As everyone scrambles to define a Customer Experience Management service, it’s important to understand that one-off solutions won’t work. Companies still have to consider backend business functions to get an overall perspective of the customer experience.

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We live in a unique cellphone bubble in North America: We are the only region in the world where the majority of people get their cell phone service with a subscription. Here, prepaid phones are a fringe minority, relegated to lower-income populations, very infrequent users, and loaner phones. But in the rest of the world, prepaid phones vastly outnumber subscriptions, in some cases by 5-10x.

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[This is a followup to an earlier post on the Myths of Agile Testing.]

Following up on our first webinar on successfully conducting testing in an Agile development environment, we ran a second webinar for Europe. This again generated more questions than we could answer in the webinar itself, so we've collected and answered these below, we hope they are informative for those of you seeking to better employ testing in your Agile projects.

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In a talk earlier this year to employees, Nokia CEO Stephen Elop asked a question that many were probably afraid to answer truthfully, given how Nokia is struggling to combat the iPhone. As BusinessWeek described it:

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Successful consumer experiences are as much about behind-the-scenes business operations and processes as they are about easy-to-use products and cool designs. 

There is no doubt anymore that most companies recognize the true power of experience—thanks in large part to Apple, who has successfully emphasized user experience as an important element of success. And yet, it’s amazing to see that there is no simple definition of what “experience” really means or entails. Is it the overall interaction with a cool or smart design or is it confined to the graphic user interface (GUI)? I would say both. But I would also add that the complete user experience must also entail the service flows around various experience touch points.

The fact is, experience is the art of taking all those behind-the-scenes business processes and operating complexities (which we always tend to overlook), rationalizing them into streamlined functions, and then hiding them from the user by creating easy-to-use touch points and cool designs. So far, this is what has set Apple ahead of the competition, even as the competition floods the market with a surfeit of Apple look-alike products.

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Earlier this week we held a webinar - "7 Myths about Agile Testing - Busted!" - that generated a lot of good questions about how best to conduct testing while in a fast-paced, fluid Agile environment. We didn't have time to get to all the questions, so the Aricent experts who ran the webinar, Gopinath Ramachandran, Gayatri Singla, and Srimanta Kumar Purohit, have gone through the unanswered questions and answered them below.

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