Customer experience research reveals three out of four customers stop doing business with a brand after just one bad customer experience. An unsatisfied customer is likely to share their negative experience with about 9 to 15 other people. How can your business prevent such dissatisfied customers and improve customer satisfaction?
Click on this link to find out how the UserTesting Human Insight Platform protects your business from such dissatisfied customers and, at the same time, reduces costs by 10%-20% and grows revenue by 10%-15%.
The trick is to strike a chord with the customers. Today’s customers have many options, and they have a higher level of expectations compared to even a few years back. They prefer the ease of doing business, beautiful designs, and optimised experiences. Businesses struck in the old-age models of building a product or service and expecting customers to come to them are doomed to fail.
Success in today’s customer-centric era requires keeping customers at the centre of things and exceeding their expectations. This means re-aligning systems and processes with customer convenience in mind and ensuring good customer experience (CX.)
So how can you find out what exactly customers expect from your business and how to deliver a good experience?
We live in the age of Big Data, where data analytics provides unimaginable insights. But most companies go overboard and base their CX initiatives on data alone. The available data may be flawed, obsolete, or incomplete. Also, the assumption of what is good for the customer may differ from what the actual customer expects. Brands remain oblivious to the empathy that stems from face-to-face conversations.
Companies need the right tools to capture and analyse comprehensive multi-dimensional feedback on UX. They need to understand the customer’s behaviour, reactions, preferences, and pain points in-depth and from the perspective of customers who actually patronise their business. They also need a first-hand account of customer feedback, suggestions, and review without the distortions caused by data analytics.
One good tool that can help companies get real insights into what their customers want is UserTesting’s Human Insight Platform. This CX platform offers real human feedback and reviews. Brands can use the platform to test ideas and perspectives and get conversational insights on how customers react to specific experiences.
To understand what UserTesting Human Insight Platform is and how it can help you improve CX, download the UserTesting Datasheet here.
How UserTesting Human Insight Platform Resolves CX Challenges
The UserTesting Human Insight Platform allows business users to collect customer feedback directly, quickly, and easily.
Businesses can use the platform to create targeted user tests and gather feedback on specific aspects of the customer journey. They may, for instance, create a test that captures the targeted audience’s reaction to the checkout process. A deep analysis of customer reactions to the test makes explicit the pain points and other issues, paving the way to improve the digital customer experience.
Unlike standard qualitative-laden tools, the Human Insights platform offers direct, first-person narratives. Brands can listen to customer expectations from the customer’s mouth. They can discover critical moments and insights related to the experience verbatim. User Testing’s AI-powered analytical tools add value by reinforcing such direct insights. Acting on these insights improve UX and, by extension, customer loyalty and retention.
Setting up a test using the UserTesting platform is super easy.
Identifying the target audience
The first and most significant challenge in any CX feedback exercise is finding the right audience.
UersTesting’s contributor network, built over 14 years, offers a large and diverse target customer base. Users may apply demographics and other diversity filters and still avail a large number of contributors from the pool. Popular filters include age, location, gender, job profile, education, and technical proficiency. Moreover, the user may include users with disabilities or limited skills that standard sampling often overlooks.
Brands also have the option to onboard and target their own customer network through the UserTesting platform. They can easily auto generate a study link via Invite Network or Custom Network to invite their target audience to give feedback.
Building the tests
Many companies fail to develop UX or feedback tests properly and end up with incomplete and flawed insights.
The UserTesting Human insights platform offers an extensive library of ready-made templates. Users also have the option to create custom tests from scratch using the easy-to-use drag-and-drop test builder.
Team members may create studies and receive responses in just a few hours.
Direct feedback
The Human Insight Platform allows business users to listen to live customer interviews and uncover customer needs and problems first-hand. They can schedule and conduct live conversations, guide the conversation, and or ask follow-up questions.
Business users can listen to the voice of the customer as they react to specific experiences and draw insights from such narratives. Customers give real-time feedback on the moments they like or don’t like. For instance, one customer may not like divulging personal information before getting information. This may be a moment of realisation for marketers blinded to gathering customer details at all costs. They may not realise how customers would like their proactive approach unless such insights make it explicit.
Live Conversations with contributors enable follow-up questions to delve deeper into the issues that matter and gain a complete understanding of the customer perspective.
Analytical insights
The rich analytical insights offered by the platform offer considerable value addition over and above the direct first-person qualitative feedback.
Interactive visualisations show the path of each user as they proceed through the experience. These insights make explicit trends and any anomalies. It reveals what the customer thinks, feels, and does as they navigate the experience. Unlike standard click maps or heat map data, the analyst can click on each moment to get deep and rich context into the behaviour and motivation.
Each customer experience narrative comes with transcripts. Machine-learning-powered smart tags highlight key sentiments in different colour codes. For example, tags highlight specific points in the customer journey when a customer reacts positively or negatively or has suggestions. Analysts can also create custom tags and toggle as per their liking.
Video highlights visualise critical issues to support decisions and make executive and stakeholder buy-in easier.
The UserTesting platform integrates with popular collaboration tools, such as Jira and Slack. These integrations make it easy to share customer experience insights across the enterprise.
Value addition use cases
The User Testing Human Insight CX Platform empowers teams to undertake customer experience research easily and take a customer-first approach.
To find out how you can apply the platform to improve customer experience and benefit your business, please fill out this contact form to connect with a UserTesting expert.
Qualitative insights
Quantitative testing reveals the “what” of customer experience. It requires qualitative testing to understand the “why” and change the root causes that lead to poor CX. Qualitative insights make explicit the mental models of customers. The Human Insights platform provides such insights and improves customer experience.
Amazon Seller Central offers a good case study of using the Human Insights platform to make qualitative changes in CX. The business uses the Human Insight platform to understand the pain points faced by the customers and work backward to solve the issue.
One of the pain points highlighted through the Human insights platform was the complexity of the fee structure. Amazon Central used the conversation with sellers to simplify the complicated fee structure. The direct insights made the overall digital customer experience profitable for sellers and enjoyable for buyers.
Competitive analysis
The customer experience research enabled by the Human Insight platform extends to understanding how target audiences perceive competitor products. Brands can design better experiences by evaluating their competitor products in real time. This is a big improvement over static benchmarking practiced earlier.
Consider Volusion. The company, operating in a competitive environment, applied tests to improve homepage messaging and drive more conversions. The company used the UserTesting CX platform to run several comparison tests on competitor sites. The insights identified specific on-site changes to improve messaging. Implementing the changes gave the company a 10% percent lift in purchase conversion rate and a 6% lift in trials.
Quick, actionable feedback
UserTesting allows companies to move with speed to improve CX. When brands opt for the User Testing contributor network, 80% of video feedback occurs within a few hours, and almost all feedback offers high-quality perspectives.
The customer experience insights from the Human Insights platform, made by real users, allow the business to identify:
- Usability issues
- Areas for improvement
- Potential roadblocks that prevent users from engaging with their products.
Such feedback enables the company to make informed decisions and iterate fast to optimise the product and improve customer experience.
Atlassian offers a good example. The company leveraged its three-day annual customer conference to collect customer feedback at scale. They set up onsite kiosks and drew customers to participate in 16 different tests on early and late-stage products.
Pre-launch feedback and insights
Businesses usually get access to customer feedback days or weeks after the product launch. By that time, the damage may be done.
The Human Insight CX platform allows testing products and user experiences before launch. Feedback from the large base of contributor networks enables the business to validate prototypes and undertake trial-and-error before launch.
Such early-stage discovery of customer needs guides new product ideation and ensures optimal, risk-free allocation of resources.
Improved personalization
Most businesses today have a dynamic customer base that evolves by the day. But customers expect and demand personalised experiences tailored to their preferences, needs, and behaviours.
The customer experience insights offered by Human Insight’s platform enable deep personalization with flexibility.
Selecting respondents by demographics allows CX designers to create optimal experiences across cultures. Designers can work by correlating the preferences based on contributor demographics. The insights reveal the nuances of customer preferences. Often, it is attention to detail that makes all the difference.
Subway offers a good case study. The company used the Human Insight platform to evaluate the effectiveness of its mobile app ordering system and improve the digital customer experience.
UserTesting enabled Subway to conduct unmoderated video interviews with over 800 representative customers. These insights helped the company understand the customers’ stories as they order with their mobile devices. Using such insights, Subway built qualitative insights around customer expectations variations. They based design decisions on it to attain meaningful differentiation across geographies.
Companies have to keep evaluating their products and experiences and constantly improve to stay on top of the game. UserTesting Human Insights CX platform allows businesses to create solutions and make decisions based on real practical insights from “on-the-ground” customers. They can make informed decisions based on irrefutable evidence, free from the distortions of theoretical assumptions or obsolete benchmarks that may no longer be relevant.
If you would like to learn more about the UserTesting Human Insight CX platform and improve customer experience, you can download the UserTesting Datasheet here.
