In the age of Digital, there is still enough room for the physical.
It is clear that enterprises wish to bring the digital user experience into the branch or office. Today, the mobile and digital banking experience is already part of our visit to the branch. Banks are digitizing the customer experience in the branch by placing tablets, reducing the paperwork and therefore, also the time we are spending there (we all like an instant experience, right?). The need to ensure a perfect experience in this competitive reality is receiving prime location. In my journey to help digital enterprises with perfecting their user experience, I see a growing need from not only bankers and insurance agents that are now more dependent on their tablets but also from pilots, aircraft technicians and others who work in the field. They are using internal apps and services but with the criticality of these services, it does not leave room for mistakes or glitches.
Marketing forces have recently introduced a new model that combined the Digital & Physical aspects of targeted exposure: Cost-Per-Visit. This new business metric aiming to encourage in-store consumption of services/goods and for brands to pay publishers for ads only when a customer is being exposed to it while visiting a specific location. In other words, using the CPV model not only helps brands increase foot traffic and boost sales, but also helps foster a more trusting relationship between brands, agencies and vendors.
So now that it’s clear that digital enterprises that have physical branches are placing greater emphasis on location intelligence, the question is how do you ensure quality on all different locations?
Proximity advertising is a good example, but how about or more basic one: searching the right branch? Does your service have the right ingredients to allow location based search (e.g. find the close branches to my current location, etc.)? Let’s assume the answer is yes – how would you test that nationwide assuming you’re representing a bank with branches nationwide? Covering such use case, would be a trivial part of a standard daily/weekly regression cycle, right? The answer in most cases would be the ability to inject the location intelligence as part of the automation suite. I often encounter trivial use cases while working with Digital Enterprises to optimize their UX: