Getting Customer-Obsessed

Janelle talks about the importance of spending time with your customers and how to get customers so loyal they’ll recommend your business to their friends.
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Janelle is UserTesting’s Chief Insights Officer and an expert research practitioner. She brings over 15 years of experience conducting large-scale customer research initiatives across a variety of industries to help companies transform their customer, user, and brand experiences.

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.”


Janelle Estes’ LinkedIn

UserTesting Website

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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.