The document discusses customer experience testing and outlines several key points. It notes that customer experience is key to financial performance, but most companies overestimate how good their customer experience is. It defines customer experience as the sum of all interactions a customer has with a company. The document advocates testing holistic solutions based on the entire customer journey and important touchpoints. It also recommends using risk-based testing informed by customer experience parameters and involving various teams across the organization.

1. IN THROUGH THE OUT DOOR
The Flip Side Of Customer Experience Testing

2. The Show Must Go On

Agile; Cost; Speed; Quality

Web  So-Lo-Mo; Customer Centricity

Functional & Technical focus  Deliver Improved Customer Experience

Let-me-tell-you  You-tell-me?

Large Engagements  Smaller, Focused

Organisation Boundaries  Break Organization Silos

Test & Be Done with  Be a part of my risk

3. The Thin Ice
3

Customer experience is key to improved financial performance

70% percent of customers won’t forgive poor customer experience

Customer experience is a key driver for differentiation within the
marketplace

80% of companies believe they deliver a superior customer
experience, but only 8 % of their customers agree

Harvard Management Update
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4. Welcome to the Machine
4

The practice of designing and reacting to customer interactions to
meet or exceed customer expectations and, thus, increase customer
satisfaction, loyalty and advocacy


Gartner
Sum of all the experiences a customer has with a supplier of goods
and services

Includes the technology, the people, the process
CEizure : The fit a customer throws due to a poor user experience
CEmetery : A burial ground for systems with poor customer experience
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5. A Saucerful Of Secrets
5

Testing holistic solutions not just systems

Looking at solutions in terms of their ability to work for all types
of customers

Do they help deliver the best experience for customers

Do they help to retain existing customers and attract new
customers
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6. Stairway to Heaven
6

Know Thy Customer Journey – End-To-End

Which components of the customer experience journey are you
delivering?

Which parts of the organization, systems and processes are a part of
this Customer Experience?

Which are the key customer touch points?

How important are these touch points in terms of impact to customer
experience?

Brand, Perception, Advocacy, Price & Value, Competition
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7. Another Brick In The Wall
7

Risk Based Testing – Derived from Customer Touch points and
customer experience parameters

Integration of market trends analysis; competitor analysis; user
experience analysis to get a view of what the product should be

Early testing based on customer experience parameters

Involvement of user
communities, businesses, operations, support staff

.. And training & development processes
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8. Learning to Fly
8

Multi-faceted skills in testers – Domain, UX, Business Process
orientation

Test Design & Optimization skills

Execution skills - Manual AND Automated

Leveraging Model based testing tools; A/B test tools to feedback
customer experience data

Crowd Leverage
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9. In Summary
9

Customer (Experience) is king!

Customer Touch Points & Customer Experience parameters
should drive risk assessments

Focus on processes, systems and people

Exciting tools on the horizon – leverage it to your benefit – Think
out of the COTS.
Last Mile Consultants Technology Solutions Pvt. Ltd.

10. 10
Thank You
diwakar.menon@lastmileconsultants.com
@diwakar_menon
@lastmile
Last Mile Consultants Technology Solutions Pvt. Ltd.