Stef MillerDemand Gen at UserTesting

@supahstef

Maggie YoungSVP Customer Experience

at UserTesting@magyo

Spark a CX Revolution: Tips from the trenches

#UTwebinar @UserTesting

While 73% of companies consider CX a top priority, only 1% of companies deliver an excellent experience.2

1. Forrester Research, Forrester’s CX Index Ranks the Brands that Deliver the Best Customer Experience.

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Starting in 2016, companies will compete primarily on a basis of CX than product offerings.1

1. Jake Sorofman, Gartner Surveys Confirm Customer Experience Is the New Battlefield.

- Jake SorofmanResearch Vice President

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The ROI of CX

CX has a tangible return on:

Revenue Customer loyalty Stock performance

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The ROI of CX

Over an 8-year period, the top 10 companies in Forrester’s Customer Experience Index generated a significantly higher return than the S&P 500, while the bottom 10

companies trailed behind dramatically due to customer churn.3

3. Watermark Consulting, The 2015 Customer Experience ROI Study.

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Identifying your current CX maturity and mapping a plan

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CX insights that are available to various teams:✓ ForeSee or JD Power ratings✓ Customer satisfaction survey responses✓ Net Promoter Score✓ User testing videos✓ On-site surveys✓ Help chat transcripts

• How often does Voice of Customer factor into your decisions?• How many people are dedicated to listening to customers and acting on

their feedback?

Establish where you currently stand

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CX maturity of an organization

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Map out your customer touchpointsSAMPLE CUSTOMER TOUCHPOINT MAP FOR AN AIRLINE

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Map out your customer touchpoints

How much do you already know about the experience at those points?

Identify insights you’ll need to collect to fill in the blanks.

What research will you need to do? How much will it cost?

ASK YOURSELF QUESTIONS LIKE THESE:

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Make a roadmap for CX improvementsTalk with stakeholders about where you want to be in 6 months, 12 months, and 18 months.✓ Which improvements will help you get there?✓ Identify opportunities to achieve easy wins.✓ Estimate on a scale from 1-10 the impact it will make on the company and the resources

it will require.✓ When will they need to be completed in order to achieve your goal?

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Make a roadmap for CX improvementsSAMPLE QUARTERLY CX INITIATIVES:

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Getting organizational alignment

Gain support from executives

✓ Relate CX to organizational goals

✓ Identify a common problem across departments

✓ Gain support and get to work on implementing the solution

✓ Keep a scorecard to help get buy-in for future improvements

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Identify like-minded CX championsThe key to success lies in getting the right people in the room to discuss CX at the right time.

Look for people who are open to discussing CX and making progress on improvements.

Find CX champions from diverse parts of the organization:• Sales• Customer Support• Marketing• Product

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Tackling unique issues within your organization

Maintain oversight when no one is directly responsibleIn many organizations, there are no individuals with “CX” in their title.

• Invite fellow CX champions to join a committee that meets on an ongoing basis to prioritize projects and communicate to the company

• This team will share accountability, reporting to each other and the whole company on a consistent basis

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Get buy-in from executives when budgets are limited

Once you’ve achieved an easy CX win from your roadmap, share the results with your executive team.

Executives rarely watch and listen to everyday customers doing everyday activities, so you can make a big impact by including quotes or video clips in your presentation.

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Measuring your CX and reporting on your progress

“

You can’t hug a spreadsheet.

– Maggie Young, UserTesting

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Using your tools and resources effectively

• Use research platforms that will help you understand the complete picture of your CX, including why customers form opinions, make choices, and take actions.

• Benchmark your customer experience to illustrate your progress and report to the company on a monthly basis.

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“Any VP of eCommerce who is serious about increasing market share needs to be benchmarking

their entire customer experience against their competitors. It’s a no-brainer.”

- Simon Rodrigue SVP of eCommerce at Walmart Canada

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Questions?