How Can User Testing Platforms Drive Better Customer Experiences

Customer Experience is an integral part of every business right
now. According to
Forbes
, 81% of companies view customer experience as a
competitive differentiator, yet many of them offer a sub-par
experience that puts a dent on customer retention. Most brands
still rely on traditional methods to gauge customer experience (CX)
and the challenges posed by them are manifold.

Metrics like Net Promoter Score (NPS), Customer Satisfaction
(CSAT) and Customer Effort Score (CES) are quite popular, but they
fail to explain why a customer would recommend the brand or do not
take into account consumer demographics. Brands relying on these
metrics are in danger of ending up with an inaccurate read of their
customers’ experiences. Most brands fail to monitor experiences
at multiple moments in the customer journey and end up with invalid
conclusions.

For instance, after placing an order for a product from a
retailer, Mr. Doe was asked, “On a scale of 1-5, how would you
rate the recent experience?” As he didn’t face any issues while
placing the order, he scored it a 5. The product was delivered to
Mr. Doe a week later, but due to some quality issues, he wanted to
return the product. He followed up with customer support, but no
attempt was made to fulfill his request. Suppose the retailer now
asks the same question to Mr. Doe, he would have provided a lower
score.

User Testing Platforms is the way to go

It’s crucial for brands to capture CX data in real-time in
order for it to be actionable – this is where user testing
platforms come into play. CX platforms like UserTesting, Teston,
UserExperior, Usersnap, and Usabilityhub use sophisticated
capabilities that automate the data gathering process based on
consumer demographics and make it easier for brands to track and
benchmark relevant experiences over time.

The process is quite simple: As a part of the study, brands
first determine the objectives (e.g. measuring the experience of
user registration) and the target audiences (e.g. new users between
age-group 18-35 from New York). Brands design relevant tasks and
construct task-related verbal, written or rating-based questions to
evaluate the experiences. Metrics like NPS, CSAT, etc. can be
tracked for each of the tasks. Brands can then launch the study on
the platform and observe in real-time the actions that targeted
users take while performing the tasks, the ideas they express, and
the concerns they voice using live video recordings. Default KPIs
like task completion rate, time per task, CX metrics like NPS or
CSAT, and other scale-based rating questions quantify the
experience. Observed customer behavior along with verbal and/or
written customer feedback provide additional qualitative data on
the customer’s experience.

Meaningful and actionable insights are captured via User Testing
Platforms

An Australian grocery retailer wanted to investigate the reasons
for poor conversion rate on desktops. The retailer observed a
significant drop in order placement, even though a considerable
number of users were adding products to the cart. The retailer
leveraged user testing platform to identify the friction areas from
the “add to cart” to the payment part of the journey. The task
encouraged users to add products to the cart and proceed to
checkout until they reached the payment page. They were asked to
highlight aspects of the journey they liked, disliked, and wished
to see. The videos emphasized 4 key problem areas that impacted
CX:

  • Minimum cart amount was not displayed upfront, hence users had
    to go back and forth to add products to the cart in order to meet
    the criteria
  • Number of steps to checkout was quite high vs. the industry
    average
  • Checkout progress tracker was absent
  • Order summary didn’t allow any product edits, hence users had
    to go back in the journey to add/remove products

Similarly, another retailer wanted to examine the reasons behind
fewer registrations for their loyalty program. As part of the task,
users were prompted to search for the retailer’s loyalty program,
learn about the benefits and process of joining the program and
then answer if they are interested in being a part of the program.
From the study, the retailer observed that:

  • Loyalty programs were not promoted on the Home Page and link to
    learn more about the program was only available on the footer of
    the Home Page
  • The process of joining the program was too verbose whereas
    users wanted it to be more interactive
  • Users wished to have a calculator to calculate benefits in
    terms of future savings

User testing platforms highlight CX friction points that brands
may otherwise have been unable to uncover. Furthermore, brands can
leverage those insights to make CX changes that address customer
pain points and conduct additional CX studies at a later stage to
check the effectiveness of the changes made.

Using the right tool to analyze CX

It’s time for brands to retire the use of traditional methods
to measure CX and replace it with sophisticated analytical tools
that automate the data gathering process and capture meaningful and
relevant customer data in real-time. By leveraging user testing
platforms, brands can
make intelligent use of the captured data
to implement business
changes that impact customer experiences in a positive way. By
embracing these new agile techniques, brands can use CX to their
competitive advantage and stay ahead of the game.

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How Can User Testing Platforms Drive Better Customer
Experiences
appeared first on Marketo Marketing Blog – Best Practices
and Thought Leadership
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How Can User Testing Platforms Drive Better Customer
Experiences