After countless customer interviews and years of analyzing customer insights, UserTesting experts Maggie Young and Stef Miller share the most-talked about initiatives that forward-thinking companies are focused on. Learn about how today’s modern brands are building a customer-centric culture.

1. Stef Miller
Demand Gen at UserTesting
@supahstef
Maggie Young
SVP Customer Experience
at UserTesting
@magyo
Spark a CX Revolution:
Tips from the trenches
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@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.
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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
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4. The ROI of CX
CX has a tangible return on:
Revenue Customer loyalty Stock performance
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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.
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7. Identifying your current CX
maturity and mapping a plan

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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
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10. CX maturity of an organization
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11. Map out your customer touchpoints
SAMPLE CUSTOMER TOUCHPOINT MAP FOR AN AIRLINE
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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:
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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?
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14. Make a roadmap for CX improvements
SAMPLE QUARTERLY CX
INITIATIVES:
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15. Getting organizational alignment

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
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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
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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
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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.
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21. Measuring your CX and
reporting on your progress

22. “You can’t hug
a spreadsheet.
– Maggie Young, UserTesting
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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.
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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
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25. Questions?