Wells Fargo executive VP and CMO Jamie Moldafsky told the crowd of 1,400 at Forrester’s Customer Experience Forum, in New York City, that “creating the ‘wow’ experience” is something that must be done on all channels and through all areas of the company.
“There are five main aspects to creating the “wow” experience for customers,” she explained. “Everyone must understand the customer journey, it must involve a disciplined business process, leadership enterprisewide has to be behind it, you have to look for ‘signature moments,’ and you must communicate the vision.”
Wells Fargo takes this so seriously that it produced a 40-plus-page document for employees titled “Visions and Values,” which is designed to make sure everyone in the company, at all levels, understands that “making the customer smile” and creating that “wow” experience is a companywide goal. Moldafsky went on to explain the five fundamentals for getting to “wow”:
- Everyone in the company has roles.
- There are guiding principles in place—it’s part of the culture.
- Discipline, measurement, and critical thinking are imperative.
- The journey, not the destination, is what’s important and contributes to business success.
- Leadership’s buy-in is absolutely necessary.
For Wells Fargo’s CEO, she noted, “Putting the customer first is the No. 1 priority.”
When asked how customer experience dovetails with the marketing side of her job, Moldafsky said: “CX and marketing are symbiotic. Our ‘story’ is the customer experience journey—they are two sides of the same coin. You can’t do one without the other. Marketing’s job is to drive customers to a relationship and experience, not buy a product.”
Read related article, "Customer Experience ‘An Everest-Like Goal,’ Says Forrester’s Burns At CX Forum."