business from operating, so it gives the company great peace of mind to have an expert team maintaining and planning this vital function. The downside of this approach is that a company can become totally beholden to this elite IT team, putting pressure on it to not only provide online services, but also to administer and analyse them too.

It makes sense for the whole business to ‘take ownership’ of the digital channels and to work as a combined team, each part playing to its strengths and expertise. This is where digital record/replay and analysis tools can make a big difference.

Taking The Reins

We have all seen and enjoyed the ‘Democratisation of the Internet’ in recent years. It is relatively simple to implement an online presence with a minimum of technical expertise (albeit on a very simple level) and engaging with your online audience – something which used to be the preserve of technical boffins!

The same is true of the analytics tools available to business executives – no longer is it necessary for them to rely solely on their IT team to extract insights from online business traffic. A modern automatic digital record/replay solution can be safely installed (either on the company’s own servers, or remotely if preferred) and the details accessed from any secure online portal.

Empowering the sales, marketing or customer service team with autonomous insights will immediately remove the bottlenecks around the IT team. With this information available at their fingertips, executives can check the progress of online enquires, the interest in the latest offers, conversion rates, or whatever metrics are of interest to the business.

Sharing The Load

The other major benefit of this approach is that this business information can be easily and swiftly shared with the appropriate people or teams.

For example, if a popular item is seeing a large influx of negative customer feedbacks the product manager can be immediately notified and can start investigating the issue for quick resolution. Another example could be that if – following an operating system update – a previously popular item is suddenly falling in orders, the relevant stakeholders can be alerted and given a starting point with regards to the reasons that might have caused the issue.

With a full record of online transactions, it is far easier to identify the root cause of an issue and to fully investigate it. This by no means entails the IT department being removed from the process either! It simply means that potential issues or problems can be identified quickly and the issue is flagged to the most appropriate team – you can’t get much more democratic than that within a business. Instead of being a black box, data becomes available and transparent to all.

Cost Efficiencies

At the end of the day, every business is there to make money and that is much harder if you don’t know exactly what is going on with your digital customer channels. Automatic digital record/replay and digital insight technology empowers any company to take charge of this in a way that best suits the organisation.

By treating these analytics as a business metric (rather than just an IT one), it is possible to empower the team leaders and relevant teams with invaluable insights that can literally save a business. At the same time, the IT teams are free to get on with their provision of services to the business without this additional burden.

The agility of this approach also means a business can prepare for growth (or if necessary, contraction) of sales and the market, safe in the knowledge that it is fully aware of the situation at any time and flexible enough to meet any challenge it faces.