How to capture power of data without replacing human connections in businesses
Team L&M
UserTesting (NYSE: USER), a leader in video-based human insight, has launched User Tested: How the World’s Top Companies Use Human Insight to Create Great Experiences. The book is co-authored by UserTesting Chief Insights Officer Janelle Estes and Chief Executive Officer (CEO) Andy MacMillan.
Available through Amazon and Barnes & Noble, User Tested gives both individual contributors and executives an approachable, pragmatic guide for stepping beyond standard business metrics and infusing real human insight into every business decision and customer experience. In it, companies like Microsoft, AAA Club Alliance, HelloFresh, and Notre Dame’s IDEA Center share valuable, real-world case studies detailing how they solidly connect with and elicit meaningful feedback from customers in friendlier, faster, and more direct ways.
“Companies are drowning in data, but data alone can’t help you truly understand and empathise with your customers,” says Estes. “No amount of data will take you inside your customers’ heads, help you see the world through their eyes, or let you experience what it’s really like to be your own customer. In User Tested, Andy and I explain how companies can capture and apply the customer perspective at scale throughout their organisations. It’s for anyone wanting to build a better, brighter, customer-focused future by gaining and taking action on real, compelling human insight.”
The book will help readers learn how businesses became obsessed with data — but disconnected from their customers — and why that’s not sustainable; find out how to capture human insight through experience testing, including how to find the right people, ask the right questions, and make sense of—then act on—all the insights they uncover and also learn how to evangelize the power of human insight in organizations.
“A massive chasm is growing between companies and their customers made only wider by the disintermediation caused by digital transformation and the inability of traditional methods for gathering customer perspectives to keep up with the speed and scale of today’s business,” says MacMillan. “Our book showcases tried-and-true best practices anyone in any department can use to gather rich, viable human insight, so they can deliver better products, services, and experiences—and achieve greater business success,” he adds
