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The Tech Revolutionist, Singapore: Cognizant’s APAC Head Says Customer Experience Testing is a Continuous Journey

“Thriving in today’s fast-moving digital age is about building businesses around the needs of customers,” writes Jayajyoti Sengupta, APAC Head, Cognizant, in an article co-authored with Swami Nathan C, Director, QE&A Technology Center of Excellence, Cognizant. “Staying competitive and relevant is increasingly about meeting heightened customer expectations for hyper-personalization and instant gratification.” Excerpts:

“The game has clearly changed. When it comes to delivering a consistent, personalized and seamless customer experience digitally or in-person, businesses are under mounting pressure to excel. Rather than compete just on product quality, 90 percent of businesses this year will also compete based on customer experience.

From banking to utilities to healthcare, the tendrils of technology have permeated every industry. Customers can now choose from a wide array of products and applications, transaction channels and influencers before making their decision.

With digital business opportunities and consumer expectations changing, all companies, especially consumer-facing enterprises need to understand the customer journey from discovery to action to feedback and finally, support.

Live the customer journey. Assess the maturity level. Execute the strategy. Ultimately, today’s digital organisations need to understand and appreciate that customer experience testing is — and will always be — a continuous journey.”

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