The recent tie up between Amazon and Twitter, providing a new shopping experience to consumers so they can now order Amazon products through a custom hashtag, is a present-day example of businesses collaborating effectively to expand customer offerings.
If Twitter's user base continues to grow, there will be more opportunity for Amazon to sell products. Equally, the more products Amazon sells through social, the more other brands are likely to try a similar proposition, which will lead to additional ad revenue for Twitter.
However, there is a responsibility that comes with partnerships such as this: suddenly providing an exceptional user experience is the duty of both companies. Twitter's brand reputation – a company's most valuable currency – is linked to Amazon. And vice versa.
At the core of this operation is Internet performance. Collaborations such as this bring new challenges for the back and front-end technology, putting this partnership at the hands of the customer experience. If it flounders, on either side, and users cannot access Twitter or if there is latency in accessing their Amazon cart, both Twitter and Amazon's brands will be damaged.
Ensuring great Internet performance has never been easier and there are a number of ways to optimise your online experience.
Firstly, use a managed DNS provider. DNS is the gateway to your website and if people can't access your brand, you are blocking potential customers.
Secondly, speed, speed, speed is key to good Internet performance today. Use Content Delivery Networks (CDNs) to ensure that users can access content as fast as possible.
Remember, the Internet today, is more than just the web. You need to cover all customer contact points so make sure you think about every touch point from email to social. Are you even thinking about things like email delivery? By maximising these channels, you can build engagement and brand loyalty across all aspects of the Internet.
Looking to scale? Do it carefully using horizontal scaling. By putting your content in smaller data centres purposefully placed around the world, you can bring your content closer to your users and increase performance.
Finally, monitor your performance to work out what success looks like. Only with the right information can you make the right decisions for the future and make sure your site is running well. Constant reporting and monitoring of progress is key to improvement.
In today's digital age, customer experience is everything, and users can be lost in seconds if it's not up to scratch.
By putting Internet performance and the customer experience first, companies can ensure that core communities are not lost, new collaborations succeed and new customers are gained.
Paul Heywood is director of EMEA for Dyn