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Building a business case for human insights

Steven Carr  |  December 23, 2019

For companies that want to remain competitive in this digital economy, customer experience should be a growing concern (or at least an area of focus). And as customer experience becomes more and more digital, the number of customer touchpoints we have access to increases but become more impersonal overall. 

In a way, businesses have built a digital wall between them and their customers. Despite this fact, there’s no excuse for becoming more distant from your customers’ needs and problems. That’s why teams across an organization need access to fast human insights and customer feedback.

What’s stopping companies from improving their CX?

One major reason is that many executives are reluctant to invest in human insight solutions is because they find it difficult to project the ROI of CX improvements. However, years of trends indicate that CX has a tangible return on revenue, customer loyalty, and overall sentiment toward a brand.

So the time is now to build a business case for your team’s access to human insights in 2020.

Resources to build a business case for human insights

You’re defining your business challenges, organizing your need statements, and justifying your investment requirements, but you just need a little more oomph. Let us help! Here are some useful resources you can leverage when building your business case for human insights.


  • Expedia—saved nearly $1 million in one year using UserTesting instead of in-lab research, while scaling UX research across 32 countries and five continents
  • Fandango—made UserTesting-powered feedback an integral part of its innovative culture
  • FamilySearch—leveraged UserTesting to create more relevant and meaningful user experiences in multiple languages around the world

Case studies

  • Evernote—software developer that leveraged UserTesting to increase user retention 15% across multiple devices
  • Vistaprint—online publisher that discovered and fixed a 16% spike in page exits, thanks to UserTesting
  • Walmart Canada—enterprise retailer that grew onsite revenue by 13% due to UserTesting-generated insights
Developing a business case for CX insights

Learn effective strategies to gain support from key executives and stakeholders for enhancing your CX.

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About the author:

Steven is a Content Strategist at UserTesting. When he’s not inserting oxford commas where they belong, you can find him shooting pool at a local dive or laughing at his own jokes.