Digital customer experience is a significant potion to improve the customer journey and succeed in today’s digital age. As digitization has reimagined the way industries operate, the need to improve digital experience is on the rise. With major changes companies are implementing, customer (user) experience or CX is taking the forefront. CX connects with the users’ buying journey to ensure their experience is exceptional, leading them to revisit repeatedly. In the digital age, customer experience is dependent on how well the digital platforms engage the users. To ensure excellent customer experience, the digital platforms should be tested. Hence, testing is an important and inevitable activity to improve customer experience in digital age.
Customers satisfaction is the focus in today’s technologically advanced world; when customer experience is taken care of well, it eventually increases the ROI metrics. Companies are developing new CX strategies to address and resolve various pain points and offer a seamless customer experience. Let us understand how testing is important in the digital trend and how it eventually improves customer experience.
Why user experience is important? How to test it?
Whether its B2B (business-to-business) or B2C (business-to-customer) business model, user experience is considered critical. As a user, one expects the application to perform without any glitch. In case the users experience any hitch in using the application, they tend to move to the competitors which can severely affect the company’s ROI metrics and reputation. Hence, companies invest in preparing an efficient user experience strategy to improve the customer experience. This is where automated software testing or test automation comes into play. Automated software testing is an integral of the entire process which will ensure that there are no glitches and offer seamless user experience.
Here are some important points to consider while testing digital platforms for improved user experience:
Right test automation tool: The market is brimming with a wide range of test automation tools, however not all of them are the right choice for a personalized need. Hence, it is important to choose the right tool based on the type of software being tested, the team size, development approach, and other parameters.
Codeless test automation: Codeless test automation is the need of the time to improve process efficiency, reduce regression burden, and eliminate manual errors. It reduces the human intervention and automates the testing process for accurate and consistent results in minimal time and effort.
Testing on real devices: Testing in Dev environment can provide an overview of how the app is going to behave postproduction. However, to check the app’s actual behaviour it must be tested on real devices. Testing on real devices is important to understand the app’s performance in the real-world scenario.
Tracking and maintaining report: It is important to continuously track and maintain test automation reports to identify errors. It is essential to choose the test automation tools with the reporting feature to ensure the reports are tracked and maintained efficiently.
Data-driven testing: For efficient test results, it is important to identify important test execution and prioritizing them. This process helps in identifying low and high priority bugs and allows the tester to identify them and attend them based on priority. This approach saves considerable amount of time and cost.
Testing strategy for enhanced digital customer experience
A well-planned testing strategy is required and implemented to improve the digital customer experience. Here are some of the points one should consider implementing in their testing strategy:
Testing functional parameters with different scenarios: The user behaviour varies with different customers using different devices, operating systems, network types, network operators, geographical locations, different traffic scenarios, and a lot more. To ensure the varied range of customer profile is catered to with seamless experience, all the functional parameters should be tested under different scenarios.
Continuous testing: Modern developmental approach needs modern testing techniques. The agile and DevOps testing processes will need an iterative testing approach to ensure that every sprint is tested well before moving on to the next sprint. Continuous testing ensures earlier feedback for creating higher quality software.
Continuous monitoring: Modern development practices involve continuous integration and continuous delivery. It requires continuous monitoring to ensure the integration is functional, efficient, and seamless. Monitoring continuously will help to simultaneously identify any error that occurs.
Testing in production environment: Testing in the production environment will help eliminate the production errors and create seamlessly working applications.
Testing on real devices: Testing on real devices is important to determine how well the application behaves in real-world scenario. It is important to understand prepare the application for the real scenarios to avoid any kind of extreme situation.
Cross-browser/ cross-device testing: There are a wide range of browsers and devices, it is essential to test the application across all the browsers and devices to ensure there is no discrepancies. But practically testing applications across all browsers and devices is not possible, hence, organizations invest in device farms which gives access to all these platforms over Cloud.
Conclusion
To ensure a seamless customer experience in the digital age, testing is the key. Until the applications are tested across all the digital platforms and the quality is ensured, it cannot be released in the market and made available for the users. Hence, testing is an integral part of the entire app development, deployment, and delivery process.
Tenjin Online is designed to test applications of modern age to improve user experience. It eases the complexity of web and mobile app testing to deliver high-quality applications quickly, especially when your products must undergo extensive testing as part of the release process. It is a SaaS-based, codeless test automation platform that offers easy and efficient defect management; it is pre-integrated with device farms to give access to a wide range of devices on Cloud. It is a simple and efficient tool available in the affordable price bracket and is worth a try!
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