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.

1. Ideas for improving
customer experience
from Lexden
Customer Experience
Programme Delivery

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?
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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. 2. How do customers define experience?
Achievement
Perception
Choice
Betterment
(achievement)
Perception
(positive)
Choice
(ease)

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. 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. 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. 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. 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. Customer Experience
Programme Specifics

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. 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. 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. What a successful Lexden led CX programme delivers

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
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