Case Study

How to optimise the digital customer experience

Nowadays, people increasingly expect brands to offer them quality experiences that are consistent across all touchpoints. Companies that truly understand their behaviour and respond to their needs are, therefore, bound to be increasingly successful. We help them analyse and thus improve the customer experience on all digital channels with an evidence-based methodology. This allows companies to gather trustworthy and reliable insights at every stage of the customer journey.

#Customer Experience

The challenge

How can the customer experience be monitored at every stage across all touchpoints to obtain insights that can be used immediately?

In an increasingly diversified and constantly evolving digital market (just consider that three negative experiences can convince a company to abandon a brand), customer loyalty is, in fact, a crucial aspect that requires continual improvement and an all-round perspective. A compartmentalized approach is often taken to managing the various digital channels, with separate operating groups that treat them as if they were independent interaction points, thus preventing full visibility of what the overall customer experience is and what their needs are. 

End-to-end holistic approach

Thanks to an end-to-end approach which goes beyond the classic methodology where specific KPIs are measured at certain points in time, our analysis spans the entire customer journey. 

By extending the scope of interest to the entire reference market (consisting of competitors and comparables), we carry out benchmarking with test automation tools in order to provide constant monitoring of the main experience KPIs for all the stakeholders. 

We are able to integrate our frameworks with any tool or technology, adapting our approach and tools to market dynamics and company requirements. As a result, we modulate our activities throughout the entire software lifecycle (both in the pre-release and production stage).

Customer journey validation  

The best way to obtain a complete snapshot of the experience that you are providing your customers with is to perform an in-depth inspection and assessment of the relevant customer journeys in terms of what they really are and not just how they have been designed. We do this by preparing tailored tests at every stage of the customer journey, focusing on user behaviour, functionality and the reference market.



Crowd and panel testing
Usability testing (moderated group
and o2o sessions)
A/B and multivariate testing


Functionality and performance

Scenario based functional testing
Accessibility & resilience testing
Prototype testing
Digital experience continuous monitoring



Competitors benchmarking
Key feature and innovation monitoring

Experience analytics

The results deriving from the validation can be integrated with objective insights taken directly from your own customer base. By making use of the best analysis tools available on the market (e.g. Medallia, Hotjar, etc.), we are able to intercept customer reactions, moods and trends, thus indirectly obtaining the necessary feedback for companies that they would otherwise struggle to obtain without direct and active customer involvement. 

Behaviour analytics

This type of activity makes it possible to understand in real-time whether the “physical” reactions of customers can improve interactions on the different digital channels. We intercept clicks/scroll heat maps, key strokes and rage clicks.

Sentiment analysis

Through the use of a proprietary framework, we can analyse discussions, feedback, comments and posts with the goal of identifying what users are saying and thinking about a certain brand 

Voice of the customers

We can prepare survey sessions and gather feedback by using a customer base segmentation approach and defining target personas.


Concept Reply is specialised in the research, development and validation of innovative solutions in the IoT (Internet of Things) field. Today, we are recognised as a centre of expertise and excellence in Testing and Quality Assurance that includes a Business Unit specialised in this service. Thanks to our laboratories and to an international team of professionals specialising in the QA and Validation fields, we are able to provide companies with an end-to-end support for the validation of products and services, while at the same time optimising costs and time-to-market.