Qa is the new customer service a gas station

With businesses losing $62 billion per year through poor customer service and millennials far more likely to switch services when they feel unappreciated or underserved, it’s no mystery that customer service is more important than ever. Add to that the fact that acquiring a new customer is 5-25 times more expensive than retaining an existing one and the stakes become even clearer.

Bad customer service isn’t just a nuisance; it’s often the difference between a wildly successful business and a financial disaster. Adapting to this new environment, with higher stakes than ever, doesn’t just require more pleases and thank-yous after the fact – it requires quality assurance (QA), the new face of customer service. Why QA rivals traditional customer service

Brick-and-mortar stores are giving way to web browsing, online checkouts and complex logistical changes that enable a product’s delivery right to a customer’s doorstep. While this process may seem seamless, it often involves many steps with multiple players. One small hiccup could be the difference between winning and retaining a customer or laying off employees and shuttering your business. And no amount of traditional interaction at brick-and-mortar stores will be able to win those turned-off customers back. Enter QA.

With the rise of e-commerce and its growing mobile presence, QA is now equal to customer service. It has the potential to impact every aspect of a customer’s experience and, ultimately, a business’s success. QA encompasses the checking of code for errors that can compromise security, impact UX, and leave supply chains a mess and customers wandering elsewhere. There are no niceties or apologies, only security, ease of customer experience, and quick fixes through constant automated testing in the era of continuous product and software updates. User experience

Ensuring that UX is up to par is crucial. A recent survey by the company I work for, QualiTest, found that the most commonly reported technical difficulty in the online checkout process was a frozen checkout page, with almost 60 percent of respondents reporting the issue. A similar study by the Baymard Institute found that 28 percent of people abandoned the online checkout process because it was too long or complicated, and another 20 percent abandoned their carts because the website had errors or crashed during checkout. In retail alone – just one subset of the businesses that need to ensure a high level of customer service through QA – untold sums of money are squandered due to simple UX glitches. Ensuring a seamless, user-friendly experience through QA is the only way to guarantee good customer service – and neglecting it has clear consequences.

The optimal QA solution is attuned to a system’s unique needs and specifications. Checkout processes and other shopping features differ from one e-commerce company to another, but for all companies, it is essential to test for all use cases and simulate real-world environments to ensure a convenient, hassle-free shopping experience. Online, as in brick-and-mortar retail, the best customer service comes from those who put themselves in customers’ shoes and design experiences accordingly. In e-commerce, that means rigorous QA. Data security

As we saw with the Equifax hack, the scandal that got Target’s CEO fired and millions of customers’ private information exposed, and the Home Depot breach that resulted in 50 million customer email addresses and credit card details being stolen, cybersecurity issues abound. They hurt customers and businesses, yet they are all too often met with a slow reaction time, such as Equifax’s 21-day wait to reveal the hack. Despite 70 percent of bugs originating during analysis and design, only 10 percent are put a stop to at that stage. Companies must do better in providing customer service, including a secure experience, and QA is the answer.

Brand reputation and maintaining customer satisfaction is important – that’s a tale as old as time. However, customer service is becoming more vital to business success than ever, while the way brand names are strengthened and customer satisfaction is ensured has shifted radically. The smile at the checkout counter has been replaced by the quick and easy online payment, and theft protection through security cameras is now enforced online. QA is the new customer service – the kind that may not come with a "have a great day" but provides a seamless online experience, an action that speaks louder than words.