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customer centric productivity gain

In search of customer centric productivity gain!

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customer centric productivity gain

In a world of uncertainty we are forced to consider how to get more out of less.

There is a lot of talk in the UK right now about productivity; the UK is reported to have one of the lowest productivity rates in Europe so for every hour of labour paid, there is less output compared to it’s European counterparts. 

In the rush to deliver productivity gain through digital transformation, we are frequently asked to intervene to ensure that the customer experience outcome remains top of the transformation agenda. A productivity gain is only useful if it makes your customers happy. If it doesn’t, if it just frustrates them, you’ll risk wasting money and even potentially increasing costs. Once customers have reached a certain level of impatience, the default reaction is still to demand to speak to a real human being.

Customer Experience Strategy

A Graphic Roadmap to support your Customer Experience (CX) Strategy!

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A Graphic Roadmap to support your Customer Experience (CX) Strategy!

Where are you on the CX Maturity Curve?

As expert CX practitioners, we find it helpful to look at a maturity curve to establish where client organisations or brands currently sit in their characteristics, culture and current focus.

Customer Experience Strategy

The Heartbeat® CX Maturity roadmap is a straightforward, visual model to help shape the “point of departure” of an organization or brand wishing to begin or refresh their journey towards customer centricity and best-in-class behaviours. It also provides a framework for strategic debate on the CX vision. Get an in-depth breakdown of each maturity stage here:

  • Transactional Experience:
    Typical of organisations which have historically been driven by focus on product or operations, and who recognize the need to shift the focus to customers. In setting their short term CX goals, our client Michelin, for example, was clear that just fixing the basics in service provision was an absolute must before attempting to shift to the next level towards overall gap filling.


  • Predictable Experience:
    Delivering customer value consistently, and across all channels is a substantial challenge for so many sectors. The pace of change in customer expectations has never been more demanding. Not surprising therefore that digital transformation, service optimization and productivity gains represent the driving forces in arriving at this level of CX maturity. Understanding the gaps from the customer’s perspective is the starting point to reach this level. Heartbeat Customer Journey mapping is the methodology we employ to analyse the gaps, prioritise the pain points and map the opportunities to optimize service.


  • Differentiated Experience:
    The challenge of commoditization has already driven many brands to see customer experience as a source of sustainable differentiation. Brands are increasingly judged on their actions rather than their “advertising” promises. Translating brand values and behaviours into consistent delivered and differentiated experiences is the domain of Best-In-Class. Our client Renault embarked on such a journey with us 3 years ago, and are reaping the rewards in sales growth and improved customer satisfaction (Case Study) Needless to say, the further up the curve you aim, the greater the requirement for inspired employees to deliver such differentiation on a day-in-day-out basis.

Understanding the “Point of Departure” is the start point. Whether that entails simply beginning to “Listen & Understand” your customers through a  Voice of the Customer (VOC) programme and social media listening, or to run a deep dive on mapping their journey from their perspective, it’s critical that you have a robust diagnosis which helps to create a baseline. Once you have this, you can then begin to plot your roadmap, consider your ambitions and define your strategy for getting there.


The search for elusive organic growth

The customer knows that they now have alternatives, as disruptive competition becomes a reality for an increasing number of industries and sectors. Identifying sustainable organic growth is increasingly challenging for mature businesses, to the point that “Business as Usual” in thinking and behavior holds as much inherent risk as transformation. So many of the companies we engage with now adopt the position that they must either embrace customer centricity, or risk being left behind.


Defining a vision and strategy for customer experience management

So often we hear from companies who are new to the discipline of customer experience management that they recognize the need to become more customer centric in their decision making, but are not sure how to achieve this, how to measure progress, or indeed how to set realistic targets.

The good news is that there is plenty of empiric evidence to underpin the business benefits of putting customers at the heart of decision-making, and making customer experience a strategic priority. The challenge is to convert good management intentions into a roadmap which can withstand the scrutiny of ROI analysis and maintain momentum through performance measurement and achievable goals. The starting point is understanding your point of departure. Indeed, in our work as CX specialists, we frequently observe a significant gap between the internal company perspective on the customer journey and customer priorities, versus the reality of the gap between customer expectations and how they perceive current delivery.

Getting started is the easy part. If you would like to know more about the toolkit to define and deliver the roadmap we will be happy to talk that through with you.

Get in touch to talk to a consultant and get more information on how we can help your company!

Come and start your journey with us.

Customer Experience

Global CX Day, October 3rd 2017 – Claim your CX offer from CGA today!

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Is your Customer Experience programme measuring the right things to support improved business performance?

At CGA we offer a Fast Track CX Measurement Assessment Service to show the link between customer experience performance improvement and increased business performance. The benefits of CX can include:

  • higher customer retention
  • faster revenue growth
  • the ability to command a price premium
  • lower operating costs
  • less regulatory pressure
  • more engaged employees

In recognition of Global CX Day, 3rd October 2017, we are offering a complimentary half day CX Assessment to the first 5 companies that respond. Get in touch to talk to a consultant and claim your half day!

Come and start your journey with us.

Read our Case Studies

Employee Experience

Great Customer Experience means Engaging your People First

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Look after your people and they will look after your customers.

Not long ago, employee experience (EX) was where customer experience (CX) used to be years before that: acknowledged as interesting and thought provoking, but dismissed quickly at the mention of linking it to business profit. Now, the link between the experience your customers receive and employee engagement is as clear as day; Temkin Group’s recent study showed that “companies that excel at customer experience have one-and-a-half times as many engaged employees as customer experience laggards do”. Gallup comments “companies with highly engaged workforces outperform their peers by 147% in earnings per share”

There is no disputing the benefit that employee engagement has on productivity and bottom line; CX and EX go hand in hand.

Chris Garthwaite, CEO and Founder of CGA, has a unique vision on how brands and organisations will win in the future. CX has come a long way in the last 15 years since Chris founded CGA. In the beginning it was about delivering functional service consistency through operational service excellence and exploring new channels to market. As the confidence and influence of consumers has grown through the choices they have available the branded experience has become a key point of differentiation. Capturing the heart of customers has become a main board agenda item.

The compound effect of increased convenience, digital connectivity, social interaction, real time feedback and economic disparity is causing customers to radically rethink personal priorities and relationships. In a more anonymous and time pressured world a more emotional relationship is emerging with customers who are choosing to engage with organisations and brands that are sincere, authentic, responsive, caring and personal in the way they engage. Customers increasingly want to engage at an individual level, valuing personal authentic interactions.

Quoting Sir Richard Branson “Customers do not come first. Employees come first. If you take care of your employees, they will take care of your customers”

So, do we actually ask our people – “why do you work here? What are you passionate about?” In short, do we understand what motivates them intrinsically to engage in the work at hand? Are we able to design an employee experience that’s tailored to their drivers and desires?

Chris comments “it is critical to look at the employee experience from the outside in, with CX principles in mind; not from an HR angle but from a human angle. It is all about creating a sincere culture of wanting to support and serve but doing so will demand a deep understanding of your employees’ needs and a continuous effort to do so. Driving an exceptional customer experience and knowing where to focus effort and attention, however, is increasingly complex. Experiences demand a blend of skills – rational process and seamless delivery excellence, logistically pleasing to the head; emotional experiences that capture the heart; and individual engagement to feed the soul!”

Chris is an experienced keynote speaker and his Head, Heart & Soul concept has inspired many audiences to rethink their priorities for Customer Experience Transformation– it is simple: look after your people and they will look after your customers.

For company leaders trying to get their arms around EX in 2017 / 2018:

  1. Make ‘employee experience’ a top priority
  2. Designate senior team leadership to own it
  3. Listen to their voice
  4. Measure it
  5. Agree action points for change and then
  6. Build into your CX roadmap for transformation

Come and talk to us about our Voice of Employee and Voice of Customer measurement programmes. Click here to book a call


Why CX? Why now? The urgency to invest in CX is rising

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Successfully measuring your customer experience (CX) can optimise business performance

Whether your company is successful and growing like crazy or it’s currently going through a bad patch and needing some care and attention, you need more than ever, to have a closer look at your customer experience (CX) and how you take care of your customers.

Chris Garthwaite, CEO at CGA, comments ”A great Customer Experience (CX) performance improvement program can ensure that your growth continues, potentially more profitably, and if you’re in trouble, it can help stop the corporate bleeding and drive you towards a faster turnaround. Above all, success here will drive you towards the critical outcome of optimising how your business performs.”

The truth of the matter is that many companies are not getting the high level acceptance they need to sign off on enterprise wide CX programs and so are only dipping their toes, silo fashion, into the CX pool. For example, you may be already measuring Net Promoter Score…but may not understand how to drive performance improvement. Boards need to be convinced of the link between customer experience performance improvement and increased business performance.

CGA has been at the leading edge of Business Performance Improvement by providing and measuring better customer experience for over 16 years. We have found that every company in every industry can potentially leverage great customer experiences for business gain by improving and optimising the way they perform. Depending on your business, the benefits of CX can include higher customer retention; faster revenue growth; the ability to command a price premium; lower operating costs; less regulatory pressure; and more engaged employees which all lead to better and more improved business performance.

Across all of the industries and geographies we operate in, we observe 3 commercial imperatives that win over executives who have previously been sceptical of the impact of successful CX transformation programmes:

  1. A CX measurement programme which monitors the most relevant customer interactions
  2. Customer insight which correlates tightly to existing business metrics and analysis
  3. Delivering agile operational evidence to prove ROI and the business case for CX improvement initiatives

CGA can help you:

  1. identify all your key customer interactions
  2. discover whether you’re measuring them effectively, and
  3. indicate where you can derive clear business value

Talk to one of our Practitioners about how CGA’s CX measurement assessment can help you turn your CX program into clear business value.

The Search for Elusive Sales Growth in the FMCG Sector

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‘Top-up shopping’: How changing shopper behaviour has been driving growth in discounters and the convenience channel

Over the past 4 years research shows that the 50 largest FMCG global companies have found recent growth more elusive, growing only 0.3 percent on average per year. By contrast, midsize companies have expanded sales by 3.8 percent and small companies by 10.2 percent. Once average players have upped their game and larger players are finding it much harder to differentiate themselves

However changing shopper behaviour has been driving growth in discounters and the convenience channel. British consumers are more demanding in their choices, and less inclined to buy large baskets in large stores on a weekly basis.

The Convenience sector is therefore showing continued healthy growth, but with 75% of stores being independents, the challenges of addressing this sector efficiently demand a rethink of priorities and resources:

  1. Creating loyalty with retailer customers who like to ‘shop around’ to get the best deals
  2. Presenting locally relevant sales propositions and growth plans
  3. Remaining front-of-mind with a target audience who tend to be digital ‘laggards’
  4. Maintaining healthy and productive supplier-customer relationships, even if route-to-market is indirect

Graham Ryan, leading CX Practitioner for the FMCG sector, comments Customer journey mapping is a well-established discipline in understanding consumer journeys, but applying the technique to the B2B Convenience Retail Customer has already identified significant incremental growth opportunities. ‘Top up shopping’ in particular has seen recent growth which has had a direct impact on the convenience store sector. This is a critical area for FMCG organisations to understand the retailers’ journey from their perspective and to consequently deliver a better customer experience.”

CUSTOMER JOURNEY MAPPING: An enabling framework to identify sustainable growth

CGA’s Heartbeat® methodology has successfully identified both growth drivers as well as efficiency gains in this sector.

Identifying the gaps between customer expectation and current delivery is where we start. Based on that insight we work to define a blueprint for the future customer experience and how an organisation can allocate the most efficient use of omni-channel resource to deliver real performance improvement. CGA will also deliver real-time metrics for experience performance improvement which can be correlated with regular operational KPI’s to validate decision making.

Stage 1 – Identify the gaps between customer expectation and current delivery
Stage 2 – Use the insight to define a blueprint for the future customer experience
Stage 3 – Allocate the most efficient use of omni-channel resource to deliver real performance improvement
Stage 4 – Deliver real-time metrics to track experience performance improvement
Stage 5 – Use these metrics to correlate operational KPI’s to validate decision making

The most forward-looking FMCG organisations recognise that such data will help them better understand—and expand into—high-growth areas.

Need more information? Talk to our experienced FMCG team click here

‘Employee Experience is the Future’ – Chris Garthwaite talks to Tip TV

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Chris Garthwaite, CEO and Founder of CGA Experience, talks to Tip TV CEO Nick Batsford about how ’employee experience’ is key to transforming customer experience for any business.

If you would like to talk to Chris personally about his vision for 21st Century Customer Engagement then get in touch. We would love to hear from you

Follow Chris on Twitter

Renault: Re-thinking the Dealership Experience

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Congratulations to our client Renault for taking No 1 spot for ‘Best Car Dealer 2016’ as voted for by Auto Express readers!

CGA are delighted to share the results of this recent customer experience poll, click here to find out which manufacturers have the most trustworthy car dealers and which ones are not coming out on top.

Renault is one of the world’s leading automotive and since 2013, Renault and CGA have worked in partnership to ensure that its customer experience proposition matched the needs and expectations of the emerging customer market.  As a CX transformation consultancy our brief was to propose the ideal customer experience to support Renault’s strategic service ambition across all countries. The results are and continue to be phenomenal – as well as consistently high rankings on customer experience polls – Renault is also achieving superior financials. Read our case study and take a look at their recently released top line commercial results.

The dealership experience in general is as old as the car industry itself but whilst cars have changed and continue to evolve and innovate, the retail experience remains much the same. Extending brand relationships to beyond the car is essential in today’s flooded customer market and a strong dealer network can certainly tip the balance in favour of one brand over another. Many brands offer many different models, in addition to countless configurations and the average salesperson at a dealership can struggle to expertly educate shoppers on an increasingly complex number of choices.

CGA has impressive credentials within the automotive industry and has worked on transformation projects with Hyundai, Michelin and Inchcape amongst others. Our economic analysis help our clients to build a robust business case for transformation by quantifying both cost-efficiency savings and enhanced revenue benefits. By systematically measuring and managing a brand’s new customer experience we are able to then link improved customer experience to new commercial value generated.
Talk to us about how we can help you re think your dealership experience

Well done Renault!

Delivering a Customer Experience for the ‘Millenials’.

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Our very own Chris Garthwaite has just come off stage at the DSA Conference today ~ having delivered an insightful keynote on delivering exceptional customer experience in a changing marketplace.

We are delighted that Chris has been asked to speak alongside Jim Lawless at this year’s DSA Conference

Chris is regarded as one of the most exciting and provocative speakers in the industry. He is widely recognised as a leading pioneer of innovative customer experience solutions in an ever changing market and has delivered measureable transformation programmes across a range of global organisations across almost every sector.

If you would like to talk to Chris personally about his vision for 21st Century Customer Engagement then get in touch. We would love to hear from you

Follow Chris on Twitter

Ryan Smith’s Qualtrics Capitalizes On The Rise Of The ‘Experience Economy’

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A Series of Forbes Insights Profiles of Thought Leaders Changing the Business Landscape:  Ryan Smith, Founder and CEO, Qualtrics.

CGA are proud to be Platinum partners of Qualtrics and a recent trip to Qualtrics’ Insight Summit in Salt Lake City proved fascinating – particularly on Disruptive Innovation by Clayton Christensen, along with brand presentations from the likes of Allianz, Adidas, Michelin, GE and Air BNB amongst many others.

We want to share with you this Forbes article on the ‘Rise of the Experience Economy’ by Ryan Smith, Founder & CEO of Qualtrics.

Come and talk to us about how the business landscape is rapidly changing and how CGA can help future proof business brands

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