Playing the Egg game – increased value in the customer experience

John Jennick
Customer Experience and Action, Egg, United Kingdom

Gary Schwartz
FIRM, United Kingdom

INTRODUCTION

This paper describes how Egg measures the customer experience across key moments of truth in the customer lifecycle. The authors demonstrate the correlation of agreement with value statements to customer satisfaction within key business functions and Egg contact centres, and how this translates to increased value to Egg's business.

EGG BRAND VALUES AND THE EGG GAME

From its launch in 1998, Egg has always been slightly different from other banks. Its brand values are to be disruptive and innovative in the market, and to focus on the customer. Unlike banks that treat customers simply as accounts, Egg seeks to act as its customers' partner in order to make a noticeable difference to their lives.