Tag Archives: CX awards

How bottled water, fresh fruit and Ipads build a more emotive Customer Experience

I was judging at the FS CX awards last week. Each year the standard and the activation ideas improve. With some significant developments such as retail banks shifting from business discipline silos to customer journey org structures and others ditching CSAT and other measures in exchange for measuring their ability to fulfil ‘what matters to customers’.

It was a day of inspiration. And being a day time judging and dinner event, I returned home by Greater Anglia train at a reasonable time, stopping at Tesco to pick up some provisions on my way home. At the event, the passion, the performance and the future potential of the finalists impressed me. But so did Greater Anglia and Tesco in their own small way too.

Reflecting on what I’d heard at the event I realised that for all the strategically sound structure and progressive programming, it was the emotionally engaging stories of how customer-led thinking had resulted in a betterment for customers which were staying with me. Especially because the organisations believed it would mean they would retain the heart and the purse of the customer.

It’s the same when I think about the ever increasing number of ‘professional’ speakers on the CX circuit, for all their philosophy without practice experience, it is their emotionally connecting self stories of CX that stick.

With the right framework to ensure ‘what matters most and when’ is prioritised, and is designed consistent to amplify the strength of the brand across all experience activity, any organisation can create it’s own set of low cost, emotionally engaging experiences which customers value, and motivate colleagues.

Here are three which I encountered on the aforementioned day of judgement:

1. Greater Anglia offering bottles of water, for free, to help passengers with the sustained spell of warm weather. It might not have been their idea and it might be an investment to minimise the impact of not being able to deal with dehydrated customers, but leaving cynicism at the ticket gate if I may, this is a lovely gesture.

Whilst not own-able I accept, it doesn’t need to be. It just fulfils a need for a customer, whose route to work is ingrained, they probably only think about refreshment on a hot day when they are half way there.

2. Tesco offering free fruit to children of shoppers. I recall a few years ago working with the Tesco group, before CX really took hold. They were attempting to reaffirm their difference through hundreds of small improvements to the customers experience. Some we see, such as this, others are more operational but help customers in the long run.

So whilst this could be Every Little Helps #147, it stands out because of the benefit to parents, who often need a pacifier for children in store and feel guilty about serving up sweet treats and the children (and from what i can see in our store it’s working) who still seek a distracting pacifier to keep them occupied, but now have one which is good for them. Which in turn is good for the parents soul too.

3. GI provider discovers speaking to the grand kids on Facebook comes before rebuilding the house. I am sure this is becoming common place practice with Home insurance providers, but it’s great when you hear it being delivered all the same. When treated as a standard insurance claim, customers are taken care of through a logical but generic risk management process with steps to put people who encounter a flood or a fire, back to the position they were in before it occurred. That’s what insurance does after all.

Typically the big things like temporary accommodation and assessing what’s damaged are the first steps to be undertaken. But that’s often not what is on the customer’s mind. If you ask them, ‘what do you want done first?’ it’s a more personal and human request pertinent to the life and behaviours they’ve established. For instance, the example I heard was a couple whose house had been impacted had wanted a replacement Ipad because the highlight of their week is a Sunday catch up with their grandchildren in Australia.

I’ve gathered quite a catalogue of these small improvements on my travels. If you have your own, please comment below, I’d be delighted to hear from you.

Posted by Christopher Brooks, Director of Lexden, Customer Experience Consultants.

Lexden helps deliver effective customer experience strategy and solutions for clients seeking sustainable profit from customer experience.

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. 

 

 

Copyright: <a href=’https://www.123rf.com/profile_stockbroker’>stockbroker / 123RF Stock Photo</a>

Storytelling, stopwatches and suspense – a judge’s eye view of the UK Financial Services Experience Awards 2016

Working with Lexden I was delighted to be a judge at the awards especially as I recalled we’d partnered the inaugural event last year. I have been on the finalists’ side of the fence a few times, but it was my first time as a judge.

If you get offered an opportunity to judge in future years, take it – I found it a thoroughly educational and enjoyable day all round. I met some wonderful people with inspiring stories.

it’s the award to win if you excel at FS CX

The awards are broken down into around 20 categories. Each category has its own judging panel – usually four or five people.  Before the main event, we review written entries and complete a first round of scoring. The final round takes place on awards day itself.

fs cx awards

The Awards day started really well – a sparkling-blue-sky, and a train which got me from A to B on time.  Which is certainly out of the ordinary. During the journey I wondered what it must be like to deal with a hotel full of customer experience specialists. I expect we can be rather demanding customers.

When I arrived at the venue, Lisa Bailey and her team whisked me off for a judges briefing.  I knew I would be chairing the panel for my category – Best Use of Technology – so I was extra keen to have everything work smoothly for our five teams of finalists.

I was given a timetable setting out which order the finalists would present in, a set of scoring sheets, and a stopwatch. With up to five finalists presenting in each category, the event is a logistical marathon.  So timings are planned with military precision.

The panel set themselves up in a room, and the finalists appear in turn to make their pitch, and do a question and answer session, then leave the room so the judges can score the entries and note down their comments. After each presentation scoring sheets are placed in an envelope and collected by a member of the Awards team.  The scores are totted up, ready for the awards ceremony and dinner later that afternoon.

Our superb six were; – Welcome Real Time, Carfinance 247, Provident Home Credit,                  G2A.COM Limited, Standard Life plc and LV= Retirement Wizard

After the judging stage was complete, we enjoyed a quick glass of fizz and a chance to meet people and share stories.  Then it was time for lunch and the awards themselves.  The trophy giving took about three hours, so there was a lot of nail biting for the finalists before they were fully able to relax and let their hair down.

And the award goes to…

While the entries in our category were very different, all of them told a compelling story about how they had made life easier for customers, and improved business performance.  Many of them also talked about an influential leader who had got behind them and shouted them on from the sidelines.

A worthy silver went to Carfinance 247. But for the winning team – Standard Life – success was about people as much as technology. The careful selection of team members with the right balance of technical and people skills.  The quest to build bridges between functions and suppliers.  And you could see it right there in the room as they were presenting – determination, unity, and an amazing team chemistry.

We’ve all been there, in the thick of a complex project with heartburn-inducing deadlines.  But managing budgets and sprints is only part of the job.  Thank you Standard Life for reminding me that it’s people who sustain organisations and create change.

The Standard Life team collecting their award on the day.

standard lifeSee more on the event at: http://f-x-a.co.uk/meet-our-judges/#sthash.VBMuCgvI.dpuf.

Posted by Beth, Associate Consultant with Lexden Group.

Lexden helps deliver effective customer experience strategy and solutions for clients seeking sustainable profit from customer experience.

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.