Many brands set store by levels of customers’ trust but cracks are appearing in the value of measuring it. That's the view of Fifth Dimension CEO, Lyndall Spooner, whose research consultancy is trying to dissuade clients from using trust scores.
Measurement & Analytics
Businesses achieving high Net Promoter Scores (NPS) are invariably gratified by this single number. But arguably, there has been some blind trust as to how significant this figure is on the bottom line.
Strategy
Cash Converters is aiming to perform a hat trick: Focus better on customers, enhance digital capabilities across sales and marketing, and beef up brand awareness.
Measurement & Analytics
Technology and data are transforming customer service support in unprecedented ways, making the pursuit of it a strategic priority for CMOs. In our latest Food for Thought series we asked leading marketers: What ways are technology and data transforming customer service and support?
Leadership
To amalgamate three brands into one, while simultaneously streamlining costs and improving profitability and customer satisfaction and brand recognition, is no mean feat.
Measurement & Analytics
Voice of customer (VOC) programs are becoming increasingly popular with marketers, but there are some general do’s and don’ts to follow if they're going to succeed.
Leadership
CBA has delivered a $4.8 billion half year profit, despite the financial giant being plagued with scandals that have seen it become the subject of a royal commission, and forced to pay millions in ASIC fines and customer refunds.
Customer Experience Management
If you’re just going to sit in your functional silo and do more of what you’ve always done, then you’re not going to go far as a customer experience leader.
Leadership
The man responsible for operationalising customer advocacy as a company-wide initiative at Telstra is retiring.
Leadership
Top-performing companies today are the ones that have moved from perceiving customer experience as a metric, to treating it as a management system, according to one of Bain and Company’s Asia-Pacific customer practice leaders.
Leadership
Telstra will announce a new chief marketer in four to six weeks, Telstra CEO David Thodey said this morning.
As our customers exhibit growing desire to be recognised for their preferences and passion points, ...
In the third and final episode of our 3-part CMO50 video series exploring modern marketing and why it’s become a matter of trust, we’re delighted to be joined by Telstra’s former CMO and now digital services and sales executive, Jeremy Nicholas, and Adobe VP Marketing Asia-Pacific and Japan, Duncan Egan.
Flash back to the classic film, Willy Wonka and the Chocolate Factory. Television-obsessed Mike insists on becoming the first person to be ‘sent by Wonkavision’, dematerialising on one end, pixel by pixel, and materialising in another space. His cinematic dreams are realised thanks to rash decisions as he is shrunken down to fit the digital universe, followed by a trip to the taffy puller to return to normal size.
Why is it there is no shortage of leadership development materials, yet outstanding leadership is so rare? Despite having access to so many leadership principles, tools, systems and processes, why is it so hard to develop and improve as a leader?
As a nation united by sport, brands are beginning to learn money alone won’t talk without aligned values and action. If recent events with major leagues and their players have shown us anything, it’s the next generation of athletes are standing by what they believe in – and they won’t let their values be superseded by money.
