Mapping customer experience at AXS Guard with a view to growth

Who is AXS Guard?

AXS Guard is a Belgian cybersecurity specialist that has been helping companies connect securely to the internet and protect them against cyber threats since 1996.

Thanks to AXS Guard's Managed Cybersecurity Services, clients can focus on their own field of expertise without worrying about their online security strategy! The all-in packages offer complete, high-performance, and user-friendly cybersecurity. After all, who doesn't want to skip through cyberspace carefree?!

The CX challenge? Mapping the customer experience in the context of further growth.

'Sarah, we are evolving from a product business to a services business and feel that, in that context, we can and want to mean more to our customers. Do you think you can help us with this?' That, in short, was the question facing Alex and Dan, respectively Managing Director and Sales Manager at AXS Guard. A challenge that accompanied this was capturing and gaining insight into customer feedback, in order to take targeted actions based on future growth. What does the customer want now and in the future? How can we best capture those needs? And how do we then select the best options from that feedback?

Back to and love: the IT world

At Customerry, we have a thing for the IT world. That’s hardly surprising, considering that leading lady Sarah built a career spanning about ten years in this sector. From software for the healthcare sector and ERP packages to an international cybersecurity partner, we dare say we can hold our own when it comes to IT. So it goes without saying that the enthusiasm was high right from the first conversation with the AXS Guard team.

Preparing AXS Guard for growth: the Customerry approach

Listening to the client and understanding exactly what their needs are is always step 1 in developing a tailor-made project and attaching an accurate quotation to it. After all, mapping out the customer experience starts with making good agreements and setting clear expectations. Are all parties in agreement with this approach? Then we will get to work immediately.

Step 1: Start inside to win outside

In my opinion, you cannot say anything meaningful about what an optimal customer experience should look like at an organization without thorough intake research. In other words: mapping out the current customer experience. To do this, at AXS Guard we also start with the Customerry scan , our own developed format to determine how customer-oriented a company is already operating today. Based on this scan, we deliver a solid advisory report in which we recommend both structural matters (such as implementing a customer listening plan) and provide quick wins. (For example: a specific form on a site that does not work or works suboptimally, an automated message that could be clearer for the customer, etc.)

Specifically for AXS Guard, we also organized a kick-off day with the entire team during this phase, to start thinking together for the first time about what customer experience actually means, and what the future might look like for both the customer and our own employees.

Step 2: Define values and make choices with the leadership team

AXS Guard is an organization with a rich history. The cybersecurity specialist first saw the light of day in 1996 and was acquired by the multinational Vasco in 2007. However, in 2017, the decision was made to become an agile SME once again: we parted ways with Vasco. During that period, the operational management team also grew. Following our advisory report, we decided together with management to spend two days taking the time to reflect deeply on the next steps. Mapping the customer experience primarily involves making choices. Which values do we retain? Does our 'tone of voice' still align with who we have become and what we want to project? How can we professionalize internally as well?

As an added bonus, I also got to organize a 'Behaviour Maps' session for the team in collaboration with Tom Kellens. You can view this as a next-level DISC session, where you gain insights into different behaviors and communication styles. on the work floor, to further optimize mutual cooperation from there.

Step 3: Create clarity throughout the organization

Our next step was to clarify which values apply and, especially, how those values can be expressed in relation to the customer. Not that this information was unknown, but anyone working in customer experience (or even in management) can attest that repetition is the foundation for a successful project. ☺ Based on the sessions with the leadership team, we put together a follow-up session for the entire team.

Managing Director Alex clarified the mission, vision, customer values, and business objectives. We at Customerry were happy to supplement the session with a joint customer journey exercise. In doing so, we mapped out the entire customer journey as a team, from prospect to implementation. These sessions are ALWAYS educational, even if you think: 'but surely that is self-evident?' ☺ There are so many steps or things the customer sees, or doesn't see, that you, from the company's perspective, haven't thought about for a long time.

Step 4: An intensive customer listening exercise

Mapping the customer experience is, of course, not done without knowing the customer's opinion. We therefore organized, for the ^first time, a relational survey among both end customers and AXS Guard partners.

Before you think, ' Oh no, not a questionnaire, surely?! '. At Customerry, we are allergic to poorly designed surveys, so our clients can count on a highly critical eye in this area. We build surveys that are short but impactful. We only ask about things that really matter and don't bore you with information we already have. And finally, we clearly explain why we are asking questions and what we will do with your feedback and when. The result? Response rates that are often above 40%.

The result of the exercise? AXS Guard clearly has many ambassadors among its current customers. We read kind words and very constructive feedback for the future. It is always nice to be able to share those results with the team!

In between: operational support where necessary

What is the biggest difference between our approach and a more traditional consultancy approach? The operational support you can count on throughout the entire process. This is, in fact, one of the main reasons why SMEs enjoy working with us. For example, helping you think about automated templates for your ticketing system, or examining how customer service can better handle consultancy requests. We have that knowledge, so we are happy to share it with our clients. This also saves you valuable time spent trying to do it all yourself or figure it out.

Step 5: Customer-oriented communication: practice makes perfect

At the end of virtually every Customerry project, we take the time to hone a severely underestimated skillset: customer-centric communication. Mapping the customer experience is obviously important, but being able to assess and manage it is even more so. The AXS Guard team submitted several case studies in advance, and based on these, we provided a full day of training, exercises, and tips and tricks regarding customer-centric communication. All this took place at an inspiring location, thanks to Chocola-tuti, who spoiled the team with a warm welcome and delicious brain food in between practice sessions.

Mapping the customer experience for AXS Guard: what did that actually yield?

Good and valid question! Read below what the customer has to say about it:

Finally: a list of the components of the AXS Guard DNA.

At AXS Guard, they love guiding customers and partners from A to Carefree Living! The customers themselves explain how the AXS Guard chromosomes lend them a helping hand:

1. Quality: “AXS Guard not only delivers high-quality products, but the accompanying services are also 'top notch'.“
2. Reliability: “You can count on AXS Guard, both on the products and on the people. They say what they do and they do what they say.”
3. Simplicity: “AXS Guard has a no-nonsense approach. What a convenience that you get help quickly and by local experts.”
4. Flexibility: “We have been an AXS Guard partner for a very long time. They grow with us and provide solutions that fit changing needs.”