Challenge of multichannel and the need for a unified customer journey
Digital adoption comes hand-in-hand with the use of multiple channels. Multiple channels cause challenges that need to be addressed through adequate validation. Some of the characteristics pertaining to multichannel systems includes the following:
- Customer experience consistency
- Responsive design
- Handling of dynamic content
- Performance of the systems
- Bi-modal interfaces (digital/non-digital)
- Interface with point-of-sale devices
- Frequent releases
- Cyber security
- End-to-end validations
In summary, the key challenge lies in finding skilled members to perform the multichannel interface testing. The validations involve both the correctness of aggregated data results and the validation of the performance of the systems.
In the digital world, utilities are striving to serve the customers across channels and provide unified customer experience. The following figure provides a narrative of all the steps in the customer journey, for example...
