Silicon Valley isn’t just a dot on a map. It’s a brand – a global symbol of enduring innovation. Therefore it is safe to say that most of the top companies in the Valley have adopted innovative best practices in all aspects of the business, right from product development, talent management to customer service and engagement.
One of the main traits of these trailblazers is their customer centricity. And Customer Experience (CX) is a major part of it. A lot of organizations Silicon Valley Innovation Center has had a pleasure to work with are increasingly interested in how to develop and deploy a top notch customer experience strategy. So, what is CX? Briefly, it is the practice of designing and reacting to customer interactions for the purpose of meeting or exceeding customer expectations, thereby, increasing customer satisfaction, loyalty and advocacy. In fact, a study by White House Office of Consumer Affairs found that 80% of U.S. consumers would pay more for a product or service to ensure a superior customer experience. On the other hand, according to the recent report by Harvard Business Review Analytic Services, while87% of business leaders agree that customer experience is vital for success, only 34% of companies have the tools and skills to deliver great experience to their customers.
In our endeavor to bring some Silicon Valley best practices to you, we asked Gavan Gibson, formerly Virtual Channels Digital Experience Strategy Lead at Wells Fargo, as to what makes an exceptional customer experience and where should one start.
Gavan, let’s start with defining an end-to-end customer journey.
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