Best Practice Report

Elevate Your Online Testing Program With A Continuous Optimization Approach

February 15th, 2018
With contributors:
Gene Leganza , Emily Miller

Summary

Online testing approaches are the core of a continuous optimization strategy to deliver the best possible customer experiences by iteratively improving customer interactions. When making the strategic case for online testing, consider the number of customer interactions, digital interaction channels, customer lifecycle phases, and online testing techniques. Elevate the value that your online testing program delivers by making changes and investments that incrementally improve its state within each dimension. This report assesses the state of online testing and calls on customer insights (CI) professionals to boost the strategic value that their practices can deliver using the four continuous optimization dimensions.

Want to read the full report?

This report is available for individual purchase ($1495).

Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.