How CBA, Australia Post and Optus are wowing their customers

Chief marketing officers of three of Australia's leading brands share how they're working to personalise and make customer engagement more relevant

Australia POst's Greg Sutherland, CBA's Vittoria Shortt; Optus' Vicky Brady
Australia POst's Greg Sutherland, CBA's Vittoria Shortt; Optus' Vicky Brady

Marketers have historically put too much focus on acquisition and need to recognise existing customers are both a source of growth and influence through advocacy.

That was the view shared by a panel of CMOs from Commonwealth Bank, Optus and Australia Post, who were brought together to tackle the subject of ‘Meeting Consumer Expectations: Wowing the customer’ at a recent Trans-Tasman Business Circle event in Sydney.

“Historically we did put a focus on acquisition and it’s an easy trap to fall into,” Commonwealth Bank CMO, Vittoria Shortt, told attendees.

“Over the last 18 months, we’ve worked on what it means to be a good customer of CBA, what it looks like and understanding the profile of those people. So we are changing our messaging from actually helping customers to getting the most out of the products they currently hold. We have also put more emphasis going into rewarding customers that are very loyal.

“It’s a big shift in messaging – everything from support services, to making sure you know the features and ensuring you’re using them, right down to nitty gritty communications.”

Shortt pointed to the findings of a recent social media project, which sought to better understand CBA’s 1 million social platform followers and engaged users.

“It turned out they are our most loyal brand advocates and of higher value than the rest of the customer base,” she said. “That has helped changed the way we engage on social and what we message.”

Related: CBA CMO: Marketing's business contribution is increasingly valued

Optus managing director of customer, Vicki Brady, agreed the telco industry in particular had been obsessed with customer acquisition, having taken double-digit customer growth for granted through the rise of mobile connectivity.

“We became addicted to acquisition and customer growth but actually existing customers who are looked after and loyal are a source of not just ongoing growth but that advocacy and influence over future decision-making and purchases,” she said.

Optus has turned its customer team’s thinking about getting new customers for products and services on its head, Brady said, and is increasingly looking at new products and services in the context of benefits for existing customers.

“We go proactively to them first,” Brady said. “It’s been a real shift in dynamic across the business. Churn rates are below 16 per cent from 20 per cent and we have targets to go lower again. But it requires cultural shift.”

Pictured from left: Greg Sutherland, Vittoria Shortt, Vicky Brady

UP next: Aus Post, CBA and Optus share how they’re changing their teams and innovating to be more relevant to customers

Join the newsletter!

Error: Please check your email address.
Show Comments

Blog Posts

How can a brand remain human in a digital world?

Some commentators estimate that by 2020, 85 per cent of buyer-seller interactions will happen online through social media and video*. That’s only two years away, and pertinent for any marketer.

James Kyd

Global head of brand strategy and marketing, Xero

​Relevance and substance are the keys to marketing’s future

Marketing’s evolution and increased value-add to organisations is making headway in one essential direction: Driving brands to achieve maximum relevance in the heart and minds of customers.

Jean-Luc Ambrosi

Author, marketer

Why doing your job well is the key to innovation

The words ‘power company’ and ‘innovation’ probably don’t seem like a natural combination. In fact, when I first went for a marketing role with an electricity company, I semi-dreaded the work I thought I’d be doing.

Catherine Anderson

Head of marketing, Powershop Australia

When you’re marketing to a customer, a bunch of that marketing data is actually also peace data. You just haven't looked at it that way,”...

Bill Hopkins

CMOs urged to use ‘peace data’ to create brand purpose while affecting positive social change

Read more

eHarmony should be closed forever for fraud!The success rate of eHarmony is less than 10%.eHarmony is ONLY a 17+ years old obsolete site...


eHarmony: How machine learning is leading to better and longer-lasting love matches

Read more ICO relaunch March 14 - April 14 2018. Building a bigger community and more holders will surely move Krios to top exchan...

Mark Dalton

Blockchain pitched as answer to influencer marketing management

Read more

Lok knocks it out the park and predicts the future...“People are starting to understand they own their own data, and this will come to a ...


Data regulation key to marketing innovation

Read more

It needs to come from the top. It's not just about buy-in from the leadership team, leadership should be part of the development process ...

Stephen Houraghan

Why getting intimate is key to creating a great customer experience and optimising customer value

Read more

Latest Podcast

More podcasts

Sign in