Ideas for improving

customer experience from Lexden

Customer Experience Programme Delivery

The crucial answers you need to achieve customer experience excellence

How do we define customer experience?

How do our customers define experience?

How well are we delivering customer experience?

Where do we need to improve most and why?

How do we transform our current customer experience?

What is the value of Customer Experience to our business?

1

2

3

4

5

6

1. How do we define customer experience?

“How your customers perceive their interactions with your company”

That was easier than I

thought

They put my needs first

It worked exactly as I

expected it to

They managed my expectations

It was better than I

thought it would be

2. How do customers define experience?

Achievement

Perception

Choice

Betterment

(achievement)

Perception

(positive)

Choice

(ease)

Customers (and other sectors) drive experience expectation, not us

FACT: Customer satisfaction expectations have increased

CHALLENGE: Does your customer experience represent todays expectations, or is it designed in anticipation of tomorrows?

Does it just work, wow or define you?

3. How well are we doing? Are we ‘customer experience’ newbies or naturals?

FACT: Customer interactions with your company shape their relationship perceptions

CHALLENGE: do we know who our journeys are designed for or how satisfied our customers are with them? Is ‘customer’ a project or a

philosophy in our business? Do we ever listen to our customer?

4. Where do we need to drive improvement?

FACT: Certain interactions and attributes have a disproportionate impact on perception

CHALLENGE: Do we know what our brand’s defining moments of truth or points of pain are? Do we know what our customers

expect? Does this varies by customer type?

5. How do we transform the customer experience?

A defined & aligned Customer Strategy

Put the customer at the start

and the heart of the experience strategy.

We start by thinking outside-In to define what customers

really want, what they expect and what they get.

We will audit culturally and practically using various CX tools. And agree with senior stakeholders based on this

insight where we want to get to, why that’s important, at

what cost and by when.

Customer Success Measurement

We work with the business to

reset the business performance framework to 1) monitor the success of

improvements against overall customer experience

improvements using customer performance

models and presenting these outcomes back as a priority

KPI to the most senior boards in the business

Customer Culture Change

We Identify where the

business is currently in its adoption of customer as a

driver for improvement. We devise a structured CCC programme to bring all

internal stakeholders to a point of embracing customer is a philosophy rather than a project. A specific ‘employee experience’ and recognition

programme ensures customer lives on long after

we’ve departed

Build & Delivery Management

We identify where the

greatest gain or attention is demanded. Our strength in

customer centricity helps you arrive at innovative and new

big impact improvements which will back into business

strategy and satisfy customers. We proof test

viability with all stakeholders. Remaining

active partners right through operations and to deliver.

6. What is the value of Customer Experience to our business?

FACT: The top 10 CX performers in the UK outperform the FTSE 500 by over 950%

CHALLENGE: Do you know the ‘cost to serve’ difference between a very dissatisfied versus satisfied customer? What difference does 1% CSAT improvement make to your bottom line? How

much cost is spent on ineffective experience initiatives?

Customer Experience Programme Specifics

So where do you start?

Understanding what drives the agenda will shape the customer vision.

Everything else should flows from there.

With the customer. Decide what is the customer challenge the business faces?

Lexden’s customer experience programme contains various areas of exploration, design and development

To find out how we can create a successful customer experience strategy for your

business contact christopherbrooks@lexdengroup.com or

jennytyler@lexdengroup.com And we will arrange a meeting to share our

ideas and discuss our new Customer Experience Readiness Audit.

We design end-to end Customer Experience programmes to energise those involved in bringing customer centricity to life

To find out how we can create a successful customer experience strategy for your

business contact christopherbrooks@lexdengroup.com or

jennytyler@lexdengroup.com And we will arrange a meeting to share our

ideas and discuss our new Customer Experience Readiness Audit.

What a successful Lexden led CX programme delivers

We are Lexden | Customer Marketing Strategists

“PUTTING CUSTOMERS AT THE START AND THE HEART OF MARKETING STRATEGY”

“They brought our research to life with such flair and

imagination that the business just had to sit up and take

notice“ Tom Kerr, Head of Insight,

Tesco Bank

“They always provide the highest quality work and

output that is grounded in the commercial realities of the business.” Colin Robertson,

Director Customer P & L, MORE TH>N

“Lexden taught me a tremendous amount about

what it means to really think customer”

Celia Felgate, Customer Experience Manager,

npower

Christopher Ajai Sean Pippa Jenny

Christopher Brooks | Director | E: christopherbrooks@lexdengroup.com | M: 07968316548

Jenny Tyler | Business Development Director | E: jennytyler@lexdengroup.com | M: 07796694419

Shiv