driving cultural changes to improve customer experience

8th December 2015

Driving Cultural

Changes to Improve

Customer Experience

Sustainable profitability matters to our clients

Blue Print for Success

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

Regaining a seat at the table

Applying brand quality standards

AESTHETICS BEHAVIOURS

IDENTITY EXPERIENCES

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

LIK

E A

LL

OT

HE

RS

L

IKE

NO

OT

HE

RS

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

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

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

Products Channels 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)

Measure up?

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

The Telegraph 2013

Chasing Profit smarter than chasing promoters

Source: BACS Oct 2015

Source: TNS

Source: The Telegraph

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*

Play the game

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

Unseen touch points

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

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.

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

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

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