It is important to note that good experimentation goes well beyond the individual tests and their protocols. Some sources of competitive edge can be:
•Does your customer have to repeat his concern every time he interacts about it through a different channel (does this lead to customer churn?)
•Does the customer get recommendations based on his transaction history about the most suitable plan when he is about to renew his contract (does it lead to increase in revenue to service providers?)
•Can it be ensured that customers who have raised trouble tickets are not sent promotional offers? (does it have an impact on NPS?)
•Can there be a proactive intimation to the customer about an outage (will it improve customer life time value?)
Only by exploring and experimentation can companies unlock their capacity for innovation in interacting with customers. Indeed, experimentation is inextricably connected to innovation, and managers need to understand that fundamental link and promote a culture of innovation.