Experts of Experience
#58 The ROI of Listening: How Brands Are Winning with User Feedback
27 Nov 2024
Is your company truly listening to its customers, or are you just paying lip service? On this episode, Michelle Engel, Chief Product Officer at UserTesting, challenges the status quo of customer feedback and discusses the pitfalls of ignoring customer insights. She shares key strategies that top brands use to ensure their offerings resonate with real users and explains the transformative power of truly understanding your audience.Tune in to learn:How integrating human insights can transform customer experiencesWhy data alone doesn't explain customer emotions and experiencesWhy personalization is key to addressing diverse customer needsHow integrating customer insights across departments enhances strategyHow AI can significantly speed up the process of gathering insightsWays technology can transform customer interactions for the better–How can you bring all your disconnected, enterprise data into Salesforce to deliver a 360-degree view of your customer? The answer is Data Cloud. With more than 200 implementations completed globally, the leading Salesforce experts from Professional Services can help you realize value quickly with Data Cloud. To learn more, visit salesforce.com/products/data to learn more. Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org. –Are your teams facing growing demands? Join CX leaders transforming their AI strategy with Agentforce. Start achieving your ambitious goals. Visit salesforce.com/agentforce Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org
Full Episode
When I think about customer experience, there's two sides to it. There's how do we not disappoint our customer and how do we delight our customer? And somewhere in that trade-off is an investment level and expense of what you're willing to spend towards these goals. You're not measuring. You don't have a strategy. You don't know how you're performing. And for every business, it looks different.
It's about understanding what is going to make an impact across how you think about your customers and their journey and where they interact with you and all of those points.
Hello, everyone. Welcome back to Experts of Experience. I'm your host, Lauren Wood. Today, I'm excited to be joined by Michelle Engel, the Chief Product Officer at User Testing. We are going to explore how integrating human insights, one of my favorite topics, into product design and marketing is really transforming customer experiences across industries.
Michelle, so wonderful to have you on the show. Thanks for having me. I'm excited to be here. For our listeners who have not heard of user testing, can you give us the quick elevator pitch just so they know what we're talking about?
User testing is the leader in helping brands and retailers and companies out in the world to have conversations with real humans around customer experience, product development, marketing, To really bring in human insight into whether it is the how they are thinking about new solutions and product delivery to digital transformation. But it is a platform where our customers can come on and.
set up a study or a test or a conversation, however you want to think about it, connect to a real human and bring in that insight into their business process to really drive better ROI, better results, because they're not going down the development process or the launching a marketing campaign and then finding out later that doesn't resonate with a human or doesn't have product market fit or, you
doesn't actually provide any type of brand value in doing that and that there might've been a better way. So ultimately we're about helping our customers really deliver the best customer experience that they can by having conversations at scale with their customers.
So it's easy to go, you know, grab your uncle who maybe has an opinion and ask him what he thinks about something, but it's a little bit different if you're looking to do that with a hundred of your customers or a thousand different people prospects and things like that. So that's really where we play.
It's something I'm so happy that user testing exists. And as I've been preparing for this interview, the thing that really dawned on me was some of the best advice I ever received in my career was from a boss who said, before you do anything, Talk to our customers. Don't spend time building out that solution or that service or working with the product team on that product.
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