Travel & Tourism: 5 Keys To Unlock A Great Digital Customer Experience via Crowdtesting
Within the travel and tourism industry, providing a great digital customer experience via mobile apps, websites, chatbots, and more is extremely important. Crowdsourced testing or crowdtesting is a Quality Assurance (QA) solution that offers a number of resources and capabilities needed to execute User Acceptance Test (UAT) campaigns and unlock a flawless digital customer experience.
In this article, we will explore the five keys to unlocking a great digital customer experience via crowdtesting.
Unlocking the Digital Customer Experience via Crowdtesting
1) Testing Across All Channels or Services
Providing a consistent and seamless digital customer experience across all channels is a major requirement for many industries including travel and tourism. Travelers today often interact with a company across multiple channels. In fact, according to a Google/Ipsos study, about 94% of leisure travelers switch between devices as they plan and book a trip. When accounting solely for the booking process, 31% of leisure travelers and 53% of business travelers said they have made travel arrangements using a smartphone.
As a result, many in the industry continue to work to create excellent customer-facing services that provide an excellent digital customer experience. Services such as websites, mobile apps, and even chatbots enable customers to easily plan, book, and manage their trips using their preferred channel.
While developing high-quality digital services can be time-consuming and expensive, providing a first-rate digital customer experience across all channels is essential and plays a key role in customers’ decision-making process.
According to a 2019 Travelport survey, 71% of travelers cited the quality of the digital customer experience as key factor in their decision-making process when booking flights, while over 50% cited the quality of the digital experience as a key factor when booking accommodations.
To offer a high-quality digital customer experience, it is vital for companies to properly execute UAT campaigns. Without thorough testing, it is certain that apps, websites, and other services will be hindered by the presence of anomalies or bugs that can block key functions, frustrate users, and put your business goals at risk.
Here, crowdtesting enables companies to plan and execute UAT campaigns for any digital service including websites, mobile apps, chatbots, SaaS, and more using a community of freelance, QA professional.
What is also beneficial about crowdtesting is that it helps companies overcome a major testing challenge: the lack of testing devices or budget to purchase testing devices. Since crowd testers use their own smartphones, tablets, laptops, etc., test cases can be executed without limitations or spending a ton of money to purchase testing terminals.
In the end, crowdtesting will enable you to thoroughly test all of your customer-facing services to guarantee a great digital customer experience.
2) Testing Multilingual Websites, Apps, and Chatbots
Within the travel and tourism industry, having multilingual digital services is almost essential for providing a great digital customer experience.
The challenge facing many companies, however, is testing websites, mobile apps, or chatbots across multiple languages. Without an internal multilingual QA team, it is nearly impossible to test multilingual digital services.
Crowdtesting in contrast provides companies with the ability to test apps, websites, and other digital services using professional testers from around the world who have the right language skills needed for each campaign.
At StarDust, our crowdtesting community, We Are Testers, is composed of over 3,000 QA professional across 60 countries speaking 45 different languages. The diversity of We Are Testers facilitates multilingual testing by making it easier to build a multilingual testing team for your UAT campaigns.
Pointing out mistranslations, grammar mistakes and other language-based issues, in addition to functional bugs, can go a long way towards improving the user experience and avoiding embarrassing mistakes that push people to leave your website or mobile app in search of a better digital customer experience.
3) Testing with Objectivity
The ability to test apps and websites in an objective manner is crucial as it ensures that testers do not miss bugs, anomalies, or other issues as a result of their biases or knowledge of the digital service. In fact, knowing too much about an app, for example, can make it harder to uncover more subjective bugs that, if left unfound, will ultimately negatively affect the digital customer experience.
Therefore, it is never a good idea to ask developers to perform the tasks of QA testers. The developers' knowledge and understanding of the app, for example, will make it harder for them to test with the proper level of objectivity.
Crowd testers, on the other hand, provide the right amount of objectivity. By remaining independent from your development team, crowd testers are able to test your mobile apps, websites, etc., with the objectivity needed to uncover a maximum number of bugs and create an improved digital customer experience.
4) Performing Cross-Device Testing
Given the fact that many travelers will research information and book tickets or accommodations across multiple channels, it is important for companies to test their websites and apps across multiple devices and configurations. If not, companies run the risk of creating an inconsistent digital customer experience that will vary across different devices, operating systems, browsers, and screen sizes.
In particular, cross-device testing can be a challenge for companies that lack a large internal library of testing devices across different configurations. Performing cross-device testing is especially important when testing mobile apps and websites due to the fragmentation and diversity of the smartphone market.
Without access to a variety of devices or configurations, it is nearly impossible to properly test your apps or websites using the smartphones, operating systems, and/or browsers most frequently used by your customers.
Companies must also take the proper steps to produce apps and websites that load quickly, while also providing clear and easy-to-use user experience to prevent customers from leaving their site or app.
In fact, a survey conducted by Google/Ipsos illustrates this point.
Crowdtesting helps companies overcome this problem. What crowd testers bring to the table is a diverse collection of real testing devices (smartphone, tablets, computers, etc.) and configurations (model/OS/screen size, etc.) that are necessary to properly test your mobile apps and websites.
Not only does crowdtesting make it easier to test your digital service using specific versions of mobile operating systems, but it also makes it possible to execute tests using specific devices or configurations that are only popular in certain countries or regions.
By choosing crowd testers who possess the right testing resources, cross-device testing can be performed with confidence.
5) Testing with Flexibility
Last but not least, crowdtesting provides the flexibility that companies need to execute UAT campaigns in the face of various constraints.
It is common for unforeseen problems to arise that create delays, raise project costs, and place greater pressure on development and QA teams.
When this happens, test phases can often become watered down or moved to later sprints in order to help keep the project moving along. In the end, this can lead to a snowball effect that ultimately hinders the digital customer experience.
With testers located all over the world, it is easier to execute UAT 24/7 to provide the quick and thorough results that development teams need. As a result, we at StarDust, along with our crowdtesting community, have the capacity to plan and execute UAT campaigns, and provide test results very quickly to help your projects stay on schedule.
To see if crowdtesting is right for your QA needs, please do not hesitate to request a quote below or to download our white paper to learn more about crowdtesting.