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Christine, welcome.
Thank you.
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When it comes to great customer experience,
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how do you gain a competitive advantage?
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So there's a number of different ways that you can do it.
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We like to distill it down
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to several principles that can actually serve
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as a diagnostic to determine where you are on the scale
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of delivering great CX, or customer experience.
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I think one of those is really
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just meeting immediate customer needs
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or human needs, right?
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Everybody has those things they have to do.
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Check in at the doctor's office
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open a bank account, order a taxi, or an Uber,
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and you want those to happen in a very seamless way.
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So meeting immediate needs is number one.
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That's kind of baseline table stakes, you know?
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Then it's around really differentiating yourself
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amongst all the other brands out there competing
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for customers and people's attention.
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So I think it's really about what makes you distinctive
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in thinking about how to drive that
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across all of the multi-channels that you have.
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I think it's about emotionally connecting.
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Again, we talked about human-centered design,
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we've talked about design thinking
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and that really enables you to dig deep
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into what truly matters to your end user,
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your customer, whomever it is you're trying
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to connect with and make sure
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that you get that from an emotional standpoint.
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It is also around sustainability and social impact.
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That's not always a driving force,
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but in today's day and age
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and climate and what really matters to customers,
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that's a really great addition as well.
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And if you can do a lot of these things,
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then driving CX can help you with growth.
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It helps you build trust with your customers.
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It helps you build sustainable and differentiated value.
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So it truly can help move the needle
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in a multitude of ways.
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Honing in on one of those that you said
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the sustainability and social impact,
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how do you integrate
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that into a customer experience?
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So one of the best ways to do that
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is to make sustainable choices incredibly seamless
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and intuitive and easy.
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So if you can just swap out a sustainable
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or climate friendly decision for one that is not,
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and make that part of the customer journey
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in a way where they just don't even realize
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it's happening, it's that easy of a choice,
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but also recognizing them for making that choice
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and rewarding them for making that choice.
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So it's kind of giving them the opportunity
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in a seamless way, and also encouraging their behavior
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and rewarding them for making
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making such a meaningful impact.
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And finally, what should companies be keeping top
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of mind when it comes
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to delivering great customer experience?
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I think a really critical element
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is that it's not a one size fits all.
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Every customer, every person,
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every end user using your product, your service, your space,
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your experience is very different.
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So we now are so empowered
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with data and this incredible amount
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of information that we have at our fingertips.
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So marrying that kind
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of data with qualitative insights and really
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determining how to meet different people where they are
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on their individual journey
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and truly making it personal so they feel
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that they matter and it's a meaningful connection
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with the brand at every touch point.
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I think that's something that's really critical
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to keep top of mind for these companies.
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Christine, thank you so much.
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Thank you.