Customer Experience Testing in the Era of Digital Transformation

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19 May, 2020


Ever since the advent of digital transformation, much has been written about its impact on business and revenue models. As digital products evolve in all segments, and the customer model gains the spotlight, the quality of the end-user experience is all that is going to define their success. The focus on improving customer experience has created the need for robust testing solutions that suit the demands of today’s CIOs and CMOs.

Above and Beyond the Traditional Testing Approach 

In today’s digital era, customers can choose from a wide array of software products and applications, and influencers of their decisions. This power shift causes customer-facing businesses to ensure user satisfaction. By effectively addressing challenges posed by this shift, there can be a direct impact on digital products. Thus, it has become critical for businesses to have an effective customer experience testing strategy for the software development process and post-production. This is where the traditional testing approaches won’t work and enterprises have to use techniques involving automation, overall end-user journey, and real user analytics across multiple digital touchpoints and connected devices. Software testing companies utilize test management tools to manage test cases for maximum test coverage. Customer experience testing should be performed continuously because the end-user expectations are evolving, which are driven by the changes in the digital sphere. 

Designing an Effective Customer Experience Test Strategy

In order to design an effective customer experience testing strategy, organizations must understand customer behavior. It is important to understand their intrinsic and latest characteristics.

Let’s have a look at factors that impact customer experience testing:

Organization’s Overall Maturity Level

When designing a customer experience strategy, it is important to assess the organization’s overall maturity level to deliver a good customer experience and improve the communication between multiple stakeholders in an organization. This strategy also needs to offer an experience that accounts for a typical customer persona and journey when defining the right factors. 

User Analytics 

With the rapid increase of devices and channels, it is important to ensure a seamless experience for products. It is important for organizations to get an insight into user behaviors with the help of user analytics such as personalization, tracking cross-channel browsing history, monitoring likes and dislikes, and enabling single sign-on. All these play a crucial role in ensuring a consistent customer experience. When real-time user analytics are applied across various mobile and web platforms, they can offer a better insight into consumer preferences. This also opens up several opportunities for the marketing team and guides them towards what customers actually expect. 

Performance Testing 

It is important to validate the performance of a website or mobile app under different network conditions to mimic the end-user experience. In the same way, testing for client satisfaction will help validate the performance parameters for websites, mobile apps, RAM usage, battery usage, and app launch time. 

Conclusion 

Experts will help design a customer-driven strategy that is based on the customer data acquired from end-user interviews, surveys, reviews on social media, etc. For instance, effective use of text analytics on the customer experience experts will emerge to focus on customer interactions within different channels and multiple touchpoints. These professionals also deliver an analysis of transactions and customer post-purchase behavior. Today’s QA team needs to understand a customer from all perspectives, and so using test management tools will also help them in managing test cases for maximum coverage into user flows and negative flows. 

About the author

As a Senior Marketing Consultant at Kualitatem, Ray Parker loves to write tech-related news, articles, specifically quality assurance and information security. Apart from his techie appearance, he enjoys soccer, reading mysteries, and spending long hours working over at the New York office.

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