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You've probably heard how customer research can be used for design, but did you know that it's also used in marketing? An increasing number of marketers are running studies through UserTesting, utilizing the platform for three tasks in particular:
To get a better understanding of marketers' needs and challenges, and what problems they're solving with customer experience (CX) research, we interviewed a dozen marketing executives (mostly VPs and CMOs). We'll be sharing what we heard and how fast human insights are revolutionizing marketing during our free webinar next Wednesday, but here's a sneak peek:
It's no surprise that the biggest business priority for marketing execs is generating demand. But many of them told us that the type of demand they generate is also critical. The Internet and global competition have created heavy pressure on margins. Marketers are being told to fight commoditization by attracting loyal customers who'll buy repeatedly over time, and who will be willing to pay a bit more than the commoditized pricing available online.
That need to drive a long-term relationship makes customer experience critically important to a marketing team's success. But marketers define CX in a way that's subtly different from many product designers. To many product people, the customer experience is focused on the experience of using a product. To most marketers, the CX includes every touchpoint between the company and customer, including the product but also things like support, the shopping experience, the channel, and of course every marketing message and deliverable. After all, it's the sum of all those touchpoints that drives the relationship.
Most of the marketers we spoke with have to make tactical decisions every day on marketing deliverables: Picking the right cover image for the fall catalog, the text for an email, even the subject line for a blog post. Usually, there's no time to run traditional market research on these "tactical" decisions, even though when you add them all up, they amount to a huge part of the total marketing mix, and therefore a critical element in the overall customer experience. Today, most marketers make these decisions as educated guesses, which creates huge risks for the company because they're flying blind on a huge part of the customer experience. As one exec told us,
There is no data for the short-term decisions I have to make today. The competition is not quant vs. qual. It's qual vs. gut instinct. The way you could help me is by providing data—customer feedback—where it was just opinion before. - Marketing executive
The marketers who are adopting customer research apply it to the decisions where they can't use traditional research. The ability to field a test and see results within a couple of hours enables them to apply fresh human insight to a wide range of situations where they had to guess before. Specifically, they are:
To learn more, join our free webinar on the use of customer research in marketing. We'll give extensive details, real-world examples of studies, and tips on how to get the most out of them. When: Wednesday, May 23, 2018, at 11:00 AM Pacific How: Register for the webinar here
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