Tag Archives: visa

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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How I won without even entering the UK Customer Experience Awards

IMG_4794On 25th September I sat down to watch five heavyweights of banking take each other on in a battle of customer experience supremacy. Visa, RBS, NatWest, Virgin Money and Nationwide presented their customer experience initiatives to me and four fellow judges. As MD of Lexden, an independent customer experience agency, I am used to working with senior stakeholders to demonstrate the advantage of improvements. But that didn’t stop me feeling anything less than extremely privileged to chair the group.

The whole day is a genuine pleasure for several reasons, which as MD of Lexden justifies me taking time out of the schedule to enjoy the event. By the end of the day, even without a drink, I felt like a winner because of what I’d enjoyed and gained from the day. Here’s why…

The Judging format

As judges we receive the written entries a couple of weeks before to review and grade. Then on the day each company presents their entry. It’s then you get to see the passion for putting the customer first and can share the challenges they’ve had to get to this place. It’s inspiring and makes you realise we work in a brilliant industry when you watch the fabulous entries unpacked and presented for customer and commercial benefit.

Variety of organisations competing

Having judged discipline awards such as direct marketing, PR and loyalty you find companies are separated by size as well as sector. With the CX Awards all sized companies can compete alongside each other for categories such as ‘best use of customer insight’ or ‘team of the year’. I was chatting to a team from a smaller finance processing house who had been up against high street brands from other sectors, which made them feel great even though they hadn’t won on this occasion. The reason this can happen is unlike many other disciplines, the customer is the common currency here, which results in such diversity.

It’s also reflected in the occupations of the guests. Where else do you find Professors of Psychology rubbing shoulders with bank tellers rubbing shoulders with marketing execs rubbing shoulders with customers and their dogs (yes – that is right, Eurostar brought a customer and their pet dog along to support their case study).

Wonderful people

IMG_4800On that point of ‘broad cross section’, there is still something that every one of the 2,000 people Awards International attract (and wonderfully look after) at this event has in common; everyone is genuinely passionate about putting the customer first. Some awards collections were delayed as the recipients were in floods of tears such their commitment to that cause. It was emotional to see how much companies want to do the right thing.

Of course it’s more than just interesting for us at Lexden as an Independent Customer Strategy Consultancy helping clients to achieve just that.

Surprising guests

I saw many clients, former colleagues and friends at the event. But two stood out for me because they have offers which are not core to customer experience, but highlight how this area really is growing into a leading industry in business and marketing.

IMG_4807I met up with judges, Jo and Kate. They run a growing recruitment company called CX Talent DEDICATED to customer experience. The importance of the DEDICATED bit can not be stressed enough. Having helped a client recruit a customer insight and customer experience team from a generalist recruiter before it is a nightmare. With two minutes I could tell they knew their onions and their text analytics and their NPS from their EXQ. No recruiter should be without them!

I also met Millie and her colleagues from Boost Marketing. A company dedicated to helping people win awards – what a job! They are fiercely secretive about who they work with but they seemed to be smiling an awful lot when winners were announced. My conclusion being they are very successful at what they do! The conversations I had at our table with Millie suggested a real depth of understanding and interest in CX, which is reassuring if you appoint them to help shape your award entry submissions or help with your award entry presentation,

So there we are, why I enjoy these awards so much. Fortunately the industry is growing and with the quality of submissions each year improving I conclude we are in good shape too.

I am looking forward to helping clients win more awards and judging even better entries as the event which celebrates the very best the CX industry has to offer.

Posted by Christopher Brooks, Managing Director, Lexden Ltd

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.

Unordinary Thinking No.34 | Creating brand warmth with a zombie

Big names. Big events. Big Business.

Sponsorship agencies are always on the lookout for successful properties to associate with their clients. Events don’t come bigger than the Olympics where Visa’s prolific association generated a 49% (Interbrand) consumer connection between brand and event. But it’s not for the fainthearted or small budget holder at a quoted £61 million for a 4-year deal. If it proves a key contributor towards Visa’s increased competitive dominance of debit payment schemes across Europe, it will be qualified as a sound investment.

santander

If it’s not events, sponsorship agents can seek endorsement from famous faces instead. Most notably in this space the recent appointments of superstar Santander brand ambassadors Jensen Button, Jessica Ennis and Rory McIlory. These are not just a set of sporting mannequins draped in logos. The trio are being made to work for their fee with direct product promotions as well as brand endorsement.

And when not in ads, they can be found in Santander ISA statements. In my recent statement Santander has promised if Rory wins a PGA tour I will get an extra 0.1% interest on my savings. Not the reason I took the ISA out, but an engaging way to reward my loyalty all the same. Let’s hope 100% Rory success hopefully breeds 0.1% success for me.

With so many brands competing for our attention through these sponsorship properties has success become saturated? If so where would a brand manager look next to create brand attention?

The Gate (Edinburgh) gets grizzly.

So if all the big properties are taken up or require 8 figure sums to secure, how can you still achieve stand out? The answer is to be creative in your thinking and creative in your execution whilst still capturing the hearts and minds of your target audience.

With that in mind, how about sponsoring a disaster instead of a success? An unordinary thought, but one which is creating a storm for established marketing agency The Gate from Edinburgh.

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Here’s the idea… Deadinburgh: It is claimed Edinburgh will never be the same again, as The Enlightenment Café host Deadinburgh. Billed as “the only safe haven in Edinburgh to avoid an unknown pathogen virus ravaging Scotland’s capital”, guests of The Gate are invited to a unique evening of experiential entertainment where they will role play at being ‘one of the last uninfected citizens in the UK. Guests have hours to decide how to save mankind’. As the night unfolds The Gate’s guests will be ‘working with eminent scientists to learn how closely the fictional world of zombies resembles the real animal world in order to stop the virus.”

Blending the Gate’s creative talent and the Enlightenment Café’s dramatic approach to theatre has produced what promises to be a memorable experience. An event which The Gate hopes turns this particular disaster into another success for it’s business.

Should you be interested in attending the experience there are several public shows between 19th and 21st. Tickets are still available.

To stand out, be creative.

Are there other brands out there achieving stand-out from such an innovative creative experience? Or are The Gate in a league of their own by standing out from the crowd as well as reaffirming their creative class.

Inspired thinking from the team from Edinburgh. At Lexden we look forward to seeing how this brand activation initiative converts over the coming months.

Posted by Christopher Brooks

At Lexden we work with brands to attract and retain customers. We achieve this by helping them to understand what makes their customers tick, build memorable customer experience strategies and create engaging value propositions.

Don’t forget to sign-up to our new Lexden newsletter Putting Customers First

For more information about how we can help your customer strategy please contact christopherbrooks@lexdengroup.com , or call us on M: +44 (0) 7968 316548. You can follow us on LinkedIn Facebook and Twitter @consultingchris