“One Step Ahead” is a unique new customer feedback report bringing to life how customer experience is hurting your customers, your brand investment and your bottom line as well as showing you where your competitors are failing and how to exploit their poor customer experiences.

1. HOW VEXING IS YOUR
“One Step Ahead” is a unique new
customer feedback report
bringing to life how customer
experience is hurting your
customers, your brand investment
and your bottom line as well as
how to exploit your competitors
poor customer experiences.
CUSTOMER EXPERIENCE?

2. INTRODUCING ‘ONE STEP AHEAD’ – THE ESSENTIAL
CUSTOMER EXPERIENCE FEEDBACK INTELLIGENCE
WE IDENTIFY YOUR COMPETITOR’S CUSTOMER
EXPERIENCE ISSUES. WE UNDERSTAND WHY THEY
IRRITATE YOUR COMPETITOR’S CUSTOMERS, SO YOU
CAN EXPLOIT THE OPPORTUNITY
WE TRACK THE EMOTIONAL, COMMERCIAL AND
REPUTATIONAL IMPACT OF YOUR CUSTOMER
EXPERIENCE ISSUES, SO YOU CAN IMPROVE THINGS
BEFORE YOUR COMPETITORS MAKE YOU PAY FOR IT

3. We plot issues against our
proven Customer Experience
Attribute frameworks. This
approach allows us to
highlight each impact in a way
that you can understand what
you can do from a business
perspective to improve your
own or exploit your
competitors experiences.
We listen to what
customers’ vex about in real
time. We engage with them to
better understand why this
matters to those customers.
Each quarter we gather sector
priority cases together and
shape a report to help brands
understand the emotional,
reputation and commercial
impact of these issues.
1
Using our dynamic listening
tools we identify the far reaching
impact of issues across all social
platforms (present and historical
data). We identify the brand
impact (reach and influence) and
commercial impact (reach and
behavioural change). Providing a
compelling and complete case for
each issue.
42
HERE’S HOW IT WORKS. WE LISTEN. YOU LEARN
From our trusted
engagement with customers we
are able to produce full detailed
story boards. These aids are a
perfect and impactful way to
bring the issue to life showing
emotional affect of poor CX on
customers and the subsequent
damage it does to the brand
relationship.
3

4. WE REPORT QUARTELY AT SECTOR LEVEL WITH MOST
LEADING BRANDS FEATURED IN EACH REPORT

5. WE MAKE SENSE OF CUSTOMER VEX TRENDS,
SO YOU CAN IMPROVE AND EXPLOIT THEM FASTER
CUSTOMER THEMES ‘WHAT MATTERS MOST’
CUSTOMER ATTRIBUTES
WE COLLECT VEXES FROM CUSTOMERS AND INTERPRET THESE INTO OUR
PROVEN ‘WHAT MATTERS MOST’ CUSTOMER ATTRIBUTES.
THESE ACCOUNT FOR 2/3rds OF CONSUMER DECISION MAKING CRITERIA.

6. ALL VEXES ARE DEFINED USING COMMONLY EXPRESSED THEMES*.
THESE ARE TRANSLATED INTO A CUSTOMER ATTRIBUTE
FRAMEWORK WHICH DEFINES THE IMPROVEMENT REQUIRED
Manage My
expectations
Save Time &
Effort
Personalise to
Me
Empathise
with Me
Resolve my
issues
Show integrity
Passed off
Over selling
Rudeness
Lateness
No knowledge
Cleanliness
Inconsistency
Unresponsive
Queuing
Wasting time
e.g. Vex “every time I purchase online from them I get a different delivery time slot!. I can’t plan my life around them around that”
CUSTOMER ATTRIBUTE FRAMEWORK
COMMONLYEXPRESSEDVEXTHEMES

7. EACH VEX IS EXPRESSED IN THREE DIMENSIONS
££
EMOTIONAL IMPACT.
We speak to customers and understand why specific
customer experience issues matter to them. They tell us to
what extent the issue affected their day and the lasting
impact it has had on their life.
BRAND REPUTATION IMPACT.
We listen and track how far reaching the issue impacts
your customers. This allows us to inform you the
importance and extent of the issue. Through sentiment
analysis we also identify the brand reputation impact.
REVENUE IMPACT.
Customers inform us of how their behaviours have
changed because of the issue. Coupled with brand
reputation impact scores we estimate the revenue loss
each unresolved issue has on a business .

8. We paint the picture that we find
before the brand issue occurs for the
customer
We describe the actions customers
take in order to get their views
across
We summarise the emotional
outcome for the customer & the
impact to the brand in question
We highlight the brands actions
which create the negative state
thereafter for the customer
If it has been addressed, we show
the actions the brand has taken to
put right what was wrong
WE DISPLAY EACH CUSTOMER STORY IN AN EASY TO
DIGEST CLASSIC STORYBOARD FORMAT
We use speech
bubbles to bring to
life the emotional
impact of the event
We highlight the
role VexVox has
had on getting the
customer’s voice
heard
THE STASIS THE QUEST THE OUTCOME
THE TRIGGER THE REVERSAL

9. EXAMPLE CUSTOMER STORIES FROM
RECENT VEXVOX REPORTS

10. WE TRACK THE REACH OF THE VEX AND HOW
HARMFUL IT HAS BEEN ACROSS 10 DATA POINTS
1. HAS THE CUSTOMER
EXPERIENCE MADE A NOISE?
4. WHAT IS BEING SAID?
2. WHEN IS IT BEING SAID?
3. IS IT GOOD OR BAD?
5. AND BY WHO?
6. HOW INFLUENCING ARE THEY?

11. WE TRACK THE REACH OF THE VEX AND HOW
HARMFUL IT HAS BEEN ACROSS 10 DATA POINTS
Urls Count
http://blog.very.co.uk/2014/12/win-a-playstation-4-console-singstarultimateparty-bundle/ 3385
http://blog.very.co.uk/?p=3962 2638
http://blog.very.co.uk/2014/12/the-ultimate-urban-winter-collection-from-bench-plus-win-a-full-outfit-for-him-and-for-her/ 1727
http://www.superdry.com/terms-and-conditions 1620
http://www.bestdressed.co.uk/?q=superdry 1572
https://twibble.io 1027
http://wardrobetrendsfashion.com/lipsy-sport-collection/ 515
http://instagram.com/p/w9UI5loEOB/ 365
http://www.very.co.uk/ 198
http://thesocialmediamonthly.com/use-social-media-marketing-%E2%80%93-word-mouth/ 179
http://gatwickairport.com/12daysofgiftmas/ 157
8. WHERE IS DAMAGE
BEING DONE?
10. WHICH OTHER
BRANDS ARE
BENEFITING?
7. WHERE ARE CUSTOMERS FINDING THE STORY? 9. HOW VISIBLE IS THE REACH?

12. WE CALCULATE THE IMPACT OF EACH VEX IN TERMS OF
REPLACEMENT COST AND TOTAL REVENUE LOSS
CUSTOMER
TYPICAL
PURCHASE VALUE
CUSTOMER
TYPICAL
PURCHASE
FREQUENCY
% OF SHARE
MOVED TO
COMPETITOR
TIMEFRAME
ACROSS WHICH
VEX IS RECORDED
VOLUME OF
SIMILAR VEX
SOCIAL NOISE
RECORDED
POTENTIAL
CUSTOMER
REVENUE LOSS
LIKELIHOOD TO
RETURN TO
OFFENDING
BRAND
COMPETITOR
GAIN TO RECOVER
TOTAL BUSINESS
REVENUE LOSS
FROM VEX

13. WE BRING THIS CONTENT TOGETHER IN AN EASY TO
DIGEST QUARTERLY SECTOR LEVEL PDF REPORT

14. 2015 PUBLICATION PRICING AND SCHEDULE
JANUARY FEBRUARY MARCH APRIL MAY JUNE
RETAILERS RESTAURANTS TRANSPORT RETAILERS RESTAURANTS TRANSPORT
BANKING INSURANCE TELECOMS BANKING INSURANCE TELECOMMS
SUPERMARKETS DAYS OUT UTILITIES SUPERMARKETS DAYS OUT UTILITIES
JULY AUGUST SEPTEMBER OCTOBER NOVEMBER DECEMBER
RETAILERS RESTAURANTS TRANSPORT RETAILERS RESTAURANTS TRANSPORT
BANKING INSURANCE TELECOMS BANKING INSURANCE TELECOMMS
SUPERMARKETS DAYS OUT UTILITIES SUPERMARKETS DAYS OUT UTILITIES
FOR FURTHER INFORMATION AND ORDERS EMAIL CHRISTOPHERBROOKS@LEXDENGROUP.COM. OR CALL +44
(0) 1279 502209 . REPORTS DESPATCHED AT END OF MONTH. PAYMENT TERMS 28 DAYS FROM INVOICE.
REPORT FREQUENCY COST
SECTOR REPORTS WITH VEX TRENDS AND DETAILED EXAMPLES DESPATCHED ON REQUEST QUARTERLY £750 (PLUS VAT)
ANNUAL SECTOR REPORT SUBSCRIPTION (4 REPORTS) AUTOMATICALLY DESPATCHED QUATERLEY £2,500 (PLUS VAT)
SPECIFIC BRAND REPORTS WITH VEX TRENDS AND FULL EXAMPLES ON REQUEST £2,000 (PLUS VAT)

15. BRANDS WE HELP TO ACHIEVE BETTER
CUSTOMER AND COMMERCIAL OUTCOMES