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.
Log in to continue reading
Client log in
Welcome back. Log in to your account to continue reading this research.
Become a client
Become a client today for these benefits:
- Stay ahead of changing market and customer dynamics with the latest insights.
- Partner with expert analysts to make progress on your top initiatives.
- Get answers from trusted research using Izola, Forrester's genAI tool.
Purchase this report
This report is available for individual purchase ($1495).