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Lexden | Customer Strategy Agency | Credentials | Mar 2014
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Lexden | Customer Strategy Agency | Credentials | Mar 2014


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Lexden specialises in helping brands put customers at the heart of their business to improve their competitive advantage and achieve commercial ambitions. …

Lexden specialises in helping brands put customers at the heart of their business to improve their competitive advantage and achieve commercial ambitions.

We provide Customer Strategy services: Marketing Effectiveness Audits, Insight Interpretation & Optimisation services, Customer Experience Programme development and delivery, Customer Value Proposition programmes.

Pan-European experience in travel and leisure, financial services, professional services, B2B, utilities, payments, transport and retail.

Published in: Marketing, Business

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  • 1. putting customers at theheart ofthe decisionyour LEXDEN, THE CUSTOMER STRATEGY AGENCY
  • 2. Lexden provide a range of customer marketing solutions for brands committed to their customers WHATWEDO
  • 3. Lexden works with brands who are serious about “putting customers at the heart of what they do” WHOWEWORKWITH
  • 5. We employ a straightforward and energised approach. We believe how we arrive at an outcome is as important as where we arrive HOWWEWORK
  • 6. DIAGNOSTICS Identified ‘what matters most’ to customers, what’s broken (customer process & internal practice) and how to differentiate through experience Lexden Identified potential of customer focus to deliver overarching business objectives for software Co. From insight obtained we built a target operating model ad delivery roadmap highlighting critical CX initiatives to succeed Worked through issues to develop ‘fix’ solutions and supported all other requirements such as NPS reporting, customer engagement programme and customer benefit tracker. B2B subscription provider identified service as a potential differentiator Lexden built confidence and framework to turn CX into workable business tool Creating commercial value from a Customer Experience Strategy B2BCASESTUDY DESIGNDISCOVERY DEVELOPMENT
  • 7. Churchill’s proposition focus was too price focussed. They realised it was unsustainable but were unsure what the alternative should be Resulted in GI brand promoting a differentiating service proposition based on customer insight Creating differentiating value propositions built around customer’s emotional (before rational) drivers Lexden’s hot house approach employed to refine propositions based on commercial appeal & ‘go- to-market’ feasibility. Confirmed through research. Lexden built NEW emotional customer driver profiles using existing data and insight to unearth neglected customer emotional drivers Lexden facilitated energised collaboration sessions to locate existing assets to fulfil customer’s requirements Created 18 month comms plan (business first) leading with ‘emotional insight’ fused creative executions (business first) within existing style General Insurer’s price focussed proposition proving unsustainable but required a NEW way of looking at an age old challenge to get internal support DESIGNDISCOVERY DELIVERYDEVLOPMENT D2CCASESTUDY
  • 8. Director Ajai ProgDirector Duncan SnrExecutive Pippa Researcher Tristan Executive Dalia Planner Shivaun Director Christopher Snr.ConsultantPaul Consultant Shirley SnrConsultant Bill Snr.Consultant Chi-Hong Lexden’s Customer Marketing Strategist team includes CEO, commercial, insight, product & proposition, CX, brand, operational, comms and marketing agency experience JUDGE WHOWEARE
  • 9. Hugo Pinea, Oney Bank, Portugal WHATCLIENTSSAY
  • 10. WE’D LOVE TO HEAR WHAT’S ON YOUR MIND If you think you should be getting more contribution from your customer strategies (propositions, experience, loyalty, acquisition or others), let’s talk: T: 0044 207 0362968 @CONSULTINGCHRIS 7TH FLOOR, ELIZABETH HOUSE, YORK ROAD, LONDON, SE1 7NR CONTACTUS