The Critical Importance of User Experience - Testing and Customer Satisfaction
By Angel Zimmerman Co-Founder & Chief Operating Officer, Sajan | July 07, 2013
Unless something is done well-and elicits positive feedback from customers-it's not worth doing. But then, how do you know if an initiative is achieving the intended goal? The answer lies in your customers' experiences.
Let's step back for one minute. When it comes to strategically positioning your business for international target markets, you may have already localized your hotel's website, mobile applications and marketing content. You might have also catered your online booking tool and rewards program for foreign customers. Whatever your specific localization initiatives and accomplishments, your job is not finished when the localized content is delivered to your customers. Because there is one looming follow up question that you need to answer: How well are your global customers responding to those efforts?
Of course, the hospitality industry is known for its emphasis on positive customer experiences, and the stakes are higher than ever today thanks to social media and word of mouth marketing. If a customer is not impressed with your translated hotel description or frustrated with your localized website, he or she may share negative reviews with friends-and seek out a competitor's brand instead.
So, how can you take steps toward ensuring the most positive feedback from your customers? In the simplest terms, the best way is to ask them directly. One method to accomplish this involves testing the user experience, which provides insight into the quality and effectiveness of your translated content. When performed correctly, it can tell you how you can increase your customer retention rate and boost your revenue. After all, Forrester Research deems customer-centricity of a business the single largest determinant of higher customer experience ratings. Formally asking your customers for their opinions can only help you boost customer satisfaction levels.
Conducting user acceptance testing (UAT) for localization goes a long way toward identifying areas for improvement and ensuring a positive customer experience. It is also a novel way to discover new opportunities to mine rich veins of additional revenue for your property. However, marketing professionals need to keep in mind that UAT must correspond to a marketing campaign, rather than being performed for its own sake in isolation. By following best practices and working with a language service provider, a hotel marketing professional can execute UAT successfully and ideally receive confirmation that a localization strategy is working well. Alternatively, the process can show you vital areas that need improvement.
Benefits of user acceptance testing