driving cultural changes to improve customer experience
TRANSCRIPT
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 [email protected] 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 [email protected] 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 [email protected]