Salesforce is designing rich, intuitive digital customer experiences with its flagship Customer 360 Journey product that generates seamless customer experiences with connected experiences across multiple channels and departments. https://www.cigniti.com/blog/customer-digital-experience/

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Understanding the customer’s digital experience

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Understanding the customer’s digital experience
Forrester defines digital experience platforms as "software to manage, deliver, and optimize experiences consistently across
every digital touchpoint.“
According to a survey conducted by Forrester in Q3 2021 on Digital Platform Experiences, Salesforce was named as a leader in
“The Forrester Wave” Report. The key statement in the report says, “Compared with other vendors we evaluated, Salesforce
shows strength in search, digital commerce, and platform certifications. It also has strength in testing and optimization, content
creation, customer profile and segmentation, and platform operation.”
Salesforce, like most cloud service/SaaS providers, is diligently making incremental improvements to all of its service offerings to
help its customers achieve business objectives.
Delivering business-critical customer experiences is key to all business establishments. Furthermore, customer experiences are
layered at different levels for different customer interaction phases with service providers. Having just a stack of multiple
enterprise applications does not necessarily help to achieve customer expectations and improve or enhance their digital
experiences.
There is always a half-hearted approach towards something as important as improving and enhancing customer experiences –
by mixing up and associating this problem with difficulties around individual IT platforms and the need to really integrate them,
this results in a non-holistic way of looking at digital experiences and transformation strategies.

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Understanding the customer’s digital experience
Situational Analysis
The global pandemic which hit just as we began this decade has caused us to make significant changes to our business
models, customer approach and delivery patterns permanently.
Contact centers which ran at full speed with numerous contact service operators have all been shut down and many
organizations are actively moving their workforce to provide remote support with the same vigor.
Although this remote approach comes with a different set of challenges, the need for delivering customer digital experience
remains the same or even enhanced as more and more customers (B2C/B2B) are now digitally enabled.
Optimizing Customer Experience (CX)
In today's digital world, besting the competition increasingly comes down to providing the best experience for the customer.
That applies whether you're operating in the B2C or B2B markets.
The customer experience shouldn't include so-called dark patterns, tactics that encourage the user to do something they
don't necessarily want to do. Dark patterns include tricks like forced continuity, where the customer signs up for a free trial
only to find the subscription automatically renews without permission.

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Understanding the customer’s digital experience
Salesforce is reinventing digital experiences by unifying Mulesoft’s Anypoint Platform and Salesforce Integration Cloud to
achieve much broader connected customer experiences by connecting multiple applications, data, and any device with
Mulesoft’s APIs (Application Programming Interface) to unleash the power of Customer 360 on a much wider scale.
When all is said and done, though, it simply isn't enough. Customer experience has become the most important distinction
when it comes to attracting and retaining customers.
The Salesforce Testing Center of Excellence (CoE) at Cigniti is made up of subject matter experts (SMEs) who specialize in
testing Salesforce and Force.com apps. Our testing professionals have extensive functional, domain, and technical
knowledge, as well as the skills to cover all aspects of Salesforce testing. Cigniti's Salesforce Testing CoE team has created a
library of pre-built test accelerators, comprising 300+ manual test cases and automated test scripts, well-defined test data
management methods, and a powerful test automation framework for Salesforce.
Cigniti prepares its customers to foray into the digital space with confidence. To understand how we do it, schedule a
discussion with our digital customer experience and salesforce testing experts.
Read Full Blog at:
https://www.cigniti.com/blog/customer-digital-experience

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