Tag Archives: partnerships

Mastering FS CX with Lexden

philLast month we ran our inaugural ‘Masterclass in Financial Services Customer Experience’.  We had a full house and a packed agenda. Since that day we’ve received a healthy wave of positive feedback. It has reassured me that we have provided relevant and thought-provoking content to those good enough to come, which was the original motivation.

I have been invited to attend, speak or sponsor a number of CX events already this year. So why did we decide to run another CX event? Well it’s simple really. We are independent customer experience consultants, not event managers or vendors of CX solutions. So we could share freely. We wanted clients to hear conventions challenged and indiscretions exposed. We also wanted to share practical insights that could be given to others to take and apply.

Without these constraints we could make the event complimentary too. Our hosts were the ABI who kindly provided their conference venue having heard our ambition. I am indebted to the wonderful Julie Geraud from the ABI for making that happen.

If you missed the day you can sign up on our website under downloads Click Here and access all the presentations from the day. Plus a short video of speeches will follow too.

CB on stageI am also grateful to our presenters who agreed to take the stage, without previous evidence of a Lexden event to compare what it would be like against. They included:

  • Professor Dr Phil Klaus (that’s him on the right), author of #2 Amazon Business Book, ‘Measuring Customer Experience’ and award winner of numerous CX studies. Dr Phil showed why chasing promoters is fool’s gold and how an alternative measure is 87% more accountable (that’s not a typo);
  • Fellow of the MRS Tom Kerr, a recognised name in FS customer insight. Tom gave to the audience the only model you need when it comes to fulfilling customers experience needs and desires. This was the real deal;
  • Tour de force Darren Cornish, the inspirational CX Director at customer-centric The Share Centre. Darren explained the pains and the pros of putting a customer first in the business model and helped practitioners realise what you need to do;
  • Brian Simpson, the employee engagement expert with a lifetime of experience behind him. Brian created real empathy with the audience sharing emotional experiences that only someone who has been through the pains of engaging employees in customer experience change management understands;
  • An expert panel including Lexden associates Colette Porter and Alvin Jackson, Jo von Riemsdijk from CX Talent and Basia Szumska-Hale from Geneysis;
  • And I handed over the blue print for successfully embedding brand differentiation in customer experience programmes to drive ROI of 6:1

The content was first class with much revealed by all. I had explained to speakers I wanted the audience to take back to their desks ideas, insights and inspiration they could apply and they  duly delivered.

But most of all I am grateful to the people from Visa, HSBC, Ageas, Just Retirement, Direct Line, Dixons Carphone, HGI, Partnerships, Zurich, AXA-PPP Healthcare, TNS, Barclays, Denplan, Legal & General, Kensington Mortgages, Royal London, UK General, Boost, CX Talent and all our attendees for having faith that giving up time to attend would be a worthwhile trade.

We have been encouraged to do more following feedback. So we will be taking the event on the road West and North and looking to re-run the event in other sectors too.

For those who attended slides will be made available and for those who missed it there is a video to follow shortly.

What I love about customer experience is the generosity of those practitioners within it to share freely ideas, models and improvement techniques. We want to be associated with the best practitioners in this sector so glad to share our ideas and thinking too.

Lexden helps deliver Customer Experience Strategy and Management 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. 

For further information on how we can help with your customer challenges contact christopherbrooks@lexdengroup.com or call 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.

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The great customer experience practitioners know their place

Karl Albrecht, said “If you’re not serving the customer, you’d better be serving someone who is”. As one of the top ten richest men in the world and CEO of ALDI, he’s well qualified to comment on the importance of putting customer centricity at the top of the corporate agenda. He’s also a great role model for the commercial advantage of such a mission.

Putting the customer at the start and the heart of business strategy is something we at Lexden are committed to. Which means helping everyone involved in client commissions understand the following:

1) who the customer really is

2) helping the ‘back office’ understand their impact on the ‘front office’ customer experience

car hirePoint 1 may seem obvious, but when you think about where a hire company asks you to return a car, (typically their office) ask yourself is that at your convenience or theirs? It feels like they see the car as the one to look after.

A similar occurrence happens with some utility companies. Many in these business’ will claim because they have a legal obligation to tend to a meter, even if the user (what we might call the consumer) abandons it then that is their customer. This gets very complicated when it comes to customer experiences like moving home! When the customer moves home they can receive a communication saying ‘sorry you’ve left us’, when all they thought they were doing was moving down the road!

Point 2 is trickier and requires an expert stakeholder management approach. This primarily focuses on finding a common objective for those close to the customer and those a step or two away. An advanced technique is to create customer as a common currency. A broadband provider trade in NPS points internally. So ops know what 5 pts NPS means on their resources, as does the CFO on profitability, as does the brand manager on share of market.

The other way is to highlight to the back office operators the impact it has on customers. Bringing these observations (ideally through VoC verbatim or call recordings) to life really helps to hammer home the point.

Xerox has produced a great set of b2b ads which reinforce the point that a business is in business to meet its customers needs, not to do the back office stuff. This ancillary requirement comes as part of running a business but it’s irrelevant to customers. Xerox put it as follows, we get on with the stuff that keeps you from doing what you should be doing which is providing products and services which make customers lives better.

michellin manThe series also includes equally amusing ads for Ducatti. The insight I believe is a strong one and highlights why business’ do lose touch with their customers. 

We’ve often said every decision can be measured against the question, ‘is it taking us towards out customer vision?’ If the answer is yes then that must mean it’s a) better for customers b) sustainable for the business c) differentiating for the brand d) motivating for employees and e) operationally viable. Keep it commercial and you stand a chance of keeping customer on the agenda.

So as you see, it’s critical to put the customer at the heart of the decision-making, Otherwise CX improvements tend to be bias towards the improvement areas of those sitting round the table – especially as there can be several interpretations of who a customer is.

Posted by Christopher Brooks

Lexden is a Customer Strategy Agency | We put customers at the start and the heart of marketing strategy.

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 experience strategies and creating engaging customer value propositions.

If you like what you’ve read please sign-up to our monthly ‘Putting Customers First’ newsletter.

Or for a discussion on how we may be able to help you, contact christopherbrooks@lexdengroup.com  or call us on M: +44 (0) 7968 316548You can also follow us on LinkedIn Facebook and Twitter @consultingchris