SlideShare a Scribd company logo
Stef Miller
Demand Gen at UserTesting
@supahstef
Maggie Young
SVP 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.
Create great experiences#UTwebinar
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 Sorofman
Research Vice President
Create great experiences#UTwebinar
The ROI of CX
CX has a tangible return on:
Revenue Customer loyalty Stock performance
Create great experiences#UTwebinar
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.
Create great experiences#UTwebinar
Create great experiences#UTwebinar
Identifying your current CX
maturity and mapping a plan
Create great experiences#UTwebinar
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
Create great experiences#UTwebinar
CX maturity of an organization
Create great experiences#UTwebinar
Map out your customer touchpoints
SAMPLE CUSTOMER TOUCHPOINT MAP FOR AN AIRLINE
Create great experiences#UTwebinar
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:
Create great experiences#UTwebinar
Make a roadmap for CX improvements
Talk 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?
Create great experiences#UTwebinar
Make a roadmap for CX improvements
SAMPLE QUARTERLY CX
INITIATIVES:
Create great experiences#UTwebinar
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
Create great experiences#UTwebinar
Identify like-minded CX champions
The 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
Create great experiences#UTwebinar
Tackling unique issues within
your organization
Maintain oversight when no one is directly responsible
In 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
Create great experiences#UTwebinar
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.
Create great experiences#UTwebinar
Measuring your CX and
reporting on your progress
“You can’t hug
a spreadsheet.
– Maggie Young, UserTesting
Create great experiences#UTwebinar
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.
Create great experiences#UTwebinar
“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
Create great experiences#UTwebinar
Questions?

More Related Content

PDF
How to Build a Customer Experience Framework
PPTX
The Science of Customer Experience (CX)
PDF
Customer Experience Journey Mapping
PDF
Marketing Funnel, Customer Journey & Persona Mapping by VirtualCMO Feb 2014
PPTX
Driving Value through Customer Experience Managment
PPTX
QuestionPro - Introduction to Customer Experience Part 2: Customer Journey Ma...
PDF
The Customer Experience Is Your Brand
PPTX
The customer journey mapping canvas - Nishad Ramachandran
How to Build a Customer Experience Framework
The Science of Customer Experience (CX)
Customer Experience Journey Mapping
Marketing Funnel, Customer Journey & Persona Mapping by VirtualCMO Feb 2014
Driving Value through Customer Experience Managment
QuestionPro - Introduction to Customer Experience Part 2: Customer Journey Ma...
The Customer Experience Is Your Brand
The customer journey mapping canvas - Nishad Ramachandran

What's hot (20)

PDF
Customer Experience Journey Mapping
PPTX
Are you measuring customer experience (cx) the right way ?
PPTX
SaaS Customer Success Framework: SignupLab's Growhow
PDF
Customer Experience Mapping PowerPoint Presentation Slides
PDF
Customer experience
PPTX
Qualtrics CX Live Auckland
PDF
Understanding Your Conversion Funnel
PPT
Crafting Strong Value Propositions
PDF
Create a User Experience Mindset Within Your Organization by Conducting Custo...
PPTX
How to create playbooks that really work
PDF
Customer Journey Analysis PowerPoint Presentation Slides
PDF
Customer Success: The Power of One
PDF
Customer Experience (cx) vs. Customer Service: and How Both are Important
PPTX
10 Steps to Mapping Your Customer Journey
PPTX
Customer Experience Analysis
PDF
Your VoC Programme is underperforming - do something about it
PDF
Building A Customer Journey Map PowerPoint Presentation Slides
PDF
Keys to CX Success
PDF
All You Need to Know About Customer Journey Mapping
PPTX
The Zen of CRM: What Simplicity Can Do For You
Customer Experience Journey Mapping
Are you measuring customer experience (cx) the right way ?
SaaS Customer Success Framework: SignupLab's Growhow
Customer Experience Mapping PowerPoint Presentation Slides
Customer experience
Qualtrics CX Live Auckland
Understanding Your Conversion Funnel
Crafting Strong Value Propositions
Create a User Experience Mindset Within Your Organization by Conducting Custo...
How to create playbooks that really work
Customer Journey Analysis PowerPoint Presentation Slides
Customer Success: The Power of One
Customer Experience (cx) vs. Customer Service: and How Both are Important
10 Steps to Mapping Your Customer Journey
Customer Experience Analysis
Your VoC Programme is underperforming - do something about it
Building A Customer Journey Map PowerPoint Presentation Slides
Keys to CX Success
All You Need to Know About Customer Journey Mapping
The Zen of CRM: What Simplicity Can Do For You
Ad

Viewers also liked (11)

PPTX
An iterative approach to digital product development
PPTX
Design For Change Laos Training Workshop
PPTX
Defining & Managing Your Customer Lifecycle
PPTX
Accelerating Customer Expansion by Managing the Customer Journey
PPT
Customer Experience Management in Travel Industry
PPTX
Improving Customer Retention by Managing the Customer Journey Webinar Slides
PDF
Big Data Customer Experience Analytics -- The Next Big Opportunity for You
PPTX
CX and UX: A Marriage Made in Heaven
PDF
CX Design Game Guide Book
PDF
Social Customer Experience Management
PDF
User Experience vs Customer Experience - same,same but different
An iterative approach to digital product development
Design For Change Laos Training Workshop
Defining & Managing Your Customer Lifecycle
Accelerating Customer Expansion by Managing the Customer Journey
Customer Experience Management in Travel Industry
Improving Customer Retention by Managing the Customer Journey Webinar Slides
Big Data Customer Experience Analytics -- The Next Big Opportunity for You
CX and UX: A Marriage Made in Heaven
CX Design Game Guide Book
Social Customer Experience Management
User Experience vs Customer Experience - same,same but different
Ad

Similar to Spark a CX revolution: tips from the trenches (20)

PPTX
Drive Revenue with a Voice of the Customer Program
PDF
3 Essential Metrics For Event Marketers
PPTX
m-ize Measure Customer Experience Webinar
PDF
Customer Success Needs to Grow (Up)
PDF
Customer Success Needs to Grow (Up)
PPTX
Voice of the Customer review by smith+co
PDF
BoSUSA22 | Tiffani Bova | Growth is a Thinking Game
PPTX
A No-Nonsense Guide to CX Strategy for Leaders_ The Human Experience Hub.pptx
PDF
3 Essentials Every Event Marketer Should Be Measuring
PDF
Client Experience for Professional Services - Keynote
PPT
Session 1 - Introduction to Customer Experience Management.ppt
PPTX
Build & Scale a Revenue-Centric Culture
PDF
Your VoC Programme is underperforming - and you know it
PPT
New business-breakthroughs
PDF
Customer experience for brands Research via Forrester
PPTX
The Gainsight/Sprinklr Feedback Loop of Epic Success
PPTX
The Gainsight/Sprinklr Feedback Loop of Epic Success
PDF
Establishing Executive Alignment and Priorities 
Around Your Company’s Custom...
PDF
The Customer-Conscious C-Suite
PDF
The Customer-Conscious C-Suite
Drive Revenue with a Voice of the Customer Program
3 Essential Metrics For Event Marketers
m-ize Measure Customer Experience Webinar
Customer Success Needs to Grow (Up)
Customer Success Needs to Grow (Up)
Voice of the Customer review by smith+co
BoSUSA22 | Tiffani Bova | Growth is a Thinking Game
A No-Nonsense Guide to CX Strategy for Leaders_ The Human Experience Hub.pptx
3 Essentials Every Event Marketer Should Be Measuring
Client Experience for Professional Services - Keynote
Session 1 - Introduction to Customer Experience Management.ppt
Build & Scale a Revenue-Centric Culture
Your VoC Programme is underperforming - and you know it
New business-breakthroughs
Customer experience for brands Research via Forrester
The Gainsight/Sprinklr Feedback Loop of Epic Success
The Gainsight/Sprinklr Feedback Loop of Epic Success
Establishing Executive Alignment and Priorities 
Around Your Company’s Custom...
The Customer-Conscious C-Suite
The Customer-Conscious C-Suite

More from UserTesting (20)

PPTX
Live Webinar: Healthcare Chatbot Diagnosis
PPTX
CX Survival Guide for 2019
PPTX
Marketing Edition: How we leverage UserTesting
PPTX
Product Edition: How we leverage UserTesting
PPTX
A simple method to make better CX decisions
PPTX
Live Conversation: Connecting with customers in real time
PPTX
What's with Apple's latest iPhone ads?
PPTX
Actionable Results from UX Research
PPTX
A Webinar with UserTesting: Orchestrating Experiences
PPTX
Creating great customer journeys through customer interviews: Real-world advi...
PPTX
The Streaming Media CX Index: What customers expect from SVOD experiences
PPTX
Three Ways Fast Human Insight is Revolutionizing Marketing
PPTX
3 Digital Transformation Strategies Driving CX
PPTX
CX goes mainstream: Five trends driving the future of CX
PPTX
How human insights focused organizations become CX leaders
PPTX
The Banking Mobile CX Index: Insights to improve the mobile banking experience
PPTX
Nordstrom Rack | Hautelook: Building a Customer-Centered Culture
PPTX
Insights on 2017 cx trends and 2018 predictions webinar
PPTX
Live Conversation: Cut your customer interview costs by up to 90%
PDF
Introducing Live Conversation | Human Insight on Demand
Live Webinar: Healthcare Chatbot Diagnosis
CX Survival Guide for 2019
Marketing Edition: How we leverage UserTesting
Product Edition: How we leverage UserTesting
A simple method to make better CX decisions
Live Conversation: Connecting with customers in real time
What's with Apple's latest iPhone ads?
Actionable Results from UX Research
A Webinar with UserTesting: Orchestrating Experiences
Creating great customer journeys through customer interviews: Real-world advi...
The Streaming Media CX Index: What customers expect from SVOD experiences
Three Ways Fast Human Insight is Revolutionizing Marketing
3 Digital Transformation Strategies Driving CX
CX goes mainstream: Five trends driving the future of CX
How human insights focused organizations become CX leaders
The Banking Mobile CX Index: Insights to improve the mobile banking experience
Nordstrom Rack | Hautelook: Building a Customer-Centered Culture
Insights on 2017 cx trends and 2018 predictions webinar
Live Conversation: Cut your customer interview costs by up to 90%
Introducing Live Conversation | Human Insight on Demand

Recently uploaded (20)

PDF
Mastering Bulk Email Campaign Optimization for 2025
PDF
UNIT 1 -4 Profile of Rural Consumers (1).pdf
PDF
Building a strong social media presence.
PDF
Unit 1 -2 THE 4 As of RURAL MARKETING MIX.pdf
PPTX
Fixing-AI-Hallucinations-The-NeuroRanktm-Approach.pptx
PDF
AI & Automation: The Future of Marketing or the End of Creativity - Eric Ritt...
PPTX
Kimberly Crossland Storytelling Marketing Class 5stars.pptx
PPTX
Sumit Saxena IIM J Project Market segmentation.pptx
PPTX
The evolution of the internet - its impacts on consumers
PDF
Is Kanav Kesar Legit or a Scam? Uncovering the Truth Behind the Hype
PPTX
UNIT 3 - 5 INDUSTRIAL PRICING.ppt x
PDF
Digital Marketing Agency in Thrissur with Proven Strategies for Local Growth
PPTX
Ranking a Webpage with SEO (And Tracking It with the Right Attribution Type a...
PDF
AFCAT Syllabus 2026 Guide by Best Defence Academy in Lucknow.pdf
PDF
UNIT 1 -3 Factors Influencing RURAL CONSUMER BEHAVIOUR.pdf
DOCX
Parkville marketing plan .......MR.docx
PDF
MARG’s Door & Window Hardware Catalogue | Trending Branding Digital Solutions
PDF
AI & Automation: The Future of Marketing or the End of Creativity - Matthew W...
DOCX
marketing plan starville............docx
PDF
Mastering Content Strategy in 2025 ss.pdf
Mastering Bulk Email Campaign Optimization for 2025
UNIT 1 -4 Profile of Rural Consumers (1).pdf
Building a strong social media presence.
Unit 1 -2 THE 4 As of RURAL MARKETING MIX.pdf
Fixing-AI-Hallucinations-The-NeuroRanktm-Approach.pptx
AI & Automation: The Future of Marketing or the End of Creativity - Eric Ritt...
Kimberly Crossland Storytelling Marketing Class 5stars.pptx
Sumit Saxena IIM J Project Market segmentation.pptx
The evolution of the internet - its impacts on consumers
Is Kanav Kesar Legit or a Scam? Uncovering the Truth Behind the Hype
UNIT 3 - 5 INDUSTRIAL PRICING.ppt x
Digital Marketing Agency in Thrissur with Proven Strategies for Local Growth
Ranking a Webpage with SEO (And Tracking It with the Right Attribution Type a...
AFCAT Syllabus 2026 Guide by Best Defence Academy in Lucknow.pdf
UNIT 1 -3 Factors Influencing RURAL CONSUMER BEHAVIOUR.pdf
Parkville marketing plan .......MR.docx
MARG’s Door & Window Hardware Catalogue | Trending Branding Digital Solutions
AI & Automation: The Future of Marketing or the End of Creativity - Matthew W...
marketing plan starville............docx
Mastering Content Strategy in 2025 ss.pdf

Spark a CX revolution: tips from the trenches

  • 1. Stef Miller Demand Gen at UserTesting @supahstef Maggie Young SVP Customer Experience at UserTesting @magyo Spark a CX Revolution: Tips from the trenches #UTwebinar @UserTesting
  • 2. 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. Create great experiences#UTwebinar
  • 3. 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 Sorofman Research Vice President Create great experiences#UTwebinar
  • 4. The ROI of CX CX has a tangible return on: Revenue Customer loyalty Stock performance Create great experiences#UTwebinar
  • 5. 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. Create great experiences#UTwebinar
  • 7. Identifying your current CX maturity and mapping a plan
  • 9. 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 Create great experiences#UTwebinar
  • 10. CX maturity of an organization Create great experiences#UTwebinar
  • 11. Map out your customer touchpoints SAMPLE CUSTOMER TOUCHPOINT MAP FOR AN AIRLINE Create great experiences#UTwebinar
  • 12. 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: Create great experiences#UTwebinar
  • 13. Make a roadmap for CX improvements Talk 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? Create great experiences#UTwebinar
  • 14. Make a roadmap for CX improvements SAMPLE QUARTERLY CX INITIATIVES: Create great experiences#UTwebinar
  • 16. 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 Create great experiences#UTwebinar
  • 17. Identify like-minded CX champions The 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 Create great experiences#UTwebinar
  • 18. Tackling unique issues within your organization
  • 19. Maintain oversight when no one is directly responsible In 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 Create great experiences#UTwebinar
  • 20. 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. Create great experiences#UTwebinar
  • 21. Measuring your CX and reporting on your progress
  • 22. “You can’t hug a spreadsheet. – Maggie Young, UserTesting Create great experiences#UTwebinar
  • 23. 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. Create great experiences#UTwebinar
  • 24. “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 Create great experiences#UTwebinar