Case Study: CX Strategy

Christopher Ward

Christopher Ward engaged us to design a forward-looking Customer Experience (CX) Strategy that would protect its premium brand positioning while scaling customer service operations globally.

The Client

Christopher Ward is a British luxury watchmaker known for combining high-quality Swiss craftsmanship with direct-to-consumer pricing. With a growing international customer base and increasing demand across sales, servicing, and aftercare, the business recognised that customer experience was becoming a critical differentiator, not just a support function.

The brand’s promise of transparency, quality, and trust needed to be consistently reflected across every customer interaction, from pre-purchase enquiries through to long-term ownership and servicing.

The Chellenge

As the business scaled, several CX challenges emerged:

Fragmented customer journeys across digital, contact centre, and after-sales touchpoints
Rising contact volumes driven by growth, product launches, and servicing demand
Limited proactive engagement, resulting in avoidable inbound enquiries
Inconsistent experience quality, particularly between sales-led and service-led interactions
Lack of actionable insight, with data spread across systems but not fully leveraged

The key challenge was to design a CX strategy that improved efficiency and insight, without compromising the high-touch, premium feel that customers expected from a luxury brand.

The Project

We were engaged to develop a comprehensive CX Strategy aligned to Christopher Ward’s brand, growth ambitions, and operational reality. The project included:

End-to-end customer journey mapping, identifying friction points, emotional moments, and opportunities for differentiation
Voice of the Customer (VoC) analysis, combining qualitative insight with operational data
Contact centre and service model review, covering people, process, technology, and governance
AI-led CX opportunities, including intelligent routing, proactive notifications, and virtual concierge concepts
Future-state CX blueprint, defining how digital, human, and AI interactions should work together
Prioritised roadmap, balancing quick wins with longer-term strategic initiatives

A strong emphasis was placed on ensuring that any use of automation or AI enhanced rather than diluted the brand’s human connection with customers.

The Outcome

The engagement delivered a clear, actionable CX Strategy that enabled Christopher Ward to confidently scale while strengthening customer loyalty.

Key outcomes included:

A cohesive CX vision aligned to luxury brand expectations
A clear roadmap for improving efficiency while enhancing experience quality
Identification of significant contact avoidance opportunities through proactive communication
A structured approach to AI-enabled CX, focused on customer value rather than cost reduction alone
Improved internal alignment between CX, digital, and operations teams