Not doing Multivariate Testing yet? Watch out for your Job!

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Jul

12

2010

by MrOptimization in News

Could Steve Jobs Cost you your Job?

It's a good bet that your CEO has been obsessed with Apple for a long time.

Your CEO may not show this obsession outwardly, preferring to brood over Apple in a quiet and solitary way. Or the obsession may have already driven your CEO completely insane.

Either way, your CEO is probably going to bring someone in to make your company more Apple-like, er, "customer-centric" — if that hasn't happened already.

Rise of the Chief Customer Officer

While Steve looks down upon us and smiles, let's venture inside the mind of every other CEO:

Wasn't that fun? Like going down the rabbit hole with Alice.

Now back to this dimension.

Whether they call it Chief Customer Experience Officer, or CCO (Chief Customer Officer) or some other variation, there's a new type of C-Level executive with the power and mandate to make big changes.

And they're popping up everywhere:

Can Multivariate Testing save your Job?

When the CCO summons you to explain why your digital properties are the way they are, you're going to need some good answers.

Answering something like "um, well, you see, our sites look like that because the agency guy said flying flashys are all the rage!" won't be good for your career.

Multivariate Testing data give you bulletproof support for the digital decisions you've made.

You can use other methods to prove you're listening to the "voice of the customer," but in our experience with CCOs, the accuracy of your methodology is directly tied to job security levels:

You Might Still Have Time

The CCO will be focused on a few big picture things for a while, such as:

• The new chain of (Insert name of your company) Stores
• Trying to copy Apple's products
• Trying to copy Apple's customer service
• Trying to copy Apple's Appley Apple

Don't take that breathing room for granted, though. The following conversation will eventually happen up on the C-floor:

• "Hi CCO! You sure look Appley today! Say, we're spending a ton on our digital channels. When are we going to Applefy all of that?"

That conversation could happen at any time and without warning, so make sure you're ready with rock solid voice-of-the-customer data.

Start upping your digital optimization maturity now!