Getting Customer-Obsessed with Janelle Estes, Chief Insights Officer at UserTesting

This episode features an interview with Janelle Estes, Chief
Insights Officer at UserTesting.  Janelle is a CX leader and
strategist who has authored white papers and articles and spoken
at industry conferences like Turing Fest.  Before
UserTesting, she worked for UX pioneers the Nielsen Norman Group.


3 Takeaways:


It’s not safe to just assume what customers want.

It’s not just about tracking NPS or looking at data and
dashboards, but spending time with customers.

Cultivating a better CX takes experimentation, but you
already have some knowledge about what works and what doesn’t
from personal experience.



Key Quotes:


“One of the most important learnings that I've seen in our
own customer base and that I've learned personally in different
roles is that whatever you do, tie it to customer experience.
Whatever change you're trying to drive or initiative you're
trying to get buy-in on, you have to relate it to something that
the business cares about.”

“The people that I think of as visionary are anticipating
needs and solving problems before customers even know their
problems. Those are the people that are understanding their
customers as human beings, because you need to be able to relate
to your customers on a deep enough level to build empathy for
them. So you can create the experiences that they need and
desire.”

“Get inside the customer’s mind. Understand what they care
about. What are the words that they use? What's the language that
they’re using? Figure out how you show up there to provide value
to them that way. It’s taken years of experience to figure that
out.”



Bio: 


Janelle is UserTesting's Chief Insights Officer and an expert
research practitioner fascinated by human behavior and intrigued
by data insight. She brings over 15 years of experience
conducting large-scale customer research initiatives with both
B2C and B2B companies across a variety of industries to help them
transform their customer, user, and brand experiences.


Thank you to our friends


This episode is brought to you by IBM. If you are responsible
for Customer Experience, they've created a White Paper just for
you. In the CX North Star Report, you can learn more about how to
activate your CX vision. Download it here


Links:


Janelle Estes' Linkedin


UserTesting Website