Single vendors are not the silver bullet to poor customer experience that organizations are looking for. Instead in a world where problematic legacy infrastructures remain an enduring issue, best-in-class solutions that support single business functions or act as a core platform component make more sense than ever before.
Last year only 20% of charitable donations came from online, which contrasts sharply with the wider trend of increasing online activity across all industries (Econsultancy, 2015).
Listening to your customers has always been important, but in 2016 understanding their issues is vital for retailers seeking to stay ahead when it comes to customer experience. This is because we live in the expectation economy, a crowded marketplace where customers buying online will not think twice about going elsewhere if you're not up to scratch.
At the height of the Space Race, billions were spent in a race to the finish line, with both sides innovating as fast as possible and gunning for victory.
Once upon a time, expecting a barista to know your coffee order before you walked into the coffee shop depended upon a relationship built up over many coffee breaks, and a lot of caffeine.
Welcome to the good times.
Travel brands are surging ahead with $600 billion in online travel sales in 2014 (PR Newswire, 2015). Airlines, for example, have had their most profitable quarter since 2007, in large part due to the key role now played by extra add-on fees.
“We focus intensively on the customer...we strive to make our customers’ travel experience seamless, personal, and caring”
Sir Colin Marshall, Former Chairman, British Airways
Twenty years ago, Sir Colin Marshall, Former Chairman of British Airways, featured in an interview for Harvard Business Review on how BA aim to differentiate in their approach to customer experience. Sir Colin noted that even in an intensely competitive and price-sensitive market, there are plenty of people who would be willing to pay a premium for a good service. Twenty years on, there are still pertinent lessons in this interview that resonate with companies such as Qubit, who are empowering brands with a toolkit to enhance their customer experience for better business results.
When devising a testing strategy, it is important to think about how to segment visitors in a functional way which is both scalable and allows for continuously optimised personalisation.