This document discusses how to improve the customer experience journey using online qualitative research. It introduces Digsite and speakers Monika Wingate and Daniel Roundy. Key responsibilities for CX professionals include collaborating across teams, understanding the customer journey, voice of the customer insights, and designing experiences. The document outlines reasons to map the customer journey, how online qualitative research fits into the process, and how to run agile CX insights sprints over multiple weeks to generate insights, create user stories, and prioritize improvements.

1. How to Improve the Customer
Experience Journey Using
Online Qualitative

2. About Digsite
Digsite Sprints SocialFind SmartReporting
Smarter,
Faster
Qualitative
Research

3. Your Speakers
3
Monika Wingate
CEO and Co-Founder
Digsite
Daniel Roundy
CX Coach and Consultant
Freestyle CX
Your Speakers

4. Calling All CX Professionals…
Customer experience strategist
2,316 results
Customer experience director
8,667 results
Customer journey
46,728 results
Customer experience insights
56,815 results
Key Responsibilities:
Cross-team collaboration
Customer journey
Voice-of-the-customer
Actionable insights
Experience design
CX measurement

5. CX hype or
wake-up
call?

6. Is CX just
getting lip
service?

7. “Putting
money
where their
mouth is…”

8. But what is CX, really?
Customer Experience CX Management
All the ways customers interact with your
company (and products) to achieve their
goals, and the ways they perceive your
company and their interactions with you.
A systematic way of focusing on your
customers and how they interact with your
company to achieve their goals, so you can
create interactions which consistently meet or
exceed customers’ expectations.

10. Why
Companies
Ask for Help
Mapping the
Customer
Journey
Trendy
Scorecard
Prioritization
Action
Training

11. Top Reasons to Map
the Customer Journey
1. What did they “hire” us to
do? (jobs-to-be-done)
2. What steps do they take?
3. What gets in their way?
4. How do they feel?
5. How can we make it easier?

12. Where Online Qualitative Fits In
“Soft” &
second-hand
“How much”
Too long & expensive
Defensible &
first-hand
“Why”
Fast & cost-efficient
Compelling “outside-
in” stories
Reasons & “root
causes”
“Shorter distance”
to action
The “cherry
on top”

13. Newer Online
Technology Is
Built for CX

14. Fast, Iterative Research Sprints
Pre-Interview Questions Video Interaction Follow-up Feedback

15. Qualitative Heat Mapping

16. Video Screen Capture

17. Video Questions & Interviews
Video Questions

18. Video Analysis Tools
Theme & Sentiment Analysis
Automated Transcript & Clip Reel Creation

19. Job-to-be-done: Get a better job
Journey: Gain new skills, find a job,
and get hired
Goal of Insights: Create a prioritized
backlog, kickstart experience design
Approach:
• Internal journey mapping
workshop to form a hypothesis
• Online qual community to refine
hypotheses and test ideas
• Personas and journey maps to
visualize insights and “tell the
customer’s story”
• Experience design workshop to
create user stories and
experience blueprints
Case Study:
Learning & Employment Journey

20. Running an Agile CX Insights Sprint
Week 1 Week 4+Week 2 Week 3
§ Pick audiences + journey
§ Hypothesize
§ Recruit
§ Design activities
§ Moderate + observe § Analyze, visualize +
socialize
§ Create + prioritize backlog
§ Design, implement + test

21. Week 1
1. Pick audiences + journey 2. Hypothesize
3. Recruit 4. Design activities

22. A few (quick) thoughts about CX research design…
Jobs Steps Obstacles Emotions Ideal

23. Week 2
Moderate + Observe

24. Week 3
Analyze, Visualize + Socialize

25. Week 4+ Create + Prioritize Backlog Design, Implement + Test

26. Connecting Agile Insights to Agile Execution
Plan
Strategy,
Vision &
Roadmap
Insights
Outside-In
Customer
Understanding
Backlog
Prioritized
Problems &
User Stories
Sprints
Design,
Build, Test
& Iterate
Launch
Go Live
Measure
Monitor &
Improve
T-minus 0
(Sprint Start)
T-minus 1
Week
T-minus 4
Weeks

27. Start small,
stay small
Collaborate
with key
stakeholders
Don’t let
“great get in
the way of
good”
Focus on
JTBD, steps,
obstacles,
emotions,
ideal CX
Go fast (but
don’t rush)
Tips for Getting Started with
Qualitative-Driven CX Insights

28. Questions?
Monika Wingate
monika@digsite.com
+1 844-344-7483 x700
Daniel Roundy
daniel.roundy@freestyle.cx
+1 425-223-2456