The Customer Experience Challenge

Many of the world’s top brands now understand that focusing on Customer Experience is a key driver of commercial success. Yet our conversations with business leaders suggest many senior teams are struggling to deliver a Customer Experience that brings their brand to life in a way that is distinctive, trusted and drives commercial value.

A recurring challenge is how to deliver sustained change in systems, processes and behaviours that are visible and relevant to customers and positively influence their purchase behaviour and advocacy of a brand.

Training may offer a solution, but studies show that as little as 10% of training activity may convert to improved performance in the wrong corporate culture with the wrong tools.

At ABCG we believe there’s a better way to deliver Customer Experience excellence and it starts with building CAPABILITY in line with the strategy.

At ABCG we work with senior management teams to first understand what the organisations vision is for its Customer Experience. This Vision component has often, but not always, been completed before we engage.

We then work with you to design a capability model (systems, processes, behaviours) that will support the desired Customer Experience the brand wishes to deliver. Armed with this we assess the organisations capability to deliver and develop a Capability and Reinforcement Programme; ensuring the daily behaviours of all colleagues are aimed at delivering the vision for customer experience. We believe we can do this more efficiently and with less expense than our clients could do without us.

Our new Customer Experience support programme for business leaders, management and frontline personnel offers diagnostic tools which get to the point quickly using ABCG Status Audit and ABCG training programmes which are guaranteed to produce measurable change in performance.

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Know-how and inspiration forged from practical experience.


We offer a unique blend of business and brand strategy, know-how and inspiration forged from research and practical experience, transferred to the everyday actions of your people.

Mike Ashton, MD, ABCG.

Support and training programmes

ABCG Status AuditCX Capability Assessment

A simple review process – the first step in delivering positive behavioural change.

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ABCG CascadeSenior Management Programme

Equipping senior teams to lead CX transformation.

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ABCG Investment RationaleInvestment Justification

Build robust business cases for CX investment

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ABCG quick-check of CX readiness

How would you assess your business for CX readiness?

Take the CX diagnostic assessment now >>