Sixty percent of consumers are likely to be less loyal to a brand if they experience poor website or app performance; 10% said they would never return to an offending brand for goods or services. Customers are more demanding than ever before. They don’t just want to be met on their terms, they expect to be. With the merging of the physical and digital worlds, brands need to offer customers consistent and seamless experiences in an omnichannel approach. Discover how brands like Google, Amazon, Nike, Dow Jones, and FOX meet customers on their terms and ensure the experiences they deliver are flawless across every customer touchpoint, device, and location.

1. KEEPING CUSTOMERS HAPPY IN
A DIGITALLY DEMANDING WORLD
Kristin Simonini, VP of Product

2. WHO IS APPLAUSE?

3. ENABLING YOU TO DELIVER
FLAWLESS EXPERIENCES

4. 300 Thousand
community members
2.4 Million
devices
200+
countries and territories
1+ Million
vetted submissions/year
• Access to skilled and highly vetted global talent
• Real people, real environments
• Team engaged within hours on demand
• Curated based on required skills, demographics, locations, devices
• Engaged through gamification and meritocracy
Largest Global Community Of Software Testers
4

5. Leading Brands Rely On Applause
5

6. OBSTACLES TO SUCCESS

7. CUSTOMER
EXPERIENCE

8. Today’s Challenges
8
Way Too Many
Variables
Need to execute on every device,
OS, wireless carrier, payment
method, location
Complex, Real-World
Scenarios
Experiences entering the home,
car, store and restaurant. IoT and
wearables too
Human Behaviors Are
Unpredictable
Real world environments cannot
be controlled
Software Testing Can
Hold Up Releases
In today’s CI/CD world, QA cannot
be a bottleneck

9. 9
RESEARCH > SHOP > PURCHASE > PICKUP > SERVICE
Check With
Friends
Compare
Products
Visit
Stores
Compare
Prices
Download
Coupon
Create
Shopping Cart
Complete
Order
Scan
Coupon
Receive
Email Offer
Browse
Reviews
In-Store
Pickup
Upsell
Warranty
Like And
Post Online
Write
Review

10. THE RISK OF GETTING IT
WRONG CAN BE FATAL

11. OMNICHANNEL UX BEST PRACTICES

12. Make It Easy For Customers To Engage
Engaging with Customers
1. Get users invested in the app by customizing & personalizing their
experience to best meet their needs.
2. Allow users quick access to frequent tasks and show data in an
interesting format.
3. Customize the experience with the user’s name and other specific data to
make the user feel special.
4. Offer quick and easy access to help and support in a variety of formats.
5. Choose a tone and ethos for content that appeals to the target group.
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13. 13
Allow Users To Get Invested In Customization /
Personalization
What works well in this example:
• By showing both the written label and the image on each call to
action, the user may skim the list(s) to quickly customize the
content displayed within the app.

14. 14
Allow Users Quick Access To
Frequent Tasks
What works well in this example:
• Note that on the second order screen &
Pizza offers 3 engagement calls to action
(e.g. rewards, refer a friend and gift cards).
That is nearly half of the calls to action on
the screen.

15. 15
Offer Quick Access To Help And Support
What works well in this example:
• Users have different needs and it is important to offer customer
service is a variety of formats.

16. 16
Simple Customization Makes Users Feel
Special
What works well in this example:
• When a user sees details such as their own name there is a
perception that the app is working correctly and it provides a level
of comfort.

17. 17
Choose A Tone And Ethos
That Appeals To The Target
Population
What works well in this example:
• &Pizza’s ethos is anti-establishment
and creative. It encourages users to
join and spread the word. Its focus
on small sized single serving pizza is
customized to their market.

18. Reaching Customers with Notifications
Communicating with Customers
1. Establish a communication strategy by using different message types
(push notifications, email, in-app notifications, and newsfeed messaging)
as appropriate.
2. Chunk the information to ensure the user can easily scan and
comprehend important information.
3. Create personalized or relevant notifications that show enough value to
justify the interruption.
4. Understand target audience, their lifestyles, and needs.
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19. 19
Establish A Communications Strategy
Use different message and notification types depending on content,
priority, and volume.
See What’s New
Simple
Content
Rich
Content
High Priority Message
Low Priority Message
NewsfeedIn-App Notification
EmailPush Notification

20. 20
Chunk The Info To Ensure
The User Can Easily Skim
For Important Parts
What works well in this example:
• Providing only a single
recommended option (among many
available options) is a validated best
practice for first time users, whether
in notifications or the app (see ‘First
Time Use’ section above).

21. 21
Justify The Interruption
What works well in this example:
• CNN’s very short onboarding process
(notifications, region + location selection)
not only asks to allow notifications but
encourages the user to select a level of
frequency that suits them.

22. 22
Understand Target Audience, Their Lifestyles
And Needs
What works well in this example:
• DuoLingo pushes notification reminders to complete a daily lesson
at an appropriate time of day, in this case, around 7 PM on
weekdays. It would be less productive to send reminders at e.g. 10
AM when users may be at work or in school.

23. WHO’S GETTING IT RIGHT?
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25. Streaming Quality
Fantasy football
Increased Demand of the Super Bowl
Go Giants!

26. Rider AppTesting
Global Participation
Over 180Test Cycles
MoreThan 1000 Reported Bugs