John Bates - 3 September 2019
It’s a digital world and changing consumer and user demands necessitate that websites, apps and programs deliver an experience that delights users. Those companies that can’t deliver on these expectations risk poor customer satisfaction scores, low adoption rates, negative brand perception and loss of revenue. These factors are giving rise to a new phenomenon in software testing which we’ve termed “continuous everything,” comprised of three essential areas—continuous quality, continuous delivery and continuous feedback.
In the first of this three post series we’ll examine the drivers behind the former and why continuous quality is so intrinsically linked to business success.
There was a time when QA was viewed as a peripheral, IT-specific function, however, those days are long since gone. In the era of digital transformation, it’s understood that a high quality digital experience is essential in order to deliver a delightful customer experience that, in turn, drives positive bottom-line returns. In order to achieve this, QA must evolve from simply testing whether the product complies with specific criteria to testing how it performs throughout the entire lifecycle—and its impact on business outcomes.
As I wrote in an article for Forbes, “Business outcomes depend on the business in question. They could be basket conversions and revenue for e-commerce businesses, lives saved in health care processes, or online insurance quotes converted into policies for insurance. Digital products now run the enterprise, so quality is actually about testing the business itself.”
Testing the customer experience is something of an intangible concept and, because a given experience could change with new releases, services or developments, it’s imperative that QA be:
- Continuous: Assessing the customer experience is not a “one and done” activity, rather, it must be undertaken on a continuous basis
- Intelligent: QA must also be intelligent, showing what has changed so that testing can be adjusted accordingly
- Accessible: To ensure that quality is measured against critical business criteria, it must be democratized and accessible to the business
As such, while it’s certainly important to start testing early in the lifecycle, success in the digital age is about much more than shifting left.
Eggplant provides companies with a blueprint for continuous quality mapped to their specific business outcomes and goals. Our intelligent, AI-driven approach to testing enables companies to test every permutation of the customer experience, and also test for emotional outcomes and other variables that might affect this experience. In addition, we can predict the user impact of new releases, allowing organizations to quantify the risk and measure it against overall business objectives.
For businesses to thrive, uncovering and fixing the things that are slowing down a website and having a faster website can have a huge impact. So, if you don’t yet have a testing framework that supports continuous quality this is a significant vulnerability you must address—or risk losing market share to your competitors.
Learn more about how Eggplant helps companies continuously monitor and optimize the customer experience, and what our technology could do for your business.