customer value proposition best practice from lexden

WE WORK WITH BRANDS TO CREATE A COMPETITIVE AND COMMERCIAL EDGE THROUGH CUSTOMER

MARKETING STRATEGIES & ACTIVITIES COMMERCIAL EDGE

YOU?

WE HELP CLIENTS REALISE THE POTENTIAL OF PUTTING CUSTOMERS AT THE HEART OF THEIR BUSINESS

We achieve this by through our ‘What Matters Most’ customer strategy solutions

CUSTOMERS AT THE HEART

LEXDEN’S PROPOSITION DEVELOPMENT MODEL

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propositions which demonstrate a deep appreciation of customer, brand and market opportunities

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Package in a format which excites, connects with the commercials and creates confidence in delivery capabilities

What this should deliver

1. Crystallising the customer opportunity

2. Business & brand

potential

3. Creating a compelling proposition

5. Bringing it all to life

4. Proposition Evaluation

Bridging the gap to compelling propositions

OUTPUT: Understand composition, life goals & motivations of primary audience types

Understand key influences on decision making

Understand typical role and relationship with their brand

Understand what influences choice

Understand needs not addressed

Understand where connection, consideration and conviction moments occur

Understand their relationship with money and how it impacts payment habits

PURPOSE: Understanding the opportunity for fulfilment or improvement in the

customer’s life

OUTPUT: Better understanding of the territories the brand believably occupies

Scope for stretch of the business and the brand into the payment world

Business priorities and strategic imperatives

Challenges the sector and specifically the business need to address

‘Hot topics’ of relevance to the brand and key stakeholders

PURPOSE: Understand how the business capabilities and advantages can be exploited

OUTPUT: Developed ‘customer territories’ based on stage 1 & 2 findings

Visa impact alignment

Developed customer propositions to meet these needs

To include Visa products, services, assets & partnerships

PURPOSE: Create compelling propositions to leverage the brand advantage and fulfil the opportunity

OUTPUT: Customer appetite quantification Market scarcity indication Business advantage for stakeholders involved Proposition viability assessment Proposition ‘example’ profitability model Success criteria defined

PURPOSE: Ensure the proposition fulfils key customer appeal, commercial and operational requirements

OUTPUT: Develop a marketing strategy to launch and establish the proposition launch

Worked through customer journey maps

Creative development of card art, launch campaign and marketing materials

Employee launch programme

Ancillary partner appointment where relationships do not exist

PURPOSE: Development of marketing activation materials to bring the proposition to life

FOR MORE INFORMATION ON HOW WE COULD HELP YOU BUSINESS BUILD

COMPELLING CUSTOMER VALUE PROPOSITIONS CONTACT

CHRISTOPHERBROOKS@LEXDENGROUP.COM 0044 7968 316548

Lexden Ltd. Registered in England Number: 06290644 | VAT Registration Number: 926725700 | www.lexdengroup.com Elizabeth House, York Road, London, SE1 7NR | The Courtyard, Wind Hill, Bishops Stortford, CM23 2ND Contact christopherbrooks@lexdengroup.com | 07968 316548 for more details