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FEATURE Paradigm CX Ltd


Find the touchpoints that connect with your customers


When a customer leaves your venue or restaurant – what has their experience been, are they likely to come back? And, more importantly, what are you doing to fi nd out? Customer experience specialist Nick Lygo-Baker founded Paradigm CX Ltd. in Milton Keynes to provide the expertise clients need to fi nd out how to measure and operationalise insights that continually improve their engagement with customers. Here, Nick explains more about the science behind Customer Experience Management.


What does Paradigm CX Ltd. do? My background is with global, well-known brands and I knew that there was an opportunity to take those customer experience management solutions to growing SMEs. Although the same theory applies across all brands, my specialism is retail, leisure and hospitality. I can help small businesses defi ne their customer journey, but I can add more value to growing businesses, where the founder is reaching the stage where they have become established and now need to step back and work on the business rather than in it, and start to look at their relationships with the customer.


12 ALL THINGS BUSINESS


Nick Lygo-Baker Founder/CXO Paradigm CX Ltd.


What is customer experience, or CX? My definition is ‘Customer experience (CX) is a dynamic combination of conscious and subconscious emotions, resulting in the perception a person has about an organisation or brand. T at includes the infl uences that an organisation, its people and its technology have on every touchpoint that a person experiences, and how that triggers memories over time’. Touchpoints could be through billboards,


radio advertising, word of mouth, the experience a customer has when they are at your restaurant or venue, or when they deal with your company.


Why do we need it? Customers are smarter now, thanks to mobile phones and the internet. This also means that someone’s bad experience can be many more people’s fi rst impression. But this can be managed, and customer experience is fast becoming the competitive differentiator between businesses when it comes to customer choice. Every touchpoint a person has with your brand


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