Customer experience transformation is a key initiative for any business that wants to position itself for the 21st century. Two important concepts involve updating and digitizing technology, and creating persistent customer relationships. According to Bain & Company, customer experience transformation starts with “… simplifying your core business and digitizing it where it matters.” McKinsey & Company writes that in any customer experience transformation, “… the voice of the customer can be used to identify upstream and cross-functional issues and address the root causes of problems.” In short, to see positive results, you need well-tested, high-quality digital assets that reflect ever-evolving customer needs and desires.
Burndown charts, feature completeness, code quality, pass/fail testing. Dev and test managers have access to lots of data from many sources about an upcoming release. But none of it directly relates to business outcomes. While decisions might be influenced by data, they’re still largely subjective and more often based on experience.