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You care about the customer experience. And you want, even need, other people in your organization to care about it, too. But, if only a few people in the organization are experts at collecting customer insights, you’re missing out on a huge opportunity.
You could add more experts, but that would only incrementally increase the ability to collect customer data. A better approach is to educate a wide swath of the organization about the value of customer insights. And increase the user research knowledge and skills of the people already involved in your organization’s projects.
In my recent webinar, we explored the importance of educating people in your organization about customer research. You can watch the full webinar anytime, or keep reading to get the highlights.
When you think about educating more people in your company about customer research and testing, the first step is to define the purpose of any content you’re going to create. Generally, any content you create will fall into one of three categories: awareness, knowledge, and skills.
The second step, before you put any effort into creating content, is to define the desired outcome. These are referred to as learning objectives.
Be as specific as possible because the more specific you are, the more focused—and better—your material will be. Learning objectives that are specific and focused help you decide the best way to design your educational content and help you understand if your content has achieved that goal.
Think of this the same way that you think about the objectives of your user research. If you have good research objectives, you’ll be able to create the most effective test plan and you’ll be able to measure if those objectives were met.
When we created our Learning Navigator, we followed an approach we call the four D’s: decide, discover, design, and deliver:
Four typical customer research topics are: tool training, methods training, process training, and ongoing support.
The Kirkpatrick Model is a great model for evaluating the success of education content. It includes four levels of evaluation: reaction, learning, behavior, and results:
When you’re embarking on an education program, it’s critical that you set up measurements for evaluating your success. In addition to the above, office hours are another good place to evaluate learning. If learners have consumed your content and still show up at office hours with basic questions, then your content needs improvement.
Ultimately, the key is to spread the knowledge of collecting customer insights so that they can inform all the decisions the business makes, helping promote a more customer-centric culture.
Everyone in your organization is responsible for ensuring your customers have a great experience, but without customer insights it's impossible to be customer-centric.
Watch nowAbout the author:
Steve is the Content Strategist for Customer Education at UserTesting. With years of experience in UX research and design, and after several years on the Professional Services team, he helped initiate our formal customer education team in 2019 in order to help even more of our customers be successful collecting user insights.