Importance of customer experience testing

The Importance Of Customer Experience Testing

Importance of customer experience testing

Do you know who has the supreme power of authority in any business in the Digital world?

Well, of course, you guessed it right. “THE CUSTOMERS”

A customer who has a positive and happy experience with business always remain loyal and stay with the product for a longer period. According to research by American Express, 86% of customers are willing to pay more for a better experience.

Remember, “word of mouth travels fast!”

So, if a company wants to outperform its competitors, it should invest in the best teams, process, and technology along with a clear customer-focused vision.

An effective customer experience testing strategy plays a vital role in reaching the business objectives with the best customer experience.


In today’s digital world, end-user delight has become paramount for every business. The customers are the ultimate decision-makers and thus have the power to make/break a business with the social media channels available today. The customer experience testing needs to be a continuous process as the user expectations of a product/service are continuously evolving. 

With the increased emphasis on product quality, the companies have to strengthen the quality assurance solutions to go in-line with the present market competition.


Customer experience testing is different from regular exploratory testing. Even though verification-driven testing is the fundamental element of testing, the organizations should also give equal importance to continuous quality processes to cope with current trends like DevOps and continuous delivery.

The QA team should keep in mind the following points to design the best customer experience strategy:

Understand the target customers:

Learn to live the customer’s journey. Think from the customer’s point of view and understand their behavior and intent behind the product interaction. A customer journey map helps assess the different testing needs like functional, performance, security, data privacy, etc. Remember that these factors differ according to demographics.

User-Centric approach:

A user-centric approach to testing helps identify the defects long before the application goes into production and eliminates the negative impact on the customer experience.


Accelerate and enhance the testing methods by using automation. Artificial Intelligence (AI) and machine learning (ML), coupled with automation, help test and monitor the end-end digital user experience continuously.

Effective test strategy:

A well-defined customer experience test strategy based on the user analytics and customer data helps the QA team to understand the customers from all perspectives and ensures coverage of the maximum user flows.

User Analytics:

User analytics are very important in understanding customer behavior and gives us a better insight into his preferences. This way, the QA team should concentrate on the most widely used flows, transactions and devices.

Focus on Performance:

The performance parameters should also be given importance in conjunction with the functional behavior of the system. Remember, this is a fast-moving digital world, and if your product’s performance in terms of velocity is not satisfactory, then the business might end up losing its customers even though it is functionally good.


Let us consider a user coming to an e-commerce website to purchase a product.

Here, the QA team should validate the customer experience in three stages.

  1. Pre-Purchase
  2. Purchase Process
  3. Post-Purchase

In the Pre-Purchase phase, the team should focus on the aspects like:

Accessibility of the applicationCompatibilityContact details
User InterfaceAvailable informationOptions
Look and feel of the appProduct detailsAvailable offers, if any
Screen navigationsUser intuition

In Purchase phase, the tester should focus on the following points:

Screen NavigationsConfirmation MessagesCancel Transaction
Mode of PaymentsTransaction FailuresSecured Payments
Shopping CartResponse Times

In Post – Purchase phase, the tester should focus on the following points:

Order StatusDelivery TimesShipment Tracking ID
Proper packageInvoicesReturn Policy
Order History

These are just a few validation points. There will be many more checks once you enter into the application while testing.

Final words- Customer experience Testing


A positive interaction, communication, and trust are significant for any business to keep their customers longer. Quality of service is what makes your customers happy. It is said that 60% of users will not return to a website once they have had a bad user experience. A business cannot let its customers go to their competitors, which will significantly impact their revenue. So, implementing the best customer experience test strategy, quality standards, and methodologies is a must for any product before it hits the market.

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