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1. 4
leading
principles
for
a
successful
customer
experience.
CEX
Sells
1
2
3
4

2. Customer
Experience
(CEX)
is
the
new
code
word
for
making
a
difference
for
your
customers.
Products
and
services
are
becoming
increasingly
similar
and
more
is
needed
to
a9ract
the
customer’s
a9en<on.
What
do
successful
customer-­‐oriented
companies
from
various
countries
and
sectors
have
in
common?
A
Good
Customer
Experience.
We
can
dis<nguish
4
principles.
4
principles
for
a
successful
Customer
Experience:
1
Start
by
sharpening
your
brand.
2
Select
a
number
of
customer
touchpoints
and
emphasize
these.
3
Align
all
your
employees
with
the
desired
customer
experience.
4
Think
about
your
eco-­‐system:
involve
your
partners
in
realizing
the
customer
experience.
CEX
Sells
–
4
leading
principles
for
a
successful
customer
experience

3. Start
by
sharpening
your
brand.
1
Successful
companies
have
a
very
good
understanding
of
the
values
of
their
brand.
Based
on
these
values,
they
will
implement
an
op<mal
customer
experience.
CEX
Sells
–
1.
Start
by
sharpening
your
brand
“
”• Define
the
brand
values
you
wish
to
communicate
as
a
company
to
the
customer.
• Translate
your
values
into
straighOorward
principles.
• Convert
these
principles
into
an
experience
for
your
customer.

4. CASE
Bright
House
Networks
The
American
cable
and
internet
provider
Bright
House
Networks
stands
for
the
brand
value
"Friendship".
For
them,
friendship
means
openness
and
support.
They
translate
these
principles
into
their
customer
experience
by
not
imposing
binding
contracts,
and
by
being
available
every
day
and
night.
CEX
Sells
–
1.
Start
by
sharpening
your
brand

5. In
a
global
survey
of
28,000
consumers,
63%
said
they
only
buy
products
and
services
that
appeal
to
their
beliefs,
values
and
ideals.
CEX
Sells
–
1.
Start
by
sharpening
your
brand
GFK,
April
2015
63%

6. Select
a
number
of
customer
touchpoints
and
emphasize
these.
2
The
dis<nc<veness
of
a
company
lies
in
mee<ng
only
those
customer
desires
that
are
a
match
for
the
business.
CEX
Sells
–
2.
Select
a
number
of
customer
touchpoints
and
emphasize
these
• Describe
the
customer
journey
by
mapping
all
customer
touchpoints
of
your
company.
From
the
moment
that
a
poten<al
customer
thinks
of
your
product
or
service
un<l
the
aWer-­‐sales.
• Focus
on
customer
touchpoints
that
really
ma9er
and
that
you
can
shape
star<ng
from
your
brand
values.
• Be
crea<ve
in
redesigning
the
chosen
touchpoints.
Be
inspired
by
technological
innova<ons.
“
”

7. CASE
Emirates
The
interna<onal
airline
Emirates
wants
to
provide
customers
with
an
excellent
experience
by
providing
the
most
comfortable
flight.
The
brand
pampers
first
class
travellers
-­‐
the
key
target
group
for
Emirates
-­‐
with
the
ability
to
shower
in
the
air.
For
these
travellers
it
is
of
value
to
arrive
refreshed
at
their
des<na<on
so
they
can
go
directly
to
their
appointment.
In
this
way,
Emirates
presents
themselves
as
a
top
lifestyle
brand.
CEX
Sells
–
2.
Select
a
number
of
customer
touchpoints
and
emphasize
these

8. Just
7%
of
consumers
think
brands
posiYvely
or
meaningfully
contribute
to
their
lives.
CEX
Sells
–
2.
Select
a
number
of
customer
touchpoints
and
emphasize
these
Havas,
April
2015
7%

9. Align
all
your
employees
with
the
desired
customer
experience
3
Your
company
needs
employees
who
fully
live
and
breathe
the
brand
values.
This
not
only
applies
to
employees
with
direct
customer
contact,
but
for
everyone
within
the
company.
CEX
Sells
–
3.
Align
all
your
employees
with
the
desired
customer
experience
• When
hiring
new
employees
you
must
clearly
inform
them
where
your
brand
stands
for
and
what
this
implicates.
• Translate
the
desired
employee
behaviour
into
clear
rules
in
the
workplace.
For
example,
think
about
an
Employee
Journey.
• Monitor
employees
on
a
regular
basis
and
provide
the
necessary
training
to
carry
out
the
brand
values
in
a
consistent
manner.
“
”

10. CASE:
Pret
A
Manger
The
Bri<sh
organic
catering
company
Pret
A
Manger
places
hiring
decisions
of
new
colleagues
in
their
employees’
own
hands.
AWer
a
trial
day,
the
team
determines
whether
the
new
employee
matches
the
company
and
can
stay
or
not.
Teamwork
is
essen<al
for
the
company
and
in
this
way,
the
new
colleague
garners
support
from
exis<ng
employees.
CEX
Sells
–
3.
Align
all
your
employees
with
the
desired
customer
experience

11. Globally
in
2013,
66%
of
consumers
switched
brands
or
business
due
to
poor
customer
service,
a
4%
increase
on
the
previous
year.
Some
82%
of
those
who
switched
said
the
brand
could
have
done
something
to
stop
them.
CEX
Sells
–
3.
Align
all
your
employees
with
the
desired
customer
experience
Trendwatching,
September
2014
82%

12. Think
about
your
eco-­‐system:
involve
your
partners
in
realizing
the
customer
experience
4
Share
your
vision
with
all
partners
and
think
about
the
customer
journey
together.
This
creates
involvement
and
ensures
all
par<es
remain
aligned.
CEX
Sells
–
4.
Think
about
your
eco-­‐system:
involve
your
partners
in
realizing
the
customer
experience
• Map
your
en<re
customer
experience
eco-­‐system
and
engage
all
par<es
within
this
eco-­‐system.
• Shape
the
op<mal
customer
experience
along
with
your
partners.
This
offers
the
customer
a
consistent
story.
• Always
create
a
win-­‐win
situa<on
for
both
partners.
This
leads
to
a
las<ng
coopera<on.
“
”

13. CASE
AON
and
Carglass
Insurance
company
AON
works
together
with
Carglass
(specialist
in
car
window
repairs)
in
order
to
resolve
damages
as
seamless
as
possible.
For
example,
AON
defined
together
with
Carglass
five
touchpoints
in
the
customer
journey,
within
car
window
repairs,
in
order
to
draw
more
a9en<on
to
themselves
as
an
insurance
company.
During
one
of
these
customer
touchpoints,
the
Carglass
service
technician
provides,
on
behalf
of
AON,
an
informa<on
booklet
with
informa<on
on
assistance
in
case
of
damage.
All
these
moments
fit
the
image
that
AON
wants
to
project
to
their
customers.
CEX
Sells
–
4.
Think
about
your
eco-­‐system:
involve
your
partners
in
realizing
the
customer
experience

14. Mercedes-­‐Benz
USA
wanted
to
increase
dealer
involvement.
The
company
launched
a
program
where
culture,
customer
service
and
driving
were
key.
Dealership
employee
involvement
increased
by
9.5%.
The
number
of
employees
that
didn’t
feel
involved
before
the
program,
decreased
by
22%.
CEX
Sells
–
4.
Think
about
your
eco-­‐system:
involve
your
partners
in
realizing
the
customer
experience
CEX
Sells,
April
2015
9,5%

15. This
E-­‐paper
is
based
on
the
book
CEX
Sells:
het
inspira1eboek
voor
MerkWaardige
klantbelevingen
by
Beate
van
Dongen
Crombags
and
Deborah
Wietzes.
Beate
and
Deborah
are
part
of
VODW,
the
Dutch
consultancy
partner
of
PetreConsultants.
CEX
Sells
–
4
leading
principles
for
a
successful
customer
experience
The
book
describes
36
successful
global
customer
experience
cases
that
served
as
a
basis
for
the
4
principles
highlighted
in
this
paper.

16. CEX
Sells
Feel
like
exchanging
some
thoughts
on
your
organizaYon?
Friedrich
Pétré
friedrich@petreconsultants.com
Lawrence
Landeloos
Lawrence@petreconsultants.com
02
503
10
81
www.petreconsultants.com
PetreConsultants
houses
a
team
of
management
consultants
who
believe
in
pragma<sm,
niche
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and
posi<ve
energy
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