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Uncovering customer insights michelle huff

CX Confessions | Episode 7


Uncovering customers insights, straight from the source

As Peter Drucker said, “The purpose of the business is to create and keep a customer.” Michelle Huff unpacks the importance of really understanding your customers—not just the end users who might use your applications, but also the buyers and their process.

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Here's what we talked about:

In this episode of CX Confessions: The Customer Experience Show, host Staci Satterwhite, COO at Khoros, and guest host Dillon Nugent, CMO at Khoros, sit down with Michelle Huff, CMO at UserTesting. As someone who has held marketing leadership roles at some of the biggest brands in software like Oracle and Salesforce, Michelle has plenty of wisdom to share about navigating turbulent economic times, the importance of uncovering customer insights straight from the source, and some of the key benefits of user testing. 

Join us as we discuss:

  • Making the most of your investments and moving away from a “growth at all costs” mindset

  • How to act as an advocate for customers

  • Using “empathy hours” to better understand buyers’ needs

  • Why it’s crucial for marketers to understand product development

  • How to adopt a more empowering mindset as a leader

    Uncovering customer insights michelle huff

    Meet Michelle, 

    CMO, UserTesting

    Michelle Huff brings over 20 years of experience leading marketing and go-to-market strategies at high tech companies, such as Act-On Software, Salesforce, and Oracle. Gaining insights directly from customers and prospects has always been essential in her past roles—from leading product marketing and management teams to launching websites and marketing campaigns. At UserTesting, she’s responsible for driving the go-to-market strategy, building the UserTesting brand, generating demand, and strengthening customer engagement and advocacy.
    What's interesting is that when we work as a marketing organization with products, there's a little bit of trying to build excitement internally and externally for what you’re building. And what better way to do that than actually hearing directly from customers?

    — Michelle Huff

    I think there are a lot of people who believe that if you are a business leader, that you have to have a certain kind of persona and you have to be kind of cutthroat… I wholeheartedly believe that you can be kind. You can still be direct. You can still have honest conversations. But you can do it in a kind way.

    — Michelle Huff

    I think it's important for my team to actually understand our buyers and our users. And so we always go through and show video clips so that we have a chance to hear about their needs, their problems, what kind of situations that they're dealing with, and we share those with the product organization as well. So it's really important that they understand the same thing, that we're speaking the same language.

    — Michelle Huff

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