It’s common for businesses to fall into a trap of complacency. They see what works for them and they adopt it for extended periods of time. Adopting a routine keeps things stable, but the business landscape changes more often than not. Therefore, it is necessary to keep track of what’s happening in the world of the customer in order to keep your business relevant.
There are several factors that are still a core part of the customer experience testing process. These factors will, most likely, always have a significant impact on the way customer experience or CX is tested. Here are our top three factors that we feel can affect customer experience.
A customer experience testing strategy must be developed by studying the organisation’s ability to offer a pleasing customer experience and the interaction levels that exist between multiple stakeholders within the organisation.
In an effort to develop a viable solution, the testing strategy must also look at the customer persona and should always journey map the process and path a customer takes regardless of whether the path is to a sale or in search of information.
An unsatisfied customer is more likely to share his/her dissatisfaction via mediums such as social media. By tapping into these social media channels through the process of social media listening and then aligning the findings with sentiment and real-time analytics can help businesses identify issues that might have been overlooked during the UAT (User Acceptance Testing) phase.
Once the issues have been identified, they can be channeled back to the customer experience testing team, which will strengthen testing strategies in the future.
Once emotional motivators are identified and analytics implemented, they will help create a strong foundation for customer experience testing strategies that are successful.
The benefits experienced by companies that identify customer emotions are tremendous. Sentiments that are captured and broken down into useful information will eventually provide greater insight into the elements that drive customer behaviour and response.
Analytics and Omni-channel
With the increasing number of channels and devices, it is necessary to make sure that the customer experience is consistent. Activities such as cross-channel tracking, transaction tracking, personalisation, and monitoring purchase history, likes, dislikes etc. are all core factors that determine the quality of customer experience.
In fact, this approach must also factor in IoT and connected devices. Real time user analytics, when applied across mobile and web platforms, can offer plenty of insight into customer preferences and behaviour. This will open up several opportunities for marketing departments and guide them towards what customers really expect.