Why trust, not technology, is the real competitive edge
A while back, I had the opportunity to hear Javier Yébenes speak at a Vouch event, and his message has stuck with me ever since.
With AI and automation moving at speed, it’s easy to get caught up in tools, systems, and efficiency. But what really stood out from Javier’s talk was this:
In an age of AI, customer experience matters more than ever.
Below is a short summary of the ideas that stayed with me, and why I think they’re more relevant now than ever.
The uncomfortable truth about “great customer experience”
Here’s a stat that should make most business owners pause:
86% of companies believe they deliver a great customer experience.
Only 8% of customers agree.
That gap is where opportunity lives.
Most businesses think they’re customer-centric. But when you zoom out and look at the full journey, from first touchpoint to follow-up, friction creeps in everywhere.
And in today’s market, friction kills trust.
AI doesn’t replace trust. It exposes it.
AI is powerful. No doubt about it.
But it doesn’t create trust on its own.
In fact, the more automation we add, the more human the experience needs to feel.
Customers are quietly asking:
- Do you understand me?
- Do you make this easy?
- Do you care once I’ve paid?
Especially in markets like New Zealand, where people are naturally risk-averse, trust becomes the deciding factor. People will happily pay more when they feel safe, understood, and genuinely looked after.
Customer experience isn’t a department
It’s a system.
One of the biggest takeaways from Javier’s talk was this:
Customer experience isn’t a moment. It’s a journey.
It’s not:
- Just your website
- Just your sales call
- Just your onboarding
It’s everything in between.
Every interaction either builds trust or slowly erodes it.
The most underrated growth lever: removing friction
You don’t always need better ads.
Often, you just need fewer obstacles.
Common friction points include:
- Confusing websites
- Slow or generic follow-ups
- Great marketing that leads to a clunky experience
- No clarity on what happens next
- Feedback that’s collected but never acted on
A powerful question to ask is:
“Where does this feel harder than it needs to be?”
Fix that, and growth usually follows.
Feedback isn’t the enemy (even the uncomfortable kind)
Most businesses only ask for feedback when things go well.
But real growth comes from the uncomfortable conversations.
People don’t expect perfection.
They expect to be heard.
Handled well, even negative feedback can turn customers into your biggest advocates.
Human always beats perfect
One of the strongest reminders from Javier’s talk was this:
People don’t remember efficiency.
They remember how you made them feel.
That’s why:
- A real person answering the phone still matters
- A thoughtful follow-up beats a slick automation
- A genuine gesture beats a polished funnel
In a world of bots, humanity becomes your unfair advantage.
The real win: turning customers into advocates
The best marketing doesn’t come from ads.
It comes from:
- Happy customers
- Clear stories
- Easy ways for people to share their experience
If someone has had a great experience, don’t make it hard for them to talk about it. Make it easy. Guide them. Support them.
That’s how trust spreads.
Final thought
Customer experience isn’t a tactic.
It’s a mindset.
It shows up in how you communicate, how you follow through, and how you make people feel long after the sale.
AI can scale your business.
But trust is what sustains it.
Reach out to:
Javier Yébenes
🔗 https://www.linkedin.com/in/javiyebenes/
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