Conversations with Masters: How to Better Understand Your Customers

Sep 14 2023

Conversations with Masters: How to Better Understand Your Customers Podcast artwork

We believe that peer-to-peer “experience shares” offer the best form of learning. Such learnings become even more powerful, and actionable, when those who are sharing their experiences are experts who have successfully overcome the same customer challenges that you may be facing today.So, in this ongoing series we will present discussions with different CX, Research, and Insights Masters. Each interviewee has a track record in optimizing customer experiences, building loyalty, enhancing innovation, and growing sales exponentially.By learning from these Masters, you will gain insights and develop strategies on how to better understand your customers and take their experiences to the next level.

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Hear Monica Aguilo, Senior Director, Consumer Insights, Strategy, & Social Impact, MANSCAPED

Sep 14 2023 23 mins

Hear why empathy is crucial in customer journey research. Listen how expanding data – qualitative and quantitative – helps avoid segment bias and gain a comprehensive customer journey view. Listen why aligning customer journey insights with business impact objectives is the perfect recipe for baking the “gift-that-keeps-on-giving”.

Hear Manisha Sharma, Consumer Insights Lead

Sep 14 2023 35 mins

Hear why exploring the triad of impacts – business, financial, and personal, is imperative to discern the personal ramifications for stakeholders when business and financial objectives align. Listen how acknowledging personal impact in customer journey mapping and research can transform business influencers into proactive champions, driving investment in research and actionable r

Hear Reva Sheehan, Sr. Director, Customer Insights, mPulse Mobile

Sep 14 2023 30 mins

Hear what sets customers apart on their buying journeys. Listen how you can better understand your more “silent” customers. Learn where tailored communication can stand out in crafting customer experiences for distinct audiences, sending relevant messages, and adapting to diverse content consumption preferences.

Hear Chris Ogilvie, Head of Research and Insights, Netspend

Sep 14 2023 29 mins

Hear why benchmarking is indispensable in understanding your customer’s journey in relation to competitors, and discerning the experiences that influence their preferences for one company over another. Listen how decision-makers’ preferences for qualitative or quantitative data can be harmonized: recognizing the strengths of both and leveraging a hybrid approach for optimal ins

Hear Tisha Cole, Director, Customer Insights, Kenvue

Sep 14 2023 25 mins

Hear what it means to ground the customer experience: a unified framework that fosters the right mechanisms for an effective customer journey. Listen to why it’s important for internal stakeholders to grasp the nuances of “customer experience” and its varied interpretations across different business sectors. Understand when to utilize a “hypothesis setting workshop” as a

Hear Earlene Biggs, Divisional Principal, Commercial Solutions, ICON plc

Jul 27 2023 37 mins

Hear how customer journey mappers can guide clients on achieving the end business impact that they hope to accomplish. Learn why it is critical for senior leaders to recognize that there is no proxy for the voice-of-the-customer. Listen to what we can do to identify how customers may relate to, and differentiate from, each other.

Hear Elena Garvey, Senior Director, CX Team, LinkedIn

Jul 27 2023 35 mins

Hear when evaluating customer journeys, why it is critical to look at both ends of the customer spectrum, from those who bought in and those who did not. Learn how researchers and CX leaders should investigate customer journeys. Listen why expanding the scope of the audience upfront can provide more significant insights into questions and opportunities that are bound to arrive even

Hear Stephanie Laguna, Executive Director, Market and Product Strategy, Kaiser Foundation Health Plan of the Mid-Atlantic States, Inc.

Jul 27 2023 26 mins

Hear what can researchers do to get a deeper level of engagement from internal stakeholders in customer journey mapping projects. Learn why the insights team must have an in-depth understanding of the organization’s mission and its core values prior to investigating the customer journey. Listen to how developing key metrics that track the cadence of research results will benefit

Hear David Schwartz, Managing Director Category Management, Consumer Research and Insights, Conair Corporation, Inc.

Jul 27 2023 31 mins

Hear why it is vital to investigate what triggers the initiation of the customer journey. Learn how customer loyalty drivers can be uncovered from analyzing their “post-purchase” experiences. Listen to what behavioral techniques (like eye-tracking) can do to help you better understand your customer journeys.

Hear James Melucci, Director of Shopper Insights, Beam Suntory

Jul 27 2023 36 mins

Hear the 3 core elements of customer journey mapping design: clearly understanding the underlying “why” behind the project, “how” it will improve the customer’s experience, and “what” will be its financial impact on the organization. Learn why working closely with internal and external teams is critical to designing journey questions that are unbiased. Listen how you