It doesn’t take long for predictions to become predictable: The rise and rise of Facebook; advancements in analytics; the normalisation of chatbots; personalisation, programmatic, automation, authenticity… The prediction that’s missing from these lists is that in 2017 we will witness a resurgence of values-based marketing.
EnergyAustralia has confirmed former Vodafone CMO, Kim Clarke, as its first chief customer officer.
Clarke takes up the reins following her departure from Vodafone last November after two years in the marketing chief’s role.
Clarke took over as CMO of Vodafone Australia in October 2012 at a tumultuous time for the telco as it was plagued by significant customer losses, criticisms and poor network services. She was brought on by Vodafone’s former CEO, Bill Morrow, after the pair previously worked together at Salesforce.
In a statement, EnergyAustralia said Clarke will be responsible for sales and marketing activities and attracting and retaining home and business customers. She reports directly to the MD.
“Ms Clarke is responsible for ensuring the business is connected to the customer, drawing on customer insight and feedback,” the statement read. “Ms Clarke will also lead EnergyAustralia’s product and services program, pricing, campaigns and sales activities.”
Commenting on her appointment, Clarke noted the significant changes now occurring in the energy sector thanks to technology and retail innovations, along with consumer interests.
“EnergyAustralia is in a unique position to lead this change, and I'm proud to be part of the team which will aim to do just this,” she said. “The strategy at EnergyAustralia is clear: What the customer values most will drive our activities and we will work tirelessly to deliver to these.”
Clarke commenced her career as an engineer at Telstra before switching to product marketing, then rising up the ranks at Vodafone until she was managing global business from the UK. Following a co-founder position with startup services business, Mobile Mentor, and software developer White Rabbit, she joined Salesforce.com as vice-president of marketing for Asia-Pacific.
Clarke took up her new post at the end of June and is now based in Melbourne.
More on the rise of the chief customer officer
- Westpac Group appoints first chief customer officer
- Why GoDaddy needs a CMO and a chief customer officer
- Chief customer officer: Threat to the CMO, or the ultimate modern marketer?
- CMOs, CIOs increasingly see chief customer officer as relationship saviour
- AMP customer chief takes hold of CapEx budget
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