Everyone is talking about CX, with roles spanning from defining the customer journey to managing the call center. So what is CX? And more importantly, what should it be? And where is it heading? Referencing work with Professor Emma Macdonald, Professor Hugh Wilson, Warwick Business School with Shane Baxendale, VP Data Science at MESH and using case studies, we will be exploring models to help us understand what the customer experience is and how to impact on the everyday experiences that will improve it. This presentation forms part of the online Festival of NewMR series. Presented by Fiona Blades from Mesh Experience.

1. What is CX and where is it heading?
Fiona Blades
MESH Experience @FionaMESH

2. What is CX?
Photo by Scott Umstattd on Unsplash

3. Customer experience
Subjective
A journey
Holistic
Co-created
Emotional
Goal driven
EK Macdonald & HN Wilson

4. Direct and indirect brand touchpoints influence
customer preference and behaviour
S Baxendale, EK Macdonald & HN Wilson (2015), Journal of Retailing

5. Customer Experience is EVERY Brand Encounter
What we think about is every aspect of the consumer experience
and trying to make it better: the product, the package, the
communication, the in-store, the online, the in use, the after use, and
how it all comes together.
Marc Pritchard, Chief Brand Officer, Procter & Gamble

6. Putting the customer at the heart

7. What makes great CX?
Consistency Perception is reality
Enable connections Communication

8. Value-in-use: is in the eye of the customer
EK Macdonald & HN Wilson

9. Customers cocreate great experiences
Customers take an active role in cocreating the experience:
1. Through selecting the touchpoints on their customer journeys.
Including online, offline, mobile channels,
2. Including brand owned, partner-owned and peer to peer
touchpoints.
3. Customers collaborate with each other to co-create
the experience
4. And with employees – so engagement is key.
S Baxendale, EK Macdonald & HN Wilson (2015), Journal of Retailing

10. Creating a streamlined omnichannel experience:
LG Electronics
795 788
499 472
208
142 133
75 69 56 43 33 30 12 41
0
200
400
600
800 Total Texts by Occasion - (all brands)
Base: 3395 Texts
Importance of In Store and Online

11. Only TV and Conversation are more persuasive than
In Store and Online
In Store
Internet
Press
TV ad
Smne’s home
Conversation
Public place
Mail
Leaflet
Poster
Shop Window
Radio
In the News
40%
50%
60%
70%
80%
90%
100%
30% 40% 50% 60% 70% 80% 90% 100%
Purchase Intent T2B %
Positivity T2B %
Touchpoint Experience Map
Size of
bubble
represents
Touchpoint
Share
In Store and
Online
touchpoints
generate the
same quality of
experience.

12. Pervasive impact of retailers
From TV ads to websites and leaflets
“I am currently researching
desktop and flat screen TV for
bedroom so I am reading all of
these every time I get
them” (LG, Press, Very
Positive, Might Buy)

13. Personalized Streamlined Experience: Warner Leisure Hotels
• Week before, letter to
welcome back (even
though different booking
approach used the 2nd
time).
• Single supplement
discussion resulted in
personalized leaflet left
in room.
• Trip to Conwy resulted in
detour to see family
home.

14. Tech-enabled experiences helping people
achieve their goals
[CELLRANGE]
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[CELLRANGE]
[CELLRANGE]
[CELLRANGE]
[CELLRANGE]
[CELLRANGE]
[CELLRANGE]
[CELLRANGE]
[CELLRANGE]
[CELLRANGE]
[CELLRANGE]
[CELLRANGE]
[CELLRANGE]
[CELLRANGE]
20%
30%
40%
50%
35% 45% 55% 65%
Persuasiveness(T2B%)
Positivity (T2B %)
Overall Banking Touchpoint Experience Map: Apr’18- Mar’19

15. How should we put CX in the framework of
marketing?
Building a customer
centric and data driven
culture
Understanding the
customer journey and
Customer Lifetime
Value
Turning Voice of the
Customer insights into
Action
Personalization
becomes increasingly
important

16. [CELLRANGE]
NPS
[CELLRANGE]
1.00
1.50
2.00
2.50
1.00 1.50 2.00 2.50
Maintain
Create
Understand what ALL experiences are doing to KPIs like
brand consideration and NPS
NPS and Trust are harder to shift than Brand Consideration
Retail Banking UK

17. Richard Warren
Director, Marketing Communication
Lloyds Banking Group
“I don’t think
advertising creates
trust. It comes from
people’s experience
of the bank”

18. 1.71
1.94
Total Market Lloyds Bank
Paid Media Impact on Improving Trust
Lloyds paid media is clearly having an impact on
Trust

19. “The TV ad for Lloyds bank showed a horse
running through a town. the voiceover
message stated that Lloyds has been ''by your
side for 250 years‘’ I liked the ad. it is
comforting. It made me feel reassured and
content and nostalgic.”
Lloyds, TV, Very Positive, Slightly More Likely to
Choose
Lloyds nostalgic TV ads are providing reassurance

20. How can marketers embrace CX?
Articulate CX across the business – including partners and non-
customer facing
Stand in customer’s shoes: they buy value, not products!
Immersion: Share insight into CX via journeys, touchpoints, personas
Recognition: We all play a part in the customer’s experience

21. Q & A
Fiona Blades
MESH Experience
fionablades@meshexperience.com
@FionaMESH
Ray Poynter
NewMR