{"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 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>\nMeasuring\u00a0Customer Experience\u00a0<\/strong><\/h4>\n