Tag Archives: consultants

Can you deliver the 3 in 1 CX equation? Waitrose do.

We spend most days at Lexden helping clients to improve the effectiveness of their CX performance. That may result in a more valued brand differentiation, a new business model, an interactive employee engagement game, an increase in cross-sales strategy etc etc.

That’s the point; CX has moved on. Positioning CX as the only holistic all-encompassing new way of life for all to religiously follow is too much of a shift for many leadership teams? We don’t think it’s needed always either. In fact, we see it as a more effective business model to drive sustainable profitability. If that’s your aim, then bingo, you are the type of client we work well with. So read on and then we’d love to hear from you.

Rolling your sleeves up and working in the smaller ‘everyday’ customer experiences can be as fruitful and rewarding as seeking to exploit those defining moments which enables your brand to pull apart from others. Don’t get me wrong, we recognise the 8:1 ROI from the extraordinary branded CX opportunity is superior to the 1:1.25 potential of the ‘brilliant basics’. But let us not forget brands need constant feeding to keep their value and customers need as many touch points to experience that brand as possible.

So finding opportunity for the brand experience to shine is key. Finding these amongst the invisible spots, the unnoticed nooks and crannies is still a playground of opportunity for those clients prepared to look a little further and those of use helping clients who look beyond the conventional.

With this in mind we will bring you a number of brands who do this, effortlessly well. So easy in fact you trip over them. Many talk about delivering memorable CX at the start and the end of the journey; the CX rainbow.

Of course the chasing the pot of gold matters, but we do find a sprinkling of experiences in between can help pep up the customer performance indicators and encourage higher levels of average usage throughout too. To demonstrate how natural they are, pick a brand and find 3 in 1 minute that qualify.

Here’s 3 Waitrose experiences we found in 1 minute. Not every brand can deliver this. But those who do have CX baked in to their business model.

waitrose 1 waitrose 3waitrose 2

1. Flowers – here they are with a bunch of flowers you can buy in store. They brighten up the place and say, they are good enough for us too. They also sit there for a week to show the quality.

2. Local community – Waitrose keep close to their communities and this much copied approach to local charitable donations speaks it in volumes. The fact that these are three cricket clubs adds a very appropriate ‘middle England flavour to Waitrose too.

3. Recycling the promotion – Waitrose may have moved the coffee cup behind the counter to keep out the M&S Food pretenders, but they are still squeezing more out of that cup as this poster I spotted shows and oozes Waitrose values.

Virgin Trains next!

Posted by Christopher Brooks, Director, Lexden

Lexden is a Customer Experience & Value Proposition Consultancy 

We help clients build memorable customer experiences and create engaging customer value propositions.

If you like what you’ve read please sign-up to Lexden’s ‘Customer’s World’ Update for ideas, inspiration and insights to improve your customer strategy endeavours. 

For further information contact christopherbrooks@lexdengroup.com or call us on M: +44 (0) 7968 316548 or T: +44 (0)1279 902205.  You can also follow us on LinkedIn, Facebook or Twitter or read client testimonials and case studies at www.lexdengroup.com.

Why the CEO is king when it comes to CX

“We break china for our clients”

broken chinaThis is an expression I heard from the CEO of a private bank I was developing a new rewards programme with. I am not quite sure exactly what it means, but I got the sentiment immediately. It convinced me the CEO cared about his clients above anything else. It also set a standard by which the rewards programme and any other customer programme had to live up to. This was over ten years ago so there was no supporting VoC, no customer charter and no continuous improvement programme in place. But it served them well then,  as it does today, to prioritise actions which delivered more for their customers.

This commitment, in part, inspired me to focus on Customer Experience. It led me to find the correlation between experience and profitability. Which led to the creation of Lexden as a Customer Experience and Value Proposition Consultancy. I have a lot to thank that CEO for.

It highlights the impact having an authentic CEO onside has when it comes to driving customer strategies through the business. We’ve flagged this support as a key contributor in customer experience programmes ever since.

This CEO clearly got it. In fact 80% of CEO’s believe they get it according to Bain & Company.

merc2Steve Cannon, Mercedes Benz CEO has described Customer Experience as the new marketing. He goes as far to say, “Operational excellence is the ticket for entry. We need to eliminate the word satisfied from our vocabulary. Satisfied for me is vanilla. We need to delight. We need to amaze. We need to provide extraordinary.”

Whilst some CEO’s have committed and are driving customer experience through as a new business model, consumers of many brands have yet to reap the benefits. In fact, the same research from Bain & Co identified only 8% of consumers agree the CEO’s do get it.

And some CEO’s seem to believe they can flick CX on (and no doubt off) like a switch. I heard this perception reportedly shared by a CEO of a low-cost airline who stated, ‘They <customers> will walk across glass to get to our planes if the price is cheap enough’. Needless to say that whilst a CEO with this approach to business might momentarily commit to CX because of the profit potential, a less sustainable ‘squeeze more and give back less’ strategy will turn their head too.

If you want to know if your CEO is really committed to putting customers first in order to drive greater profitability, take a look at our 6 point check. On the left are the behaviours and business actions pushed through observed from CEO’s who prioritise customers:

CEO ranking.pptx

When the CEO leads; the business, all employees, customers and ultimately shareholders profit. CEO as king of CX is crucial to maximise the profit potential from such an investment.

The CEO is key, but a successful CX strategy is much more involved. If you want to know if your overall CX plan is effective, try Lexden’s ‘The Right Direction’. In two weeks we will identify where you are now, where you could be and recommend how to get there.

Posted by Christopher Brooks, Customer Experience Consultant, Lexden

Lexden is a Customer Experience & Value Proposition Consultancy 

We help clients profit from customer opportunities and challenge | We achieve this by helping to understand what makes customers tick, building memorable customer experiences and creating engaging customer value propositions.

If you like what you’ve read please sign-up to Lexden’s ‘Customer’s World’ Update for ideas, inspiration and insights to improve your customer strategy endeavours. 

For further information contact christopherbrooks@lexdengroup.com or call us on M: +44 (0) 7968 316548 or T: +44 (0)1279 902205.  You can also follow us on LinkedIn, Facebook or Twitter or read client testimonials and case studies at www.lexdengroup.com.