Building Brands: A CFO Perspective On CX And The Bottom Line

21

JUNE 2019

I am a customer of great brands and I value great customer experiences, especially from those that understand the value of my time and cater to me. I am, like so many others, a modern-day consumer of on-demand, high-touch, value-driven, products, and services – it’s the world that we live in and I love it! As a modern-day consumer, I value options and often make buying decisions based on the quality of each brand experience – brands that earn my loyalty are those that understand “what great looks like,” and those that fail, well, they are less likely to see my credit card again.

As the President and Chief Financial Officer for Activus Connect, it’s easy for me to connect the dots between our ethos of Elevating Experiences™ and the ROI for the brands we represent, and the ones still to come. It’s equally easy to see how brands can succumb to the pressure of cost reductions initiatives that put brand loyalty and customer experiences at risk. Throughout my career, I have seen it time and time again – unexpected revenue impacts, unforeseen market conditions or any number of other contributing factors that result in the decision to “rationalize expenses.” This is often where it starts, Newton’s Third Law “for every action, there is an equal and opposite reaction” and just like that, a domino effect is put into motion. Customer Experience becomes the silver bullet, the line item on the P&L that makes or breaks your budget. It becomes a cost savings exercise and the brand’s focus shifts from delivering a great experience to one mainly focused on the bottom line.

I am proud of what we have built at Activus Connect (sure, I am a little biased) because it represents a truly disruptive approach to Customer Experience outsourcing. The CFO in me loves the efficiency and affordability factor our solution affords the market because we know that we are doing our part towards “Building Brands.” We understand the value of our relationship with our clients – one that delivers results and positively impacts our clients’ customers experiences. And the consumer in me loves that we are connecting amazing Ambassadors to consumers like me, consumers that value Elevating Experiences™.

Maya Angelou said, “people will forget what you said, people will forget what you did, but people will never forget how you make them feel.” For Activus Connect, every conversation, every relationship, every interaction is an opportunity to make a difference, to make a moment count, one that can ultimately also make a difference in your financial results.

Minerva Serrano

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