Lexden is a customer strategy consultancy that helps clients attract and retain profitable customers by putting them at the start and heart of decisions. It works with clients to understand what makes customers tick, create compelling value propositions, build engaging customer experience strategies, and optimize marketing effectiveness. Lexden takes an independent perspective to ensure customer experience investments drive sustainable profits. It brings diverse real-world experience and a perpetual curiosity to understand customers.

1. Christopher Brooks
Director
August 2015
AN INTRODUCTION TO
LEXDEN

2. LEXDEN IS A CUSTOMER STRATEGY CONSULTANCY
PUTTING CUSTOMERS AT THE START AND HEART OF THE DECISION
WE WORK WITH CLIENTS TO
ATTRACT AND RETAIN
PROFITABLE CUSTOMERS

3. LEXDEN IS A LEADING INDEPENDENT SPECIALIST
IN CUSTOMER EXPERIENCE.
Our leadership team includes Dr Phil Klaus, whose
award winning research has led industry thinking on CX
management and profitability. He also feature on the
world CX speaking circuit and is a top Amazon ranking
business author.
We bring a variety of real world
experiences diverse and varied, having
worked across several sectors at all levels.
However, when it comes to putting
customers first to drive greater profitability
returns, we are all united.
ABOUT US

4. WE HELP CLIENTS PROFIT FROM CUSTOMER STRATEGIES
We achieve this by helping them to:
 Understand what really makes their customer tick
 Create compelling customer value propositions
 Build engaging customer experience strategies and solutions
 Optimise the effectiveness of their marketing resources
WE BRING A PERPETUAL CURIOSITY TO UNDERSTAND
WHAT MAKES CUSTOMERS TICK

5. CX MATTERS TO OUR CLIENTS

6. OUR CLIENTS CUSTOMERS MATTER TO US
They always provide the highest quality reviews and
output that is grounded in the commercial realities of
the business.
Colin Robertson, Customer Director, MORE TH>N
Working with Lexden has been great,
inspirational and a highly rewarding
experience starting from a complex
business case - deployed in a demanding
environment, they came with a first class
approach to define and develop customer
experience initiatives for over 110 hotels
throughout Europe, Middle East and Africa.
Marie - Laure Blaise, Manager, Quality
Assurance,
Park Inn by Radisson Hotels
Christopher delivered a first class presentation on Putting Customers First at our
Protect Association conference. As Simon Cowell would say, ‘He nailed it!’
Steve Devine, Chairman, PROTECT
I had the pleasure of working with
Christopher to establish a new
Customer Experience team. He
directed us deftly through the course
of forming a team and taught me a
tremendous amount about what it
means to really ‘think customer’.
Christopher used his extensive
experience to help us examine the
choices we make for our customers
and reconsider our approach. I can’t
speak highly enough of Christopher as
a customer champion and master of
original thinking.“
Celia Felgate, Customer Experience
Manager, npower
Lexden brought our customer
insight to life with such flair
and imagination that the
business had to sit up and take
notice.
Tom Kerr, Head of insight,
Tesco bank
The method of work & fundamentally the results, demonstrated an
intelligent progressive and creative marketing approach. It
consumed everyone.
Hugo Pinea, Oney Bank, Portugal

7. WHY CX MATTERS
BUSINESS HAS FINALLY WOKEN UP TO THE
POWER OF CUSTOMER CENTRIC THINKING.
Key is fulfilment of the customer expectations
and experience.
Delivered well and the result is an increased consideration
and favourability from contented customers to commit
a greater share of their category spend to the company.
The opposite results in friction for the customer which
leads to disengagement and defection.
THERE ARE MANY ELEMENTS WHICH NEED ATTENTION TO
ACHIEVE A SUCCESSFUL CX STRATEGY AND PROGRAMME.
Only 3% of clients prosper from CX investment which is
often because areas have been overlooked or delivered
without full consideration of the dependencies or wider
impact on the business.
Our experience is that client are often led by the
specialism of the consultancy they've engaged with in CX.
Early on, we recognised the value to clients of having an
independent perspective.
LEXDEN IS DEDICATED
TO THE PURSUIT
OF SUSTAINABLE PROFITS
FOR CLIENTS
BY ACHIEVING BETTER
CUSTOMER OUTCOMES.

8. OUR SPECIALISM
WE CREATE POSITIVE
CONNECTIONS BETWEEN
OUR CLIENT’S BRANDS,
THEIR EMPLOYEES AND
THEIR CUSTOMERS.
WE HELP CLIENTS UNLOCK INCREMENTAL PROFITS BY PROVIDING COMPELLING VALUE PROPOSITIONS AND
DELIVERING ENHANCED CUSTOMER EXPERIENCE WHEN IT MATTERS.
Our specialist subject is customers and we use customer insights, behaviours and expectations
to create practical integrated strategies which clients can activate to make this most precious
of all currencies work for them.
IS HELPING DRIVE BOTTOM LINE PROFITABILITY THROUGH BETTER EXPERIENCES

9. CUSTOMER EXPERIENCE
WE HELP CLIENTS INCREASE PROFIT FROM CUSTOMER EXPERIENCE.
WE BELIEVE PRIORITISING THE CUSTOMER IN THE BUSINESS EQUATION DRIVES THE MOST SUSTAINABLE PROFITS.
There are many elements which need attention to achieve a
successful CX strategy and programme. Yet, only 3% of clients
prosper from CX investment which is often because areas have
been overlooked or delivered without full consideration of the
dependencies or wider impact on the business.
LEXDEN OFFERS A SPECIALIST AND INDEPENDENT PERSPECTIVE.
CUSTOMER EXPERIENCE, DELIVERED WELL RESULTS IN AN
INCREASED CONSIDERATION AND FAVOURABILITY FROM
CONTENTED CUSTOMERS TO COMMIT A GREATER SHARE
OF THEIR CATEGORY SPEND TO THE COMPANY.
THE OPPOSITE RESULTS IN FRICTION FOR THE CUSTOMER
WHICH LEADS TO DISENGAGEMENT AND DEFECTION.
TRUE POTENTIAL
We start with identifying the ambition, the real potential and the gap in capability
(business quality and customer confidence) to deliver this.
CUSTOMER PRINCIPLES
a set of values/behaviours to help clients understand the right programme for their
requirements.
EMOTIONAL & RATIONAL CAPABILITIES
Importantly we recognise that whilst fulfilling the customers (emotional and
rational) requirements are paramount, it's most often profit which fuels
business decisions.

10. BRAND EXPERIENCE
WE HAVE DEVELOPED A SET OF FRAMEWORKS TO CONNECT BRAND POSITIONING TO THE EVERYDAY
DELIVERY OF THE BRAND ACROSS THE BUSINESS. TO ACHIEVE THIS WE UNDERSTAND HOW AND WHERE TO
OPTIMISE THE DIFFERENTIATION OF YOUR BRAND IN A WAY THAT IT CONNECTS TO CUSTOMERS WHO FEEL
THE BRAND IS FULFILLING THEIR REQUIREMENTS.
BRAND EXPERIENCE FRAMEWORK
To show the relevance and fit of a brand ideas and customer principles alongside
the brand positioning.
CUSTOMER PRINCIPLES
a set of values/behaviours expected from the business and desired by the
customer to recognise the brand differentiation.
BEX TOOL KIT
a suite of score cards and immersion briefings/workshops/activities to ensure
the various parts of the business (such as ops, comms, product and service)
recognise the responsibility and how to perfectly translate the brand idea into
brand defining customer experience.
BRINGING BRANDS TO LIFE THROUGH DIFFERENTIATING CUSTOMER EXPERIENCE.

11. WE HELP CLIENTS PUT CUSTOMERS AT THE HEART OF THE DECISION.
EMPLOYEE EXPERIENCE
CUSTOMER CLOSENESS
Our programme brings customers into the business, to be a part of the working
fabric of the organisation. This includes shadow customer boards.
LIVING INSIGHTS
Optimising the existing customer insights available we bring the customers, their
needs, want and expectations to life using a series of everyday events.
THE PROMOTERS
A suite of interactive games to help our clients employees, of all levels, understand,
contribute and implement effective customer improvements.
MAKE GOOD
We start with an understanding of the desired customer experience potential and
conclude with how employees experience must be improved to motivate employees
to deliver a better experience for customers.
IT IS ACCEPTED WISDOM THAT CUSTOMER EXPERIENCE NEEDS TO BE DRIVEN WITH PASSION AND PURPOSE
IN ORDER FOR IT TO BE VALUED BY CUSTOMERS. WHAT IS LESS UNDERSTOOD IS THAT THOSE THAT ARE
ENTRUSTED TO DELIVERY IT MUST BE VALUED AS WELL.

12. THE LEXDEN DIFFERENCE
THINK CUSTOMER,
BE CUSTOMER
• We are there because the
customer needs to be
REPRESENTED.
• Keep the customer close to your
thoughts. Make sure you
understand them.
• Become them. Represent them.
Protect them.
• Strive to make the brands
RELATIONSHIP with the customer
better for all involved.
VALUED OUTSIDE
IN PERSPECTIVE
• We have a PERPETUAL CURIOSITY
for what makes people tick and
what destines lives.
• We observe how other business’
fulfil this through branded
customer experience and
propositions.
• We hunt globally for better
customer outcomes and
INTERPRET them into our clients
worlds.
COMMERCIALLY
ATTUNED
• The business defines healthy in
terms such as the value of its share
or its brand equity or revenues etc.
• Customer as a strategy delivers
these as a consequence of
increased PREFERENCE,
ADVOCACY and loyalty.
• We work to direct customer
fulfilling improvements to connect
with these commercial driver
enablers.

13. SOME CASE EXAMPLES OF OUR RECENT WORK

14. CX STRATEGIC IMPROVEMENTS
REQUIREMENT
To engage hotel staff across 110 sites to take responsibility for
improving NPS.
LEXDEN’S APPROACH
We structured the hotel chains customer insight so that we
could prioritise the most impactful and NPS damaging
feedback.
We developed a workshop which converted ‘issues’ into
commercially viable improvements.
We then created an innovative interactive board game for
every hotel to run the workshops themselves and a micro site
to share improvements across the group.
PRIORITISING WHAT MATTERS MOST FOR 110 HOTELS

15. CX STRATEGY PROGRAMMESCX STRATEGY PROGRAMMES
REQUIREMENT
Develop a CX strategy to help William Hill deliver customer experience as a
differentiator in a market where service underperforms.
LEXDEN’S APPROACH
Help William Hill understand the potential of CX and recognise the
alignment across channels by putting customers first. With the ‘one step
ahead’ ambition set at a manageable level, everyone signed-up. All WH
activities proposed and new to achieve the CX ambition were prioritised
against a new ‘customer principles’ score card leading to full internal
support
OUTCOME
CX Strategy established at a level that will drive
appropriate ROI
Retail, online and mobile experience aligned
Approach taken globally to William Hill’s
international companies
CX improvements feature as retail lead ad campaign
REQUIREMENT
To improve the retention of B2B subscription publishing & information
business using customer experience
LEXDEN’S APPROACH
We identified the potential for CX was to be focussed on driving subscription
renewals and migrating customers to digital publishing subscriptions.
To achieve this we undertook customer insight feedback organised around
what matters most to audience. From which mapping highlighted where
broken processes and points of pain existed. Strategic improvement
workshops identified fixes and NPS an tracker was installed to measure
business performance.
OUTCOME
Identified top 20 issues to reduce ‘Detractors
& increase subscription renewals
Introduced new customer charter to
guide further retention improvements

16. CUSTOMER-LED PROPOSITION
REQUIREMENT
Identify how Direct Line should position a new telematics technology.
LEXDEN’S APPROACH
The technology is complicated and less interesting to the consumer than
what it is capable of achieving for them. So we set up a co-creation
workshop with a cross section of segments, created territory rooms and
used branded examples from other sectors to explain the concept. This
provided the insights to understand how to position the new product as well
as the ammunition needed to conduct a global telematics product provider
review.
OUTCOME
A proposition defined by customers, a
commercial model and a tech partner to delver it.
PROPOSITION DEVELOPMENT
REQUIREMENT
Differentiate Churchill from others using a non-priced based proposition.
LEXDEN’S APPROACH
Optimising existing research and customer feedback studies, we understood
what the emotional drivers for choosing Churchill were rather than the
rational. Having identified that Churchill was a ‘one I’d put in the life boat’
brand for it’s customers we found untapped assets of the brand to support
how Churchill could help when it mattered; in a crisis (even if you didn’t need
to claim. This provided the evidence needed to have a more frequent, and
engaging non-priced based contact with customers.
OUTCOME
The proposition was optimised across the
business including Churchill’s first non-priced
based TV ad.

17. REQUIREMENT
Build and deploy best practice CX across the business.
LEXDEN’S APPROACH
Npower had identified customer experience needed improving, but lacked
the capabilities to deliver it. Lexden set up and deployed a best practice
team. We then shifted the culture of ‘customer as a cost’ to ‘customer is a
currency’. We established VoC to understand ‘what matters most’ and
applied this across customer journeys. This informed improvement
priorities and how to deal with them to reduce customer dissatisfaction
and remove costs.
OUTCOME
The customer had a voice and customer satisfaction as
well as cost was considered in all improvements.
CUSTOMER EXPERIENCE STRATEGYCUSTOMER INSIGHT OPTIMISATION
REQUIREMENT
To interpret the power of Dunn Humby shopper data into workable
advantageous banking solutions.
LEXDEN’S APPROACH
We highlighted the data told us ‘who, what and how’ customers behaved
but not ‘why’. TB undertook pioneering ZMET qual. Research. We
interpreted the outputs into ‘Sparks’ of emotionally based insight. We
facilitated several proposition workshops across the business to identify
new solutions fuelled by these insights.
OUTCOME
The potential for over 100 original solutions
was identified which fuelled channel,
product, service, brand and pricing decisions.

18. ManagingDirector
Christopher
MEET THE TEAM
SnrConsultant
Alvin
Alvin is customer experience specialist with 15 years of
expertise in designing and implementing CX strategies across
a broad range of industries. As Consulting Director at
Nunwood, Alvin worked with organisations such as Carphone
Warehouse. Royal Bank of Scotland and First Great Western.
At Mulberry Consulting Alvin worked with Vipnet in Croatia
and UPC across Europe, as well as Lloyds Banking Group and
Emirates Airlines. Alvin also worked at IBM Global Services
and before that at the European Bank for Reconstruction and
Development, where he gained considerable knowledge of
the countries of the Former Soviet Union.
Having been an agency head of
planning always committed customer
betterment, Christopher established
Lexden as an independent to help
brands drive improved profitability from
the right Customer Experience solutions
for them. It’s a passion with power
which has attracted the interests of a
wide range of clients. Visa, Direct Line,,
Hiscox, More Th>n, William Hill, Tesco
Bank, Visa, The Co-operative Bank,
Ageas, npower and Park Inn Hotels
amongst others have commissioned
Lexden to devise and customer
experience and value proposition
consultancy.
Lexdengroup.com | The Courtyard, Bishops Stortford, Herts, ENGLAND, CM23 2ND | + 44 (0) 7968 316548 | +44 (0) 1279 905502
Simon
Nick
Snr.Consultant
Snr.Consultant
Asif
HedofInsight
Tom
Dr Prof Phil
Non-ExecDirector
Dr Philipp 'Phil' Klaus is Professor of
Customer Experience and Marketing
Strategy. Phil holds multiple visiting
professorships around the globe. His
areas of expertise include customer
experience strategy and management,
customer experience quality, customer
experience on consumer behaviour
and the financial performance of
organisations. His award-winning
research has appeared in numerous
books, and a wide range of managerial
and academic journals. Phil is a
frequent keynote speaker at
conferences around the world.
Snr.Consultant

19. THANK YOU
christopherbrooks@lexdengroup.com
The Courtyard, Windhill, Bishops Stortford, Herts CM23 2ND | 01279 902205 | www.lexdengroup.com