Concierge Test

In this type of test, a service is manually offered to customers, with them knowing that they are test users and agreeing to give feedback on the solution. It is usually used for a small group of customers and includes considerable manpower to perform but helps to refine the UX of the service and identify areas for automation and optimization.

The concierge test is a great way to test your business model in a later stage of the development process with a small group of potential customers and can be seen as a pre-pilot. It is particularly powerful for two reasons. On the one hand, it allows you to test your final offering without the need for it to be completely ready, optimized, or automated. On the other hand, it gives you the opportunity to work closely with potential customers and get their qualitative feedback before, during, and after the concierge test to truly make your offering how your customer wants it to be. Concierge tests involve a lot of planning beforehand and are heavy on the time resources of the testers, as you want and need to be closer to the customer than in the final solution. One great thing about concierge tests is that you offer value to the customer that is comparable to the final value offered, which means you should get paid for it at normal or slightly reduced price. Thus, it gives you the opportunity to not only test your value proposition and services, but also the revenue model as well as getting great insights on how to deliver the value in a closed environment.

Helpful Tips

Don’t mix it up: When you are doing a Concierge Test, focus on the customers, their needs and preferences, and their interaction with your offering. Remember that you are not piloting the final solution, so don’t overcomplicate it with restricting yourself to limits that you will have in the scaled-up solution. Rather, note every challenge for the scaled-up solution and find solutions separate from the concierge test setup.

Be involved: As with all qualitative testing, you will have to do it yourself. Giving all responsibilities to interns or service providers will hinder your learning experience, which is central to the concierge test.

Remember it’s a test: Of course, you want your customer to have the best experience, but make them aware that they are part of a test that will not always work as planned or hoped. You will be surprised how enthusiastic your test participants will be solely because the want to develop your offering together with you.

Get different experiences: One key aspect of a successful concierge test is to have a heterogenous group of test participants. You want to gain insight into different experiences and find out about the various shortcomings of your solution with different target segments and markets. Use the disapproval of one segment as guidance for where else to focus on with the further development of your business model.

Rent the Runway, an online dress rental business, wanted to test their solution before going online. They used an in-person service with college students supporting customers in trying on the dress before renting it, thereby improving their understanding of the main challenges with the service.

How to Guide

Develop the blueprint of your offering and transform it into a personalized, interactive service. Test and revise the service internally. Set up feedback options and success metrics.