{"id":15364,"date":"2021-05-03T20:30:20","date_gmt":"2021-05-03T15:00:20","guid":{"rendered":"https:\/\/cigniti.com\/blog\/?p=15364"},"modified":"2021-11-19T16:42:55","modified_gmt":"2021-11-19T11:12:55","slug":"big-data-testing-digital-customer-experience","status":"publish","type":"post","link":"https:\/\/www.cigniti.com\/blog\/big-data-testing-digital-customer-experience\/","title":{"rendered":"The need of big data testing for digital customer experience"},"content":{"rendered":"

In today\u2019s world of digitalization, the top motive for enterprises\u00a0<\/span>is<\/span>\u00a0to ensure a robust digital customer experience.<\/span>\u00a0However, tracking this experience has been a challenge for eons.<\/span>\u00a0<\/span><\/p>\n

T<\/span>he advent of emerging technologies such as Artificial Intelligence (AI)<\/span>\/<\/span>Machine Learning (ML),\u00a0<\/span>5G,\u00a0<\/span>Internet of Things (IoT), and Big Data & Analytics,\u00a0<\/span>has made measuring\u00a0<\/span>customer experience\u00a0<\/span>possible now.\u00a0<\/span>\u00a0<\/span><\/p>\n

According to\u00a0<\/span>Ed Thompson<\/span><\/i><\/b>,\u00a0<\/span>d<\/span>istinguished VP\u00a0<\/span>a<\/span>nalyst,\u00a0<\/span>Gartner<\/span><\/i><\/b>, \u201c<\/span>The field of customer experience (CX) management is on the rise and there\u2019s no sign of it stopping. More than 5,000 organizations worldwide now have a dedicated CX leader, nearly half of whom report to the CEO. This increasing level of CEO oversight shows the importance of CX to the bottom line, hence the need for measurement<\/span><\/i><\/b>.\u201d<\/span>\u00a0<\/span><\/p>\n

While AI\/ML,<\/span>\u00a05G,<\/span>\u00a0and IoT can indirectly help gauge the customer experience, Big Data & Analytics\u00a0<\/span>is going to\u00a0<\/span>play<\/span>\u00a0<\/span>a big role\u00a0<\/span>in measuring the\u00a0<\/span>profundity<\/span>\u00a0of customer experience.<\/span>\u00a0<\/span><\/p>\n

Measuring\u00a0Customer Experience\u00a0<\/strong><\/h4>\n

Gartner in its recent study emphasized on 5 types of metrics\u00a0<\/span>such as Customer satisfaction (CSAT),\u00a0<\/span>c<\/span>ustomer loyalty\/retention\/churn,\u00a0<\/span>a<\/span>dvocacy\/reputation\/brand, Quality\/operations, and\u00a0<\/span>e<\/span>mployee engagement\u00a0<\/span>to measure customer experience<\/span>.<\/span>\u00a0<\/span><\/p>\n

While all these metrics quantify the measurement of customer experience, it is imperative to understand that\u00a0<\/span>only\u00a0<\/span>those\u00a0<\/span>metrics need to be taken into consideration that are relevant to the business.<\/span>\u00a0<\/span><\/p>\n

Nate Jones<\/span><\/i><\/b>, Director of Customer Support at\u00a0<\/span>SimpleNexus<\/span><\/i><\/b>\u00a0<\/span>says\u00a0<\/span>that\u201d No<\/span>\u00a0matter which metrics you choose to use, make sure they are predictive of the outcome you are trying to avoid or promote. Too many businesses gather the metrics because they feel like they are supposed to and don\u2019t understand how to get the value out of them<\/span><\/i><\/b>.\u201d<\/span>\u00a0<\/span><\/p>\n

It is learnt that more enterprises are better off with one customer experience metric and one related behavioral metric. Keeping it simple without any complexity adds value and helps enterprises focus on things that\u00a0<\/span>truly<\/span>\u00a0<\/span>matter<\/span>.<\/span>\u00a0<\/span><\/p>\n

Recent studies by industry experts suggest that it is only the correct analysis, meaningful use of data collected, and holistic approach that can help improve the digital customer experience<\/a>.<\/span>\u00a0<\/span><\/p>\n

Improving\u00a0digital customer experience\u00a0with Big Data\u00a0Analytics\u00a0<\/strong><\/h4>\n

Big Data Analytics has immense potential to empower customer experience in today\u2019s\u00a0<\/span>rapidly<\/span>\u00a0developing digital economy.<\/span>\u00a0<\/span>\u00a0<\/span><\/p>\n

Customer insights are collected from various valid touchpoints.<\/span>\u00a0<\/span>Brands\u00a0<\/span>accrue<\/span>\u00a0an incredible amount of data such as purchase history to social media\u00a0<\/span>annotation<\/span>\u00a0from its customers.<\/span>\u00a0<\/span>\u00a0<\/span><\/p>\n

Big Data processes this data using a set of techniques or programming models and subsequently extracts useful information for supporting and providing decisions.<\/span>\u00a0<\/span><\/p>\n

Few ways to improve digital customer experience\u00a0<\/span>are:\u00a0<\/span>\u00a0<\/span><\/p>\n