Tag Archives: review

‘The Right Direction’, a new customer experience effectiveness audit

We work with companies striving to drive profit from customer led strategies.

But only 6% of companies are actually fulfilling their CX potential (Temkins). From our experience there are several areas to be questioned when a customer strategy is falling short of its potential. One of the most important being the customer experience programme structure itself.

In some organisations this is an ‘approach’ where all take an interest at some point, in other cases it’s a very defined set-up with dedicated personnel. In both cases we find there are a number of activities which need to be realigned, further enhanced, removed altogether or introduced to get things back on track.

Our THE RIGHT DIRECTION audit is an expedient review and recommendation service which identifies what needs improving and how. In fact we go further than that.

1. We highlight where you current endeavours will take you in terms of customer experience ROI projections

2. We assess how that varies (costs and revenues) from the stated business expectation

3. We show which activities need further work and how to develop them to ensure they deliver against the business expectation

4. We show what further enhancements could be introduced to deliver an even greater ROI (we look for +4:1).

The diagram below contains further explanation.

Picture3

Audits take 2 weeks to complete with a report presented back the following week.

We are now scheduling requests for 2015.

Posted by Christopher Brooks, Director

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 please sign-up to ‘Putting Customers First’  for fresh insights. 

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.

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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 

 

Inspiring European Bistro experience now being served in Shaftesbury

When you arrive at Shaftesbury, you encounter what you would expect for a quintessential British town on the outskirts of the New Forest. There are inspiring views of rolling hills, charming craft and trinket shops, an eclectic selection of architecture spanning four hundred years and on this occasion, he legendary Golds Hill. And once you’ve exhausted yourself across the cobbles you need to reflect over a drink and a bite to eat, perhaps in a traditional English Pub or quaint tea rooms? However, if you look a little harder you will find the most incredible European Bistro you could wish to find as a more than the capable alternative. It’s a hidden gem, much like the red painted wrought iron bench on Golds Hill.

The Ridings is one man’s gastronomic vision realised. From the incredible Dutch lighting designs to the impressive full working AGA and the sumptuous green paint from the Little Green Paint Company which adorns the wall like a captivating oil painting or pop art print. And it is this achievement with simplicity through well casted artefacts which makes it so unordinary. It’s more like a work of art than a bistro. And you can see owner John Batt’s commitment to create the perfect experience in every paint brush stroke applied and polished glass chandelier piece. It’s simply exquisite.

 

Each aspect is so well crafted and brilliantly executed, it projects itself as a tribute to interior design as much as a beautiful bistro experience.

You walk in and are greeted by the fragrant aromas coming from the soup vessel. The offerings when we arrived were Apple or Orange and Carrot soup. And that’s another important aspect of the brand; elegantly simple menu achieved by blending a range of European dishes and ingredients in to different but intentionally uncomplicated dishes. Sandwiches were available, but only two; open hock ham or open cheddar cheese, both supported with rich chutneys. The cleverness of the restricted choice, is a strength because time which others spend juggling twenty different covers is spent instead on looking after customers. The food is amazing and equal to the surrounds.

Variety is served up in the flavours in the original dishes, but compromise is not welcome here in either the menu or the surrounds. From the mouth watering Italian cream cakes to the German honey on the Belgium waffles everything is taken a step further to create a unique experience.

It’s beautifully crafted by John. He’s been in Holland for twenty years, but a chance sighting of the property years ago helped him fall in love with the concept of his own bistro. Some twenty years later it he has side stepped from being a successful Dutch interior designers to start what he (and I agree) will become a new genre of bistro.

We were served by a very energetic and charming waitress who seemed to really love her job. We found out she doesn’t even work here, but popped in for a coffee earlier in the day and asked if she could hang out and help.

When you arrive, you are transported to a world where bistros are designed as they should be and run as they could be. John understands the importance of being a commercial success and has therefore identified other ways to ‘sweat his assets’ with the bistro becoming a restaurant in the evening. For this John hands the keys over to a friend to takes over on the proviso the brand is maintained. Also a shop has also popped up in the corner of the bistro offering customers the chance to purchase all the ingredients used.

I really hope John’s attention to detail approach to give dinners a memorable experience works, blossoms and permeates throughout the bistro world. In fact, we understand examples of his unique approach have started to appear in the other café’s and tea shops in Shaftesbury already! Theft or flattery? Jon would say the latter, of course.

If you don’t fall in love with The Ridings when you are in Shaftesbury, I’ll refund the difference between this experience and what you might expect from a café or tea shop. If you do love the approach and recognise the difference it makes to your visit, spread the word.

It’s an unordinary approach in a very established town, but there lies the charm. It defies convention and has found a way to stand out in a more memorable way. 

Lexden is a marketing strategy agency which creates unordinary propositions to motivate customers and deliver commercial advantage for brands. For more information on how we can help you contact christopherbrooks@lexdengroup.com or ajairanawat@lexdengroup.com, or call us on  T: +44 (0)20 7490 9123. And you can follow us on Twitter @consultingchris.