Name: How Marketers use Customer Empathy as a Business Differentiator
Start: 2021-10-06T17:00:00Z
End: 2021-10-06T17:00:32.000Z
Location: BrightTALK

UserTesting is a video-first customer experience platform that quickly gives companies a vivid first-person understanding of how their customer behaves throughout any experience and why. Within a few hours, get the human insight you need to deliver exceptional products, services, or brands.

Whether you’re an emerging startup, or an established business developing a new product, or breaking into a new market, understanding your customers’ expectations allows you to identify and remedy small problems before they have the chance to become critical issues down the line. This is where user feedback plays such a critical role.

The best way to increase the odds of achieving growth goals is to get better informed about what your customers want, need, and expect. Starting a research function from scratch in order to deliver on a customer-centric strategy can seem daunting at first, however, the business impact is impeccable.

In this webinar, Anthony Rogalski, UserTesting’s Senior Solutions Consultant is joined by Cameron Maddux, Senior User Researcher at Scribd, to discuss the value user research brings to the table and how to go about building a UX program from scratch in a fast-growth organization.

In this webinar, you will learn:
  - What it means to be ‘customer-centric everything’ and why it’s so important
  - Methods and tools needed to build a UX function in your organization for the first time and tips on how to scale user research
  - How to effectively communicate the value of research to senior stakeholders and across the organization

Part 2: Starting a UX program from scratch

While the majority of organizations (90%) believe themselves to be customer-centric and understand the needs of their customers, studies actually show that only 38% of their customers believe this to be true. This disconnect, known as the empathy gap, continues to widen as more of our experiences shift to digital channels. 

Understanding people - their needs, goals, preferences, and behaviors - has always been critical to ensuring that businesses create compelling customer experiences. Now, as we start to make progress towards emerging from the COVID19 pandemic, creating a holistic picture that uses quantitative and qualitative data to understand your customers and prospective buyers is even more critical.

Join UserTesting’s Customer Experience Consultant, Lija Hogan, as she discusses some of the trends and best practices we are seeing organizations use to build agile and scalable UX strategies that appeal to their customers.

In this webinar, you will learn:
- How tapping into the authentic customer experience narrative can play a powerful role in understanding your customers
- Best practices for driving more scalable and efficient UX research within your organization
- Tips for implementing fast customer feedback practices into your everyday workflows to ensure you're delivering exceptional experiences

Building empathy in a quickly changing world

Direct Media USA’s enterprise sales system was confusing to users and created a lot of frustration that ultimately hindered their ability to spend their time on selling. UX Researcher Sarah Geden was tasked with redesigning the system to make it more intuitive.

First, she had to develop a plan to get stakeholder approval for a larger development budget by aligning user goals to the executives’ business goals. She then had to create a research, design, and feature prioritization plan, get users excited to participate and show the business impact of the research and design outcomes. The results included improved user satisfaction, increased revenue, and decreased costs.

Now a Senior UX Researcher at UserTesting, in this webinar Sarah will share:
  - The methods she used to lead the first UX research and design initiative at her company
  - Strategies to make a business case for UX investment to executives
  - Additional UX influence strategies to evangelize for UX research

Part 1: Starting a UX program from scratch

Making authentic connections with your customers matters now more than ever as everyone continues to understand and adapt to the "new normal" together. Connecting business goals, customer insights, and outcomes ensures that your marketing team consistently makes the right decisions. And it all starts with a framework for using empathy.

Hear from Customer Experience Consultant Lija Hogan of UserTesting for a detailed look and why customer empathy is critical to your success. You’ll find out:
  - How to use empathy as a differentiator
  - Strategies to incorporate empathy into your customer experience decisions
  - Ways to connect ROI to empathy through measurement

How Marketers use Customer Empathy as a Business Differentiator

Customer Engagement

Customer Experience

Customer Advocacy

Customer Community

Marketing

User Experience

Customer Care

Customer Journey

Customer Data

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How Marketers use Customer Empathy as a Business Differentiator

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UserTesting - The Human Insight Platform