Customer journeys are inevitably built by developers embedded within a brand. They know the technology and proposition inside out and backwards, and they are keen that any development is optimised for maximum efficiency and cost effectiveness! Sadly, this can sometimes mean that the consumer experience whilst important, is not necessarily at the fore-front of the improvement.
Customer journey testing, “live proving” or “User Acceptance Testing” by an independent partner can provide valuable insight such as where journeys can be optimised to avoid multiple screens or “clicks”; highlight the use of jargon or overly complex wording; and of course, test the overall functionality itself in a safe environment prior to release to the customer base.
Testing scenarios can be developed with your team to ensure that all aspects of the journey functionality are end to end tested. These tests can range from transaction completion to correct levels of communication for regulatory compliance.
The benefits are clear - testing prior to launch can reduce the risk of customer dissatisfaction and churn; reduce the risk of overloading staff channels with complaints and queries; and provide the brand with confidence that the journey has been tested by experts.
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