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Ernesto, Helen, welcome.
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Helen, how is customer experience
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a driver of competitive edge, and how do you measure that?
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Okay, well, to the first point,
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in terms of how it's a driver, let me just tell you,
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69% of CX professionals globally
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strongly agree that customer experience is a differentiator.
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So, as a starting point, people get that.
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In terms of why it is.
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The reality is that if you get customer experience right
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then it drives that improved return on CX investment.
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We call it "ROCXI."
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So, fundamentally, that's why it matters,
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because it drives improved financial performance.
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Ernesto, how do businesses get it right?
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Yeah, so I think first of all,
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it's important to think about the B2C world
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and the B2B world.
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And in my experience, what I find is that the B2C companies
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get it right much more often than the B2B companies.
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And a lot of my experience is,
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I talk to companies in B2B world and say,
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"You're dealing with people,
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you're not dealing with companies.
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Companies don't exist, people exist."
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So customer experience is important also in the B2B world.
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And it's not just about the products, it's about services.
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So that's the thing, something that is important to clarify.
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And then I will say very simple.
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What we learned from the B2C world
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is that simplicity is key.
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Simple and no attrition. Or one click to do things,
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not 10 clicks.
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That's what Google, Apple, and Amazon have taught us.
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Consumers want things to be simple.
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I think the other thing
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that often companies don't think about
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is how important it is to delight consumers,
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to surprise them.
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It's not just about delivering the good,
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delivering the service.
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It's about, okay, what else are we going to do?
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So that the customers say, "Huh, that was interesting.
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Huh, I did not expect that,
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this company thinks differently."
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This is often overlooked.
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I'm just going to build on that if I may,
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'cause I think fundamentally
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it's about building that emotional attachment.
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And you can do that with both B2B and B2C customers.
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And the reality is, if you get that right,
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your customers are five times more likely
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to prefer your brand.
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So that's absolutely key in terms of driving those behaviors
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that we're all looking for whether it's retention,
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share of spend, advocacy, operational efficiency.
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So I couldn't agree with you more. I'm totally with you
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that B2B matters just as much.
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We're aligned here.
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Absolutely. Good, good.
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That's a good sign, isn't it?
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Can I ask, well I wonder for the next question.
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How do you think about or integrate sustainability
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and social impact in the customer experience?
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Okay, you've touched on two of my three favorite topics,
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so that's not bad going,
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so I guess, fundamentally, it's absolutely key
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when you're talking about ESG in terms of environmental,
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societal, governance challenges.
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It's about recognizing that they matter.
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They matter to your investors, to your customers,
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to your other stakeholders.
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And if you can get it right
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in terms of embedding that experience,
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that ESG-related experience,
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then, again, you get the the significant return.
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But importantly, that commitment has to be related
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to your core purpose of your brand.
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And I don't know how many times in the past week
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you might have been offered by companies, for example,
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to grow a tree on your behalf.
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Last week, five times, five different companies,
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five lots of trees, which is lovely.
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But the reality is, if that commitment
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had been related to their core purpose,
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then I'm more likely to connect better with the brand.
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Interesting. Ernesto?
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So when I think about ESG
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and how important it is for companies,
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I think of it in terms of two dimensions.
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ESG as a protection against risk
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and then ESG as an opportunity.
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And it's interesting how, in the world of investments,
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ESG is primarily thought of as a risk factor.
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While when you think of it in the terms of B2C and B2B,
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it's more about how do we show to our consumers
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how we are ESG friendly and so on.
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I think they're both important,
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and companies that don't appreciate the importance of ESG,
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it's because they don't see the upside.
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They misunderstand how protecting your downside
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is as important.
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And we've seen this happen over and over.
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It doesn't happen every day, but the day it happens,
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you might lose so many customers,
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because they find out that your ESG practices
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were not best practice or there is a scandal or whatever.
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So when I talk to my clients about ESG
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and the connection with customer experience,
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I try to remind them that it is not just about
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the upside potential, it's also about managing the risk,
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managing the downside,
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and you don't want to put your brand reputation at risk.
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Ernesto, Helen, thank you so much.