Christopher Brooks, Lexden's MD delivered this presentation at The Financial Services Forum, alongside Direct Line

1. 8th December 2015
Driving Cultural
Changes to Improve
Customer Experience

2. Sustainable profitability matters to our clients

3. Blue Print for Success

4. Structure. Framework. Education
Objectives. Contribution. Motivation
Buzz. Belief. Brilliance.
Lexden’s CX cultural engagement model is built on 9 key
areas of attention. This presentation will touch on four

5. Regaining a seat at the table

6. Applying brand quality standards
AESTHETICS BEHAVIOURS
IDENTITY EXPERIENCES

7. Great customer experience shouldn’t require
advertising dressing to identify where it comes
from – experiences should be brand centric
IF OUR SERVICE
WAS ANY MORE
PERSONAL WE’D
BE DOING YOUR
LAUNDRY

8. LIKEALLOTHERS
LIKENOOTHERS
MAKE IT WORK
‘BRILLIANT BASICS’
MAKE IT BETTER
‘MOMENTS OF TRUTH’
MAKE IT MEMORABLE
‘DEFINING EXPRESSIONS’
FIX FIT
IMPROVE IMMERSE
WOW WON
Those driving differentiated and meaningful experiences
achieve significantly higher ROI’s than the preservers.
Source: Prof Dr Phil Klaus, Measuring Customer Experience

9. Conventionally speaking, bringing the brand to life for
customers would be through comms
Brand positioning and values which express how to do this better
Brand purpose and role in society
Communication & Campaign Ideas

10. Branded Experiences
demonstrating the brand difference across all areas of the
business customer engagements
Driving brand differentiated experiences across the
business through every touchpoint that matters
ProductsChannels Operations
Brand Experience Idea
(an accessible idea aligned to brand positioning which
makes it positioning meaningful and motivating for all)
The brand positioning and values which express how to do this better
The company’s purpose and role in society
Branded Customer Principles
Brand quality standards, flexed by business area explaining
‘What we do for customers’ and ‘How it makes them feel’
Advertising
Segments Employees
Marketing
Comms
What matters
most to
customers
Delivered in our
distinctively
meaningful way
LEXDEN’S PROVEN BRAND
EXPERIENCE PLATFORM
(contact christopherbrooks@lexdengroup.com for more information)

11. Measure up?

12. Putting numbers on charts is a powerful way to get a
handle on the future. But these numbers are only as
good as what we have to hand
“Can you predict the future?”
“Unfortunately not”
Spencer Dale – Chief Economist of Bank of England

13. The Telegraph 2013

14. Chasing Profit smarter than chasing promoters
Source: BACS Oct 2015
Source: TNS
Source: The Telegraph

15. Are you certain that you are measuring the
right thing?
100%
0%
NPS CSAT CE
£££
1% 1%
In comparison, 82% of profit can be accounted for using EXQ (Experience Quality Measure)*
Contact christopherbrooks@lexdengroup.com to understand why it is and how you can use
EXQ to your customer experience effectiveness
Less than 1%
correlation with
profit*

16. Play the game

17. HOW YOU APPLY IT MATTERS TOO
Lexden created a board game to help employees of hotels
drive relevant, on brand and business criteria
improvements at a local level from customer feedback
data. with a supporting employee engagement platform,
ideas are shared across the group, across borders meaning
solutions are shared and time spent reduced also. Success
of ideas is measured on contribution to business
performance drivers

18. Unseen touch points

19. GROWING WITH THE
COMMUNITY
Handing the keys to the
community to reuse branch
space in the evening when the
doors are normally shut
DISRUPTING
PERCEPTIONS
Taking the best of group and
baking it in to branches
Ensure assets which are not on the ‘customer
journey’ touchpoint list or roadmap are included – it’s
where the gold can be found

20. If the environment and the approach to create new
ideas is conventional - the solutions will be to. Creating
the environment to explore beyond convention
Where a business thinks
customers want to be
Beyond insurance how customers are using these very
same devices elsewhere. They know it – you don’t.

21. Always on & frenzied – don’t just review the experience

22. Have a front of house mentality and part a
touch point within the branded experience
Customer experience teams need to engender an appreciation and
culture that everything they and their colleagues do is part of the
customer experience, they are not just looking in on it

23. Structure. Framework. Education
Objectives. Contribution. Motivation
Buzz. Belief. Brilliance.
In conclusion, a straightforward model with
to drive cultural engagement of CX
For more information about what sits within these 9 imperatives, or to hear our
views on your challenges, please contact christopherbrooks@lexdengroup.com