In a CX Effect report, industry thought-leader Martin Hill Wilson compares the current state of CX transformation – across all industries – to a long train.
"There are a few companies right up there at the front, while more are at the back," he says. "Yet, the majority of us are trundling along in the middle, being pulled forwards by the front runners, hoping to avoid getting left behind."
The evolution of AI-powered contact centre technologies, cloud migration, and COVID-related disruption has only increased the proportion of companies driving toward the forefront of innovation. Indeed, Deloitte research states that 85% of companies have significantly accelerated digital transformation during the crisis.
For digital transformation efforts to succeed, however, businesses need to follow a comprehensive plan that engages stakeholders from all functional areas impacted by the positive changes - as well as the challenges - that innovation brings.
Rushing through any stages of planning, designing, building, testing, or deploying processes within CX transformation can compromise the quality of innovation and deliver less-than-optimal results.
As such, companies are turning to automated quality testing and assurance technologies to speed up and safeguard their transformation efforts. Technology that focuses specifically on automated assurance for customer experience, such as Cyara, can help organisations plan, build, test, and launch CX innovations with less risk, lower cost, and greater overall speed and efficiency.
Inefficient Testing Impedes Omnichannel Development
As digital transformation accelerates, errors such as dead ends and dropouts will inevitably creep into the process, disrupting digital customer journeys and driving contact volumes. Catching these early in the transformation cycle is critical. Yet, manual testing takes time, and CX teams should not have to make a trade-off between speed and quality.
Cyara increases quality across all customer engagement channels by automating the testing process, ensuring that end-to-end journeys run seamlessly.
By testing omnichannel journeys in real-time, companies garner an outside-in view of every step of the CX journey while better understanding the drivers of pain points and inefficiency.
As Alok Kulkarni, CEO at Cyara, says in a CCW report:
You will want to test the customer’s perspective assuring that the journey as a whole works as intended, not just individual pieces. By replicating the actions of a customer trying to accomplish a specific goal, such as looking up an account balance, or checking an order status, you can test how the systems work holistically.
As a result, companies can proactively solve issues as they emerge, ensuring seamless omnichannel journeys and enabling customers to accomplish their goals more swiftly.
Use Active Monitoring to Optimise Digital Experiences
An automated CX assurance platform such as Cyara’s generates thousands of synthetic omnichannel interactions to test customer journeys from the outside-in. This process is known as “active monitoring”. From digital apps to IVR systems to agent desktops, it allows companies to pinpoint and eliminate errors.
According to Kulkarni, gaining such a perspective is crucial to optimise CX transformation projects. He says: