The Stars Group + UserTesting

The Stars Group hired a team of UX researchers to support each vertical and focus their understanding on the most critical customer needs, wants, and expectations at multiple touchpoints and interactions. 

The team then purchased a UserTesting license and began conducting interviews with prospective customers in new markets to identify unmet needs and start to close the empathy gap between what they believed and what their customers actually wanted, or even expected.

As a result, The Stars Group not only identified numerous ways to create more personalized customer experiences, but is actually having competitions internally to see who can create the best ideas to bridge more empathy gaps and humanize experiences.

The UX research team now has a more influential role in shaping business strategy. With UserTesting, they now have standardized processes to create tailored solutions for each vertical. Because they have access to fast feedback, they are connecting with their customers in a more meaningful way by developing a more holistic, gut-level understanding about what they need, rather than presuming what they want.

Bridging this empathy gap has not only allowed them to personalize experiences that keep customers coming back, but it has also improved productivity, reduced costs, and helped identify new customers and cross-sell opportunities.