Experts of Experience: Episode #58 The ROI of Listening: How Brands Are Winning with User Feedback
Hosted by Lauren Wood | Presented by Salesforce Customer Success
Release Date: November 27, 2024
Introduction
In Episode #58 of Experts of Experience, host Lauren Wood engages in a compelling conversation with Michelle Engel, Chief Product Officer at User Testing. The episode delves into the critical role of user feedback in shaping exceptional customer experiences (CX) and explores how brands can leverage platforms like User Testing to drive meaningful improvements and achieve a significant return on investment (ROI).
The Importance of Listening to Customers
Michelle Engel opens the discussion by emphasizing the dual facets of customer experience: avoiding disappointment and striving to delight customers. She underscores the necessity of measuring these experiences to formulate effective strategies.
"If you're not measuring, you don't have a strategy, you don't know how you're performing." (00:00)
Engel highlights that understanding customer interactions across various touchpoints is crucial for making impactful improvements.
User Testing: Empowering Businesses to Connect with Users
Lauren introduces Michelle Engel and invites her to elaborate on the mission of User Testing—a platform dedicated to facilitating meaningful conversations between businesses and their customers.
"User Testing is the leader in helping brands... connect to a real human and bring in that insight into their business process to really drive better ROI, better results." (01:17)
Engel explains that User Testing provides a structured environment where companies can efficiently gather high-quality feedback from a diverse pool of participants, enabling them to validate product ideas and marketing strategies before significant investments are made.
Impactful Case Studies: American Airlines and Panera
Engel shares success stories illustrating how User Testing has enabled companies to enhance their customer experiences. A standout example is American Airlines, which utilized the platform to benchmark their app's usability against competitors. This initiative led to a 37% increase in task completion rates, such as adding passport details and requesting meals.
"They built a benchmarking program... resulting in a 37% increase in the ability to complete tasks." (10:39)
Another notable case is Panera, which used User Testing to design a new catering website tailored to bulk orders, ensuring the platform met the specific needs of their customers from the outset.
Enhancing Customer Effort Scores through Observational Insights
The conversation touches on the limitations of traditional surveys in capturing customer effort scores and how User Testing bridges this gap by observing real-time interactions.
"Why do a survey when we can actually see how much effort is going into completing a task?" (13:05)
Engel explains that User Testing allows businesses to watch customers navigate their products, identifying friction points that surveys alone might miss. This observational approach provides deeper insights into the "why" behind customer behaviors and satisfaction levels.
Bridging Data and Emotional Experiences
Lauren and Michelle discuss the importance of connecting quantitative data with the emotional experiences of customers. Engel emphasizes empathy as a cornerstone of effective CX strategies.
"Empathy and having an understanding of the use cases, of what they're experiencing in their life..." (16:55)
By combining data analytics with qualitative observations, User Testing helps businesses comprehend not just what customers are doing, but how they feel while interacting with a product or service.
Facilitating Decision-Making with Customer Insights
Engel highlights how User Testing supports faster and more informed decision-making within organizations. By providing real-time feedback, the platform empowers leaders to make evidence-based decisions quickly.
"By the time the meeting's over, you at least have some input into what the right answer might be." (22:34)
This capability is particularly valuable in consensus-driven environments where aligning various stakeholders can be challenging.
Understanding Diverse Customer Segments
The discussion delves into the necessity of recognizing and catering to diverse customer personas. Engel stresses that effective testing requires a clear understanding of different user groups to tailor experiences that meet varied needs.
"Understanding the Personas for your product are like the first critical step." (25:48)
User Testing enables businesses to segment their audience and gather targeted feedback, ensuring that solutions are inclusive and resonate across different demographics.
Leveraging AI in User Testing
AI integration is a pivotal theme, with Engel describing how artificial intelligence enhances the User Testing platform. AI accelerates data processing, identifies trends, and surfaces unique insights that might otherwise remain unnoticed.
"AI comes in and lets us... find different insights and unique insights." (31:32)
From automating participant quality checks to generating highlight reels of user interactions, AI significantly reduces the time and effort required to extract actionable insights, facilitating a more efficient feedback loop.
Future Outlook and Technology's Role in CX
Looking ahead, Engel envisions technology continuing to transform customer experiences by increasing efficiency and personalizing interactions. She reflects on the rapid technological advancements post-COVID and how they have reshaped consumer expectations and business operations.
"Speed, with which technology can sort of just improve efficiency... is transformational." (35:49)
Engel anticipates further innovations that seamlessly integrate into daily life, enhancing convenience and satisfaction for customers.
Rapid-Fire Insights and Advice
The episode concludes with Michelle Engel sharing heartfelt anecdotes of exceptional customer service and offering valuable advice for CX leaders. She recounts her positive experiences with brands like Target and an electric car company, emphasizing the impact of swift, empathetic responses on customer loyalty.
"It's to listen to your customers... share back that you're listening." (47:39)
Engel's key takeaway for CX leaders is the paramount importance of actively listening to customers and demonstrating responsiveness to their feedback.
Notable Quotes
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Michelle Engel (00:00): "If you're not measuring, you don't have a strategy, you don't know how you're performing."
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Michelle Engel (01:17): "User Testing is the leader in helping brands... connect to a real human and bring in that insight into their business process to really drive better ROI, better results."
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Michelle Engel (10:39): "They built a benchmarking program... resulting in a 37% increase in the ability to complete tasks."
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Michelle Engel (13:05): "Why do a survey when we can actually see how much effort is going into completing a task?"
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Michelle Engel (16:55): "Empathy and having an understanding of the use cases, of what they're experiencing in their life..."
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Michelle Engel (25:48): "Understanding the Personas for your product are like the first critical step."
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Michelle Engel (31:32): "AI comes in and lets us... find different insights and unique insights."
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Michelle Engel (35:49): "Speed, with which technology can sort of just improve efficiency... is transformational."
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Michelle Engel (47:39): "It's to listen to your customers... share back that you're listening."
Conclusion
Episode #58 of Experts of Experience provides a deep dive into the transformative power of user feedback in enhancing customer experiences. Through insightful discussions and real-world examples, Lauren Wood and Michelle Engel illuminate how platforms like User Testing empower businesses to listen, understand, and act on customer insights effectively. The integration of AI further amplifies these capabilities, setting the stage for a future where customer-centric strategies drive sustained success.
For businesses aiming to elevate their CX, embracing structured user feedback and leveraging advanced technologies emerges as a clear pathway to not only meet but exceed customer expectations.
Timestamps Reference
- 00:00 - Opening Thoughts on Customer Experience
- 01:17 - Introduction to User Testing
- 10:39 - Case Study: American Airlines
- 13:05 - Customer Effort Scores vs Surveys
- 16:55 - Bridging Data and Emotional Experiences
- 25:48 - Understanding Diverse Customer Segments
- 31:32 - Leveraging AI in User Testing
- 35:49 - Future of Technology in CX
- 47:39 - Advice for CX Leaders
This summary captures the essence of Episode #58, providing a comprehensive overview for those who seek to understand how brands can harness user feedback to enhance customer experiences and achieve substantial ROI.