How to profit from customer experience - an introduction to Lexden

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Lexden is a leading Independent Customer Strategy Consultancy.

We help clients unlock incremental profits by providing compelling value propositions and delivering enhanced customer experience when it matters. We create positive connections between our client’s brands, their employees and their customers.


We offer Customer Experience Strategy and Management, Customer Experience Profitability Modelling, Customer Value Propositions, Brand Experience Management and Employee Experience Management.

We cover a range of service sectors with a specialism in Financial Services.

Our clients engagements include Visa Europe, The Co-Operative Bank, Hiscox, More Th>n, Direct Line, Ageas, William Hill, Park Inn hotels and npower.

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How to profit from customer experience - an introduction to Lexden

  1. 1. Christopher Brooks Director August 2015 AN INTRODUCTION TO LEXDEN
  2. 2. LEXDEN IS A CUSTOMER STRATEGY CONSULTANCY PUTTING CUSTOMERS AT THE START AND HEART OF THE DECISION WE WORK WITH CLIENTS TO ATTRACT AND RETAIN PROFITABLE CUSTOMERS
  3. 3. LEXDEN IS A LEADING INDEPENDENT SPECIALIST IN CUSTOMER EXPERIENCE. Our leadership team includes Dr Phil Klaus, whose award winning research has led industry thinking on CX management and profitability. He also feature on the world CX speaking circuit and is a top Amazon ranking business author. We bring a variety of real world experiences diverse and varied, having worked across several sectors at all levels. However, when it comes to putting customers first to drive greater profitability returns, we are all united. ABOUT US
  4. 4. WE HELP CLIENTS PROFIT FROM CUSTOMER STRATEGIES We achieve this by helping them to:  Understand what really makes their customer tick  Create compelling customer value propositions  Build engaging customer experience strategies and solutions  Optimise the effectiveness of their marketing resources WE BRING A PERPETUAL CURIOSITY TO UNDERSTAND WHAT MAKES CUSTOMERS TICK
  5. 5. CX MATTERS TO OUR CLIENTS
  6. 6. OUR CLIENTS CUSTOMERS MATTER TO US They always provide the highest quality reviews and output that is grounded in the commercial realities of the business. Colin Robertson, Customer Director, MORE TH>N Working with Lexden has been great, inspirational and a highly rewarding experience starting from a complex business case - deployed in a demanding environment, they came with a first class approach to define and develop customer experience initiatives for over 110 hotels throughout Europe, Middle East and Africa. Marie - Laure Blaise, Manager, Quality Assurance, Park Inn by Radisson Hotels Christopher delivered a first class presentation on Putting Customers First at our Protect Association conference. As Simon Cowell would say, ‘He nailed it!’ Steve Devine, Chairman, PROTECT I had the pleasure of working with Christopher to establish a new Customer Experience team. He directed us deftly through the course of forming a team and taught me a tremendous amount about what it means to really ‘think customer’. Christopher used his extensive experience to help us examine the choices we make for our customers and reconsider our approach. I can’t speak highly enough of Christopher as a customer champion and master of original thinking.“ Celia Felgate, Customer Experience Manager, npower Lexden brought our customer insight to life with such flair and imagination that the business had to sit up and take notice. Tom Kerr, Head of insight, Tesco bank The method of work & fundamentally the results, demonstrated an intelligent progressive and creative marketing approach. It consumed everyone. Hugo Pinea, Oney Bank, Portugal
  7. 7. WHY CX MATTERS BUSINESS HAS FINALLY WOKEN UP TO THE POWER OF CUSTOMER CENTRIC THINKING. Key is fulfilment of the customer expectations and experience. Delivered well and the result is an increased consideration and favourability from contented customers to commit a greater share of their category spend to the company. The opposite results in friction for the customer which leads to disengagement and defection. THERE ARE MANY ELEMENTS WHICH NEED ATTENTION TO ACHIEVE A SUCCESSFUL CX STRATEGY AND PROGRAMME. Only 3% of clients prosper from CX investment which is often because areas have been overlooked or delivered without full consideration of the dependencies or wider impact on the business. Our experience is that client are often led by the specialism of the consultancy they've engaged with in CX. Early on, we recognised the value to clients of having an independent perspective. LEXDEN IS DEDICATED TO THE PURSUIT OF SUSTAINABLE PROFITS FOR CLIENTS BY ACHIEVING BETTER CUSTOMER OUTCOMES.
  8. 8. OUR SPECIALISM WE CREATE POSITIVE CONNECTIONS BETWEEN OUR CLIENT’S BRANDS, THEIR EMPLOYEES AND THEIR CUSTOMERS. WE HELP CLIENTS UNLOCK INCREMENTAL PROFITS BY PROVIDING COMPELLING VALUE PROPOSITIONS AND DELIVERING ENHANCED CUSTOMER EXPERIENCE WHEN IT MATTERS. Our specialist subject is customers and we use customer insights, behaviours and expectations to create practical integrated strategies which clients can activate to make this most precious of all currencies work for them. IS HELPING DRIVE BOTTOM LINE PROFITABILITY THROUGH BETTER EXPERIENCES
  9. 9. CUSTOMER EXPERIENCE WE HELP CLIENTS INCREASE PROFIT FROM CUSTOMER EXPERIENCE. WE BELIEVE PRIORITISING THE CUSTOMER IN THE BUSINESS EQUATION DRIVES THE MOST SUSTAINABLE PROFITS. There are many elements which need attention to achieve a successful CX strategy and programme. Yet, only 3% of clients prosper from CX investment which is often because areas have been overlooked or delivered without full consideration of the dependencies or wider impact on the business. LEXDEN OFFERS A SPECIALIST AND INDEPENDENT PERSPECTIVE. CUSTOMER EXPERIENCE, DELIVERED WELL RESULTS IN AN INCREASED CONSIDERATION AND FAVOURABILITY FROM CONTENTED CUSTOMERS TO COMMIT A GREATER SHARE OF THEIR CATEGORY SPEND TO THE COMPANY. THE OPPOSITE RESULTS IN FRICTION FOR THE CUSTOMER WHICH LEADS TO DISENGAGEMENT AND DEFECTION. TRUE POTENTIAL We start with identifying the ambition, the real potential and the gap in capability (business quality and customer confidence) to deliver this. CUSTOMER PRINCIPLES a set of values/behaviours to help clients understand the right programme for their requirements. EMOTIONAL & RATIONAL CAPABILITIES Importantly we recognise that whilst fulfilling the customers (emotional and rational) requirements are paramount, it's most often profit which fuels business decisions.
  10. 10. BRAND EXPERIENCE WE HAVE DEVELOPED A SET OF FRAMEWORKS TO CONNECT BRAND POSITIONING TO THE EVERYDAY DELIVERY OF THE BRAND ACROSS THE BUSINESS. TO ACHIEVE THIS WE UNDERSTAND HOW AND WHERE TO OPTIMISE THE DIFFERENTIATION OF YOUR BRAND IN A WAY THAT IT CONNECTS TO CUSTOMERS WHO FEEL THE BRAND IS FULFILLING THEIR REQUIREMENTS. BRAND EXPERIENCE FRAMEWORK To show the relevance and fit of a brand ideas and customer principles alongside the brand positioning. CUSTOMER PRINCIPLES a set of values/behaviours expected from the business and desired by the customer to recognise the brand differentiation. BEX TOOL KIT a suite of score cards and immersion briefings/workshops/activities to ensure the various parts of the business (such as ops, comms, product and service) recognise the responsibility and how to perfectly translate the brand idea into brand defining customer experience. BRINGING BRANDS TO LIFE THROUGH DIFFERENTIATING CUSTOMER EXPERIENCE.
  11. 11. WE HELP CLIENTS PUT CUSTOMERS AT THE HEART OF THE DECISION. EMPLOYEE EXPERIENCE CUSTOMER CLOSENESS Our programme brings customers into the business, to be a part of the working fabric of the organisation. This includes shadow customer boards. LIVING INSIGHTS Optimising the existing customer insights available we bring the customers, their needs, want and expectations to life using a series of everyday events. THE PROMOTERS A suite of interactive games to help our clients employees, of all levels, understand, contribute and implement effective customer improvements. MAKE GOOD We start with an understanding of the desired customer experience potential and conclude with how employees experience must be improved to motivate employees to deliver a better experience for customers. IT IS ACCEPTED WISDOM THAT CUSTOMER EXPERIENCE NEEDS TO BE DRIVEN WITH PASSION AND PURPOSE IN ORDER FOR IT TO BE VALUED BY CUSTOMERS. WHAT IS LESS UNDERSTOOD IS THAT THOSE THAT ARE ENTRUSTED TO DELIVERY IT MUST BE VALUED AS WELL.
  12. 12. THE LEXDEN DIFFERENCE THINK CUSTOMER, BE CUSTOMER • We are there because the customer needs to be REPRESENTED. • Keep the customer close to your thoughts. Make sure you understand them. • Become them. Represent them. Protect them. • Strive to make the brands RELATIONSHIP with the customer better for all involved. VALUED OUTSIDE IN PERSPECTIVE • We have a PERPETUAL CURIOSITY for what makes people tick and what destines lives. • We observe how other business’ fulfil this through branded customer experience and propositions. • We hunt globally for better customer outcomes and INTERPRET them into our clients worlds. COMMERCIALLY ATTUNED • The business defines healthy in terms such as the value of its share or its brand equity or revenues etc. • Customer as a strategy delivers these as a consequence of increased PREFERENCE, ADVOCACY and loyalty. • We work to direct customer fulfilling improvements to connect with these commercial driver enablers.
  13. 13. SOME CASE EXAMPLES OF OUR RECENT WORK
  14. 14. CX STRATEGIC IMPROVEMENTS REQUIREMENT To engage hotel staff across 110 sites to take responsibility for improving NPS. LEXDEN’S APPROACH We structured the hotel chains customer insight so that we could prioritise the most impactful and NPS damaging feedback. We developed a workshop which converted ‘issues’ into commercially viable improvements. We then created an innovative interactive board game for every hotel to run the workshops themselves and a micro site to share improvements across the group. PRIORITISING WHAT MATTERS MOST FOR 110 HOTELS
  15. 15. CX STRATEGY PROGRAMMESCX STRATEGY PROGRAMMES REQUIREMENT Develop a CX strategy to help William Hill deliver customer experience as a differentiator in a market where service underperforms. LEXDEN’S APPROACH Help William Hill understand the potential of CX and recognise the alignment across channels by putting customers first. With the ‘one step ahead’ ambition set at a manageable level, everyone signed-up. All WH activities proposed and new to achieve the CX ambition were prioritised against a new ‘customer principles’ score card leading to full internal support OUTCOME CX Strategy established at a level that will drive appropriate ROI Retail, online and mobile experience aligned Approach taken globally to William Hill’s international companies CX improvements feature as retail lead ad campaign REQUIREMENT To improve the retention of B2B subscription publishing & information business using customer experience LEXDEN’S APPROACH We identified the potential for CX was to be focussed on driving subscription renewals and migrating customers to digital publishing subscriptions. To achieve this we undertook customer insight feedback organised around what matters most to audience. From which mapping highlighted where broken processes and points of pain existed. Strategic improvement workshops identified fixes and NPS an tracker was installed to measure business performance. OUTCOME Identified top 20 issues to reduce ‘Detractors & increase subscription renewals Introduced new customer charter to guide further retention improvements
  16. 16. CUSTOMER-LED PROPOSITION REQUIREMENT Identify how Direct Line should position a new telematics technology. LEXDEN’S APPROACH The technology is complicated and less interesting to the consumer than what it is capable of achieving for them. So we set up a co-creation workshop with a cross section of segments, created territory rooms and used branded examples from other sectors to explain the concept. This provided the insights to understand how to position the new product as well as the ammunition needed to conduct a global telematics product provider review. OUTCOME A proposition defined by customers, a commercial model and a tech partner to delver it. PROPOSITION DEVELOPMENT REQUIREMENT Differentiate Churchill from others using a non-priced based proposition. LEXDEN’S APPROACH Optimising existing research and customer feedback studies, we understood what the emotional drivers for choosing Churchill were rather than the rational. Having identified that Churchill was a ‘one I’d put in the life boat’ brand for it’s customers we found untapped assets of the brand to support how Churchill could help when it mattered; in a crisis (even if you didn’t need to claim. This provided the evidence needed to have a more frequent, and engaging non-priced based contact with customers. OUTCOME The proposition was optimised across the business including Churchill’s first non-priced based TV ad.
  17. 17. REQUIREMENT Build and deploy best practice CX across the business. LEXDEN’S APPROACH Npower had identified customer experience needed improving, but lacked the capabilities to deliver it. Lexden set up and deployed a best practice team. We then shifted the culture of ‘customer as a cost’ to ‘customer is a currency’. We established VoC to understand ‘what matters most’ and applied this across customer journeys. This informed improvement priorities and how to deal with them to reduce customer dissatisfaction and remove costs. OUTCOME The customer had a voice and customer satisfaction as well as cost was considered in all improvements. CUSTOMER EXPERIENCE STRATEGYCUSTOMER INSIGHT OPTIMISATION REQUIREMENT To interpret the power of Dunn Humby shopper data into workable advantageous banking solutions. LEXDEN’S APPROACH We highlighted the data told us ‘who, what and how’ customers behaved but not ‘why’. TB undertook pioneering ZMET qual. Research. We interpreted the outputs into ‘Sparks’ of emotionally based insight. We facilitated several proposition workshops across the business to identify new solutions fuelled by these insights. OUTCOME The potential for over 100 original solutions was identified which fuelled channel, product, service, brand and pricing decisions.
  18. 18. ManagingDirector Christopher MEET THE TEAM SnrConsultant Alvin Alvin is customer experience specialist with 15 years of expertise in designing and implementing CX strategies across a broad range of industries. As Consulting Director at Nunwood, Alvin worked with organisations such as Carphone Warehouse. Royal Bank of Scotland and First Great Western. At Mulberry Consulting Alvin worked with Vipnet in Croatia and UPC across Europe, as well as Lloyds Banking Group and Emirates Airlines. Alvin also worked at IBM Global Services and before that at the European Bank for Reconstruction and Development, where he gained considerable knowledge of the countries of the Former Soviet Union. Having been an agency head of planning always committed customer betterment, Christopher established Lexden as an independent to help brands drive improved profitability from the right Customer Experience solutions for them. It’s a passion with power which has attracted the interests of a wide range of clients. Visa, Direct Line,, Hiscox, More Th>n, William Hill, Tesco Bank, Visa, The Co-operative Bank, Ageas, npower and Park Inn Hotels amongst others have commissioned Lexden to devise and customer experience and value proposition consultancy. Lexdengroup.com | The Courtyard, Bishops Stortford, Herts, ENGLAND, CM23 2ND | + 44 (0) 7968 316548 | +44 (0) 1279 905502 Simon Nick Snr.Consultant Snr.Consultant Asif HedofInsight Tom Dr Prof Phil Non-ExecDirector Dr Philipp 'Phil' Klaus is Professor of Customer Experience and Marketing Strategy. Phil holds multiple visiting professorships around the globe. His areas of expertise include customer experience strategy and management, customer experience quality, customer experience on consumer behaviour and the financial performance of organisations. His award-winning research has appeared in numerous books, and a wide range of managerial and academic journals. Phil is a frequent keynote speaker at conferences around the world. Snr.Consultant
  19. 19. THANK YOU christopherbrooks@lexdengroup.com The Courtyard, Windhill, Bishops Stortford, Herts CM23 2ND | 01279 902205 | www.lexdengroup.com

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