As the growth of digital transformation continues, it becomes increasingly vital to understand the relationship between technology and the humans who use it. In the most recent episode of DTV, the YouTube channel for digital transformation intelligence produced by Infostretch, Avery Lyford, Chief Customer Officer at Infostretch speaks with Gil Sever, CEO of Applitools. As Infostretch continues to push the envelope across all facets of digital transformation, it only made sense to speak with a thought leader like Applitools, who has developed a visual testing and monitoring tool that’s powered by an artificial intelligence (AI) algorithm. The impressive technology mimics the human eye and brain to analyze screenshots in the same way humans do.
In the video, they address the changes driven by digital transformation and the impact those changes have on customer experience. Traditionally, the determination of customer experience is based on the manual analysis and validation of a computer screen. However, there often is a disconnect between the expectation of customer service vs. the actual customer experience when this traditional approach is used – as the determination is strictly tracking functionality and performance, and not usability or sentiment.
This disconnect is partly caused by the ways in which end-users access information – including mobile phones, tablets, readers, gaming consoles, computers and more – all of which vary in where they can be used. Additionally, different devices, browsers and screen sizes introduce new complexities for development. But regardless of how a customer engages with an application or service, it’s vital to ensure that customer experience is consistent and flawless. Doing so depends upon accurately addressing customer experience early in development, as well as after deployment.
Mr. Sever and Mr. Lyford also look beyond the development factors and explore how these variables currently present themselves in different verticals. For instance, financial services customers want the ability to access account information on any device. Creating such an experience requires developers to measure and record what customers actually see against the key performance indicators (KPIs) that are required. This includes factors like conversion rates and how long transactions take. These types of scenarios add complexity because the customer experience journey isn’t solely determined by the technology, instead it must account for both the technology and business expectations.
The video also addresses questions that should be taken in to account when developing apps and services, including:
– Does customer experience remain the same regardless of the number of people accessing it?
– Is data integrity maintained when a customer changes parameters, such as translating text from one language to another?
– Does it comply with regulations and requirements for different regions of the world?
– Has it been tested before and during development?
– Will monitoring continue after production and launch?
The discussion also outlines the benefits that a developer can gain by incorporating such changes, including shortening time-to-market, accelerating agility and enhancing the quality of competitive differentiators. But to fully take advantage of these benefits requires automating applications and services that can continually be updated, adjusted and monitored.
Finally, the video examines why AI is important in visual analysis and testing. AI-powered algorithms are able detect faults in application development and dynamically take action to resolve them, with minimal manual intervention. The algorithm actually learns and adapts, which means the application’s quality of experience (QoE) improves over time.