Meet Karen Eisen, Senior Vice President, Customer Success Management at Vision Critical

We are lucky to have so many wonderful sponsors of this year’s Enterprise Experience conference–and we thought you might like to get to know them better! We’ve asked all of them some questions that get at the heart of why they’re passionate about enterprise design and design operations, what it’s like to work with them, and what makes their products and services special to enterprise professionals.

Karen Eisen, Senior Vice President, Customer Success Management at Vision Critical

Rosenfeld Media: Why are you sponsoring Enterprise Experience 2020?

A: We’re excited to share some of the great successes our customers have seen in product development and UX through direct feedback from their insight communities. We develop our own products this way. We want to be a part of supporting a strong community of UX leaders.

Rosenfeld Media: What excites you about enterprise design?

A: I’ve spent a lot of time working in enterprises, working with enterprises, and being the customer of enterprises so I am well aware of the good, the bad, and the ugly that can go hand in hand with big, bureaucratic organizations. We’ve all experienced great UX and too often, these experiences come from smaller, newer challenger brands or companies. But great customer experiences should be table stakes across the board. I love that our platform can help every organization—even the monoliths—become laser focused on putting the customer’s voice front and centre in every decision.

Rosenfeld Media: What types of value and benefits do you/your product bring to the practice and our community?

A: We make customer insights immediately accessible across all levels of an organization in the most nimble and agile way possible. Maybe you want a basic pulse check on your store layout. Or maybe you need rich, deep input on your new messaging or campaign. Or maybe you want to co-create some new product features alongside your most avid fans. Our customer insights products – such as our Sparq Insight Communities, Touchpoint, and NPS Accelerator – make this quick and easy – think days, not weeks or months.

Here’s an example: We have a new Jumpstart program that offers a fully remote launch and configuration experience. This empowers new users to launch their insight communities and start getting feedback in an average of 2-3 weeks, versus the industry average of 75-200 days!

Our Touchpoint cloud-based application enables brands to create quick and engaging feedback interactions with their customers, including those who may be reluctant to respond to traditional survey methods. It enhances UX because brands can all of a sudden connect with harder to reach audiences such as millenials and Gen Zs by finding them exactly where they are – on social media, messaging platforms, or even right within a gaming platform.

Early customers (including one of the world’s largest fast-food chains) indicate that Touchpoint is a far more effective method than others (such as email or posted URLs) at attracting customers to participate in a community where deep insights can be uncovered. For one customer, there was a 76% activity completion rate and a 24% conversion rate. Stacking these results against other means of gathering customer intelligence (such as pure surveys with response rates often below 1%), Touchpoint is the clear winner.

This is what gets us out of bed in the morning. It’s incredibly satisfying when our customers see meaningful results after using our products and what’s more, us consumers out there benefit from better experiences with the companies we engage with. At the event we’ll discuss how Charles Schwab partnered with Vision Critical to accelerate its UX research and product development. Charles Schwab has been able to leverage their digital insight communities to quickly pivot and move towards democratizing research while adapting to their customers’ needs.

Some of their success include:

• Using deep audience segmentation to tailor products that suit their immediate needs
• Bridging UX and Product teams with customer insights that can empower product
  enhancements and innovations
• Establishing a system with appropriate tools and processes to withstand crises and
  beyond

Rosenfeld Media: What else should our community know about you? 

A: I am the Senior Vice President of Customer Success at Vision Critical. I have 25 years of experience in senior level Customer Success, Marketing and Business Development roles.

I’m on a mission to help all companies provide an exceptional customer experience that is based in value, authenticity, and deep relationships.

I live in Toronto with my husband and two wonderful teenagers who work extra hard to keep my ego in check and my skin thick. And I have a slightly insane chocolate labradoodle named Ozzie who thankfully loves me exactly as I am!