Customer Experience is most effective when measured in terms of behaviour change; more sales, greater retention, uplift in revenue. Most measures look at sentiments such as satisfaction or intentions such as recommendation. They are not the same. The are not effective measures. Experience Quality Measure looks at behaviour change from Customer Experience. At 90% accountability it is more reliable than any other measure available.

1. EXQ, the most reliable
Customer Experience
Measurement on the planet
April 2018

2. Experience
Quality
Measure
Only 3% of companies achieve their
potential from customer experience.
But these vanguards, enjoy a 600%
return on their customer experience.
They achieve this by identifying what
customers’ value the most and
prioritising how to deliver it.
There is only one customer experience
measure (EXQ) quantifies which CX
matter and how much they impact
customer’s decision making.
EXQ provides 90% of this answer,
compared to 1% achieved by
conventional CX measures such as
satisfaction and recommendation.

3. The power of
EXQ
Globally acclaimed academic, author
and speaker Prof Dr Phil Klaus’ award
winning research has identified there
are 25 customer experience drivers
which account for 90% of customer’s
decision making.
Over 1,100 studies conducted across
multiple sectors globally reinforce the
international strength of EXQ.
EXQ enables companies to:
•Increase share of category from CX
•Prioritise CX investment effectively
•Create differentiation through CX
•Increase ROI through
•Measure CX profit drivers

4. Where it can all go
wrong with CX (and
how to put it right)
With EXQ, the are 25 customer behaviour drivers identified. This list of key attributes is the
result of years of scientific (and now award winning) research. Initially 300 were identified.
which inform 100% of a consumer's decision making relating to their actual share of
category.
Refinement has led to the arrival of 90% of decision making being accountable to the top
25 drivers. To provide some context, Customer Satisfaction and Recommendation scores
account for just 1% of a customer’s ACTUAL behaviour.
Conventional measures of CX leave clients with results which relate to customer
‘intentions’ and ‘sentiment’. Both have been proven to bear little correlation to what
customers actually do. This highlights that they are not measuring what really matters to
customers, but more likely what the conscious brain associates with the performance.
EXQ goes beyond this. If you try to reduce the number of EXQ drivers measured down
from 25 to a number which can be attached as part of a feedback questionnaire, the
strength of the reliability reduces significantly. It is the same for satisfaction and
recommendation questions. Ease to capture has been prioritised over reliability and
quality of questioning. EXQ is designed to get to the truth for clients, nothing less.
The EXQ method most effectively identifies what customer experiences drive a brands’
customer’s share of category. This means the importance of competitor drivers are also
captured. Allowing the client to identify which CX are sector level expectations and which,
if only important to their customers, have the potential to drive competitive advantage
through CX. Again, with a 90% confidence factor applied. This is the gold dust.
Increasing the importance of the fewest EXQ drivers is the focus. It can be applied as the
CX strategy in that regard. Plus, instant savings can be realised be removing the CX
associated with lowly ranked drivers which do not impact to customer behaviour. These
may misleading attract high CSAT scores, but are eroding profit with it. Remove them ands
the ROI from CX will goes up.
The most valuable benefit for clients is that you can use the findings from EXQ to set the
CX Strategy. Meaning clients can own their strategy and focus on adding value through CX
to customers which they know will correlate with an increase in profitability.

5. How does it
work?
Qualifying interviews (check 25 CX drivers
against sector)
Quantifying survey
(Lexden or client to collect feedback)
EXQ algorithm ranks 25 drivers against SoC,
CSAT, NPS & competitors (as required)
Produce the most to least important drivers
with action plan to exploit opportunity
• 5-6 wks to identify EXQ measure
• Only one study required
• From £10,000 to establish EXQ score
• Results valid for 12-18 months
• 125 customers required per study (70 clients if b2b)

6. EXQ example
output
Code Top 10 Customer Experience Drivers for Brand X Brand X
BRE6 Their offerings have the best quality 13.40%
SPE1 They advised me throughout the process 7.60%
SPE3 They keep me informed 7%
SPE4 They demonstrate flexibility in dealing with me 6.50%
SPE6 The personnel relate to my wishes and concerns 6.40%
SPE5l I always deal with the same people 5.80%
SPE7 The people I am dealing with have good people skills 5.50%
BRE7 The offerings are superior 4.50%
BRE4 I choose them not because of the price alone 4.40%
PPE4 They will look after me for a long time 3.90%
Ranked EXQ drivers | Shows the relative importance of top
10 CX drivers compared to others. Each driver is
supplemented with a ‘flash card’ highlighting verbatims
customers expressions and examples of CX as proof points
of each driver. These are specific to the brand measured.
EXQ Scale| We will highlight where
focus should be prioritised. We can
review current provision and propose
where rationalisations should occur
and where to redeploy budgets. The
fewer drivers which account for the
highest level of CX correlates to
higher levels of CX ROI.
Competitive benchmarking | Because we measure actual share
of category, we can highlight which CX matters to customers
when dealing with competitors. This highlights which drivers
differentiate and which are sector expectations.

7. How we can
help
At Lexden, we have exclusive certification to
provide EXQ to clients. We help clients set up,
execute and exploit the findings from this
leading approach to CX measurement.
1. We can provide EXQ outputs to improve CX
at a tactical level or to form the foundation
for a CX Strategy (Lexden’s 3 step CX DNA
programme).
2. We can convert EXQ drivers into Branded
Customer Standards to drive consistency
across all parts of the business across all CX
activities .
3. We can integrate Customer Standards into
our unique ‘Making a Difference with CX’
game play employee engagement workshops.
To discuss the value EXQ can bring to your CX,
contact Christopher Brooks, Lexden.
christopherbrooks@lexdengroup.com, +44
7968 316548 or +44 1279 902205

8. Case Studies: How To Profit From CX
Challenge:
Retail banking division of a financial services firm (Continental
Europe), which was eager to explore recent hard-to-explain
churn in their customer base. We used EXQ and its three
dimensions (brand experience, service experience, and post
purchase experience) to demonstrate CX’s positive and
significant influence on customer satisfaction, loyalty, and word-
of-mouth behaviour.
Outcomes:
EXQ highlighted the crucial importance of the post-purchase
experience on customer behaviour, which is now heavily
emphasized, leading to an increase in Share-of-Wallet (+22%),
and Word-of-Mouth (+36%). Moreover, the shift to the post-
purchase experience led to an increase of profitability by 12%
overall.
Challenge:
Wealth Management North America, increases in competition,
customer churn, employee retention, and negative word-of-
mouth.
Outcomes:
The firm used customer satisfaction and NPS as CX-related
measurement. EXQ highlighted, for the first time, what
customers truly valued about their services. The results of our
studies imply that EXQ is a significantly better predictor of both
loyalty and word-of-mouth behaviour. EXQ is used to trigger a
cultural change where ‘emotional experiences’ and ‘post-
purchase care’ became the new KPIs. The firm recovered from
their challenges and is now experiencing increases in their
customers’ Share-of-Wallet (+11%), employee retention (+14%),
leading to an overall increase of profitability of 6%.
© Prof Dr Phil Klaus & Lexden Ltd