How M.A.D. is your Customer Experience?

cx model

Is the ROI on your customer experience living up to its potential?

In our experience many CX programmes full short of what they should deliver largely because of the structure of the programme.  They end up Maintaining an acceptable customer experience or only occasionally delivering a real Advantage to customers and the business  but rarely achieving the ultimate ambition of reinforcing the Differentiation of the brand (or M.A.D. CX for short).

What does your CX working world look like?

If you find yourself knee deep in root cause analysis, customer mapping yet another page of exceptions, struggling to get MI produced at touch point level or explaining to the board why NPS has plateaued whilst CX investment has increased, then you are know your are a customer experience practioner.

But if this sounds familiar it may mean your customer experience programme has become more about maintaining a level of acceptable customer experience rather than striving for reinforcing brand differentiation.

Despite the business investing the resource, communicating the importance of customer centricity internally, delivering dozens of cost and time saving experience improvements and celebrating NPS increases, many CX programmes are not actually getting past ‘Level 1 – Maintain‘.

It’s reinforced by customers who believe only 8% of companies deliver a great customer experience whilst 80% of companies believe they do.

With this in mind, we’ve made it our mission to help brands revisit their approach and achieve the optimum potential of their CX endeavours.

At Lexden we’ve developed an independent check-point Customer Experience Effectiveness Audit to help brands committed to customers to understand where they are, how they got there, how much more they could achieve from CX and how to get on track to realise this.

We call it our M.A.D. CX Audit. It covers:

  • Identify which level your CX is at now and what’s keeping you there
  • Understand the business environment CX is operating in and the governance surrounding it
  • Identify how your employee’s and customer’s value your customer experience activities
  • Assess the commercial impact of customer experience improvements to date
  • Identify your journey comparative to your competitors, your senior stakeholders and your customer’s expectations
  • Identify the optimum level for customer experience within the organisation
  • Highlight activities requiring realignment (people, planning, partners, process, culture) to effectively support revised optimum level potential

It’s the perfect ‘light touch, high impact’ review to ensure your CX programme achieves the maximum ROI.

Or for more details of the service, please click here.

Posted by Christopher Brooks

Lexden is a Customer Strategy Agency | We put customers at the heart of the decision 

We work with brands to attract and retain happy customers | We achieve this by helping them to understand what makes their customers tick, building memorable customer experiences and creating engaging customer value propositions.

If you like what you’ve read sign-up to our ‘Putting Customers First’ newsletter. Or for further information contact christopherbrooks@lexdengroup.com or call us on M: +44 (0) 7968 316548.     You can also follow us on LinkedIn, Facebook or Twitter or read client case studies at www.lexdengroup.com 

 

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