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