Customer experience: the new immutable law of business
Back in 1993, the authors of 22 Immutable Laws of Marketing declared that it’s better to be first than it is to be better. And for the next two decades, the business world seemed to agree that being first to market with a new product or service was the key to lasting commercial success. Even if the product wasn’t quite up to par or still had a few kinks, the common thinking was that being first is of utmost importance to cement the relationship with the customer.
Fast forward to today. We’re living in a different reality. Today’s consumers have seemingly infinite choices, and while novelty, price, and brand loyalty still play a role in the types of products we choose, the fastest growing differentiator is user experience (see Forrester US Customer Experience Index). If consumers feel that they are being treated well by the brand, if the services they receive meet or exceed their expectations, and if the product is easy to use and works consistently reliably across devices, they are more likely to stay. Chances are good that they’ll stick with their chosen service provider for the overall customer experience they provide, and be open to cross- and up-sell opportunities.
1. Service Providers Should Focus on the Optimal User Experience
The task of assuring optimal digital user experience is far from simple for service providers. The complexity and range of device types, screen sizes and resolution, platforms, operating systems, browsers, locations and many other variables make it exceedingly difficult to ensure a great user experience for all users at all times. In fact, it’s so difficult that organizations are beginning to realize that they need dedicated programs as part of their quality engineering efforts to focus on ensuring the highest quality omni-channel digital user experience.
2. Ensure Service Provider Systems Front-end and Back-end Work Seamlessly
Naturally, what users see on their screen is important for the connection that they form with a product or service, but it’s only the tip of the iceberg. The optimal user experience depends on the flawless interaction between the customer facing front-end and the enabling back-end -- the various interconnected systems such as service provider billing, provisioning, CRM, etc. that keep the whole thing running. Testing of each of these distinct aspects separately is a complex task in and of itself, and ensuring the smooth flow of information between the back and front ends requires specialized knowledge and a toolset that few service provider organizations have in-house.
3. Leverage User Experience Quality Assurance and Quality Engineering Services
Amdocs User Experience Quality Assurance solution includes several services aimed at helping our clients achieve optimal user experience across multiple channels such as mobile & web, retail, media and more. We are in a unique position to offer our customers an unmatched combination of tools, best practices, quality assurance frameworks, and expertise in both the front-end and enabling back-end systems.
Amdocs brings automation frameworks to help eliminate mistakes and enable faster time-to-value; advanced analytic tools to uncover business insights from the service providers' customer data; end-to-end functional and non-functional quality assurance expertise in addition to performance, usability, accessibility, security and visual tests. Combining our solutions with those of our partners to create tailored user experience quality assurance best practices, we focus on the most essential element of today’s business -- delivering the optimal customer experience.
To learn more, visit Amdocs Quality Engineering.
Contribution by Tamar Weinreb Haviv