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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 cu...
1. How do we define customer experience?
“How your customers perceive their
interactions with your company”
That was
easie...
2. How do customers define experience?
Achievement
Perception
Choice
Betterment
(achievement)
Perception
(positive)
Choice...
Customers (and other sectors) drive experience
expectation, not us
FACT: Customer satisfaction expectations have increased...
3. How well are we doing? Are we ‘customer
experience’ newbies or naturals?
FACT: Customer interactions with your company ...
4. Where do we need to drive improvement?
FACT: Certain interactions and attributes have a disproportionate
impact on perc...
5. How do we transform the customer experience?
A defined & aligned
Customer Strategy
Put the customer at the start
and th...
6. What is the value of Customer Experience
to our business?
FACT: The top 10 CX performers in the UK outperform the FTSE
...
Customer Experience
Programme Specifics
So where do you start?
Understanding what drives the agenda will
shape the customer vision.
Everything else should flows f...
Lexden’s customer experience programme contains
various areas of exploration, design and development
To find out how we ca...
We design end-to end Customer Experience programmes to
energise those involved in bringing customer centricity to life
To ...
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 ...
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Lexden's Customer Experience Programme Design

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At Lexden we put the customer at the start and the heart of marketing strategies. Our strategic service to blue chip clients such as Tesco Bank, npower, Direct Line and Barclaycard include Customer Experience Programme Design and Delivery, Cutsomer Value Proposition Development, Customer Insight Optimisation Programmes and Brand Enrichment Programmes.

Each is designed to ensure the business is connecting with it's customers to achieve high levels of build customer satisfaction, customer retention, brand advocacy, commercial return and competitive advantage.

We work with brands who want to serious about their customers.

Published in: Business, Education
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Lexden's Customer Experience Programme Design

  1. 1. Ideas for improving customer experience from Lexden Customer Experience Programme Delivery
  2. 2. 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
  3. 3. 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
  4. 4. 2. How do customers define experience? Achievement Perception Choice Betterment (achievement) Perception (positive) Choice (ease)
  5. 5. 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?
  6. 6. 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?
  7. 7. 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?
  8. 8. 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.
  9. 9. 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?
  10. 10. Customer Experience Programme Specifics
  11. 11. 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?
  12. 12. 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.
  13. 13. 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.
  14. 14. What a successful Lexden led CX programme delivers
  15. 15. 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

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