Awkward Silences9 Mar 2021

#61 - The Role of Research in CX Transformation with Kim Salazar of Nielsen Norman Group

Is your company truly customer-centric? Are your systems actually helping you create better experiences for your customers?

Last week, Kim Salazar, Senior User Experience Specialist at Nielsen Norman Group, joined us for a live podcast episode to share valuable insights from her own work with teams trying to create truly customer-centric companies through CX transformation. She highlighted the importance of drawing from multiple sources of data and communicating the business benefits of CX work.

Highlights

[4:51] To achieve CX transformation, we have to break down silos to connect people and technology.
[10:29] User-centered companies typically have better business outcomes, which is why so many organizations are focused on this now.
[17:05] When undertaking a CX transformation project, you can refine, rebuild, or remodel.
[18:57] Make yourself a casserole of data with lots of different sources and ways to measure data. This means if your NPS score goes down, you have things like click data to tell you why.
[25:36] Start with passive data collection, which can give you the clues you need to know where to dig a little deeper.
[33:09] Showing user frustration to build buy-in is okay, but it’s showing the business impact of poor experience that really brings stakeholders on board.
[45:40] Use metrics your company is already familiar with to build stakeholder buy-in.

About our guest

Kim Salazar is a Senior User Experience Specialist with Nielsen Norman Group. Kim combines her background as a developer and education in Computer Science and HCI with her user experience expertise, particularly around complex applications, to bring well-rounded insights to her work.

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