When developing for any multi-channel experience, it's essential to do lots of A/B testing – changing one variable at a time for any sample of customers, seeing how they react and incorporating those changes that leave better results. You'll want to actually watch people to observe how they navigate a procedure – where they stop, where they begin up again, where they get sidetracked, where they get confused. We've watched customers often, and the results could be surprising enough to at least require considerable tinkering.
For example, with three releases each year, Salesforce has delivered 47 major releases since its inception. Each release is informed by learning from how users behave, adopt and employ Salesforce's features. Consequently, more than 1,700 features have been sourced directly from Salesforce's customer community. In insurance, Salesforce learns from a lot more than 2,500 insurance customers. These continuing improvements take place in an agile fashion, and follow an iterative cycle of release, learn and improve.
The race to become a leading insurer that is able to attract, satisfy and retain customers is in full motion. Those insurers that can blend traditional channels and digital channels inside a seamless way will lead the race, creating clear competitive advantage using the capabilities in position to capitalize on market disruption within the future years.
