#48: Bring humanity back to business. With Janelle Estes, Author of User Tested

Today’s podcast is all about bringing humanity back to business!


It is about putting customers back into the center of your
business model


 Data alone can’t help you understand and empathize with
your customers.” says my guest Janelle Estes, co-author of the
newly released book User Tested.


“No amount of data will take you inside your customers’’ heads,
help you see the world through their eyes, or let you experience
what it’s really like to be your customer. Only human insight
from real people can do that.”


Listening to this episode, you’ll learn tested methodologies to
trigger that type of customer feedback that makes your new
products, collections, or campaigns in line with their
expectations and perhaps beyond them.


You’ll hear Janelle share success stories, and a few failures,
and as you’ll listen, you’ll figure how your company can start
today to finally hear your customers’ voice.

THE BOOK
User Tested gives both individual contributors and executives an
approachable, pragmatic playbook for stepping beyond standard
business metrics and infusing real human insight into every
business decision, design, and experience.


In this book, you’ll:


Learn how businesses became obsessed with data—but
disconnected from their customers—and why that’s not sustainable

Get the basics about how to capture human insight through
user testing, including how to find the right people, ask the
right questions, and make sense of and act on all the insights
you uncover

Dive into a detailed playbook that shares real-world examples
of how you can collect and scale human insight across the teams
in your organization—from marketing to product, and beyond

Learn how to evangelize the power of human insight throughout
your organization, so every department can create a culture of
customer empathy and share a firsthand understanding of customer
needs

Find out how companies like Microsoft, AAA Club Alliance,
HelloFresh, and Notre Dame’s IDEA Center solidly connect with and
elicit meaningful feedback from customers in friendlier, faster,
and more direct ways



Perfect for any industry, User Tested: How the World's Top
Companies Use Human Insight to Create Great Experiences was
co-authored by the chief insights officer and the CEO of
UserTesting—a SaaS company fundamentally changing the way both
B2B and consumer brands find out what real people think and feel.
The book reflects the authors’ commitment to helping you position
the customer squarely in the center of your business model by
weaving their true voices throughout your company’s decision
making.