Improve experiences that keep customers coming back

Improving customer experience starts with understanding what customers experience, why friction happens, and where teams should focus next. UserTesting helps CX teams add human context to customer signals so they can move from measurement to action.

• Capture real customer reactions as people complete key tasks
• Identify where expectations break down across the journey
• Understand the behaviors, emotions, and needs behind CX metrics
• Share customer evidence with the teams responsible for improving the experience

UserTesting adds human context to customer feedback, helping CX teams understand what customers experience, why it matters, and what to change across digital journeys. 

Optimizing a customer experience strategy means creating a repeatable way to listen, learn, prioritize, and act. UserTesting helps CX teams connect feedback to decisions, validate priorities, and align teams around the improvements that strengthen loyalty and retention.

• Reach existing customers, prospective customers, or lookalike audiences
• Understand which issues matter most before teams invest time and resources
• Use AI-powered analysis to surface themes and patterns faster
• Connect customer insight to business priorities, journey moments, and CX goals

Improving CX across channels requires understanding how customers experience each touchpoint, where expectations break down, and how moments connect across the journey. Web, mobile, service, and in-person experiences may each create friction, but customers experience them as one relationship with your brand.
UserTesting helps CX teams observe real customer behavior across digital and omnichannel journeys, capture in-the-moment reactions, and identify the friction or satisfaction drivers that matter most.

Voice of the customer, or VoC, is the practice of capturing customer feedback to understand expectations, pain points, satisfaction, and loyalty. Many VoC programs rely on surveys, scores, and feedback trends to identify what is changing across the customer experience.
UserTesting complements VoC programs by adding real human context to those signals. CX teams can hear directly from existing customers, prospective customers, or lookalike audiences, observe what they do and say, and understand why sentiment, satisfaction, loyalty, or churn signals are changing.