Panel: Organisations embrace customer centricity differently

Experts discuss what it means to be customer-centric in today's digitally agile marketplace

From right to left: Hong Kong Broadband Network Ltd’s chief talent and financial officer and co-owner, NiQ Lai, 
Bupa’s global director of people engagement and experience, Cassandra Goodman, Ovolo Hotels’ Hong Kong COO, Dave Basal TD Bank Group Canada’s associate vice president of branch effectiveness, Alexander Zabradi and Foodora Australia’ co-founder and CEO, Toon Gyssels
From right to left: Hong Kong Broadband Network Ltd’s chief talent and financial officer and co-owner, NiQ Lai, Bupa’s global director of people engagement and experience, Cassandra Goodman, Ovolo Hotels’ Hong Kong COO, Dave Basal TD Bank Group Canada’s associate vice president of branch effectiveness, Alexander Zabradi and Foodora Australia’ co-founder and CEO, Toon Gyssels

There’s no one-size-fits all solution when it comes to implementing a customer-centric culture within organisations, according to industry pundits speaking at the Customer-Centric Innovation Lab 2017 in Sydney this week.

For a large-scale broadband company like Hong Kong Broadband Network that began as a startup and has now significantly disrupted the competitive broadband space, it's all about having a sense of ownership from the ground up.

“You have to get the basics right and deliver something outside the box to what your competitors are doing," Hong Kong Broadband Network chief talent and financial officer and co-owner, NiQ Lai, told attendees at the Knowledge Lab event. “And you need to have a sense of ownership. How we kick ass in Hong Kong is we offer fibre broadband speeds at cheaper than dial-up prices.”

However, for TD Bank Group Canada’s associate vice-president of branch effectiveness, Alexander Zabradi, the emphasis should be on creating a connection between an employee and the customer. This is not just on the frontline, but through the entire organisation, he said.

“For us, it’s about connectivity from every area of the bank – and that goes straight through to HR,” he said. “We’ve been doing customer journey mapping for a few years now and for us, it’s also about seeing all the peripheral parts of the business, like HR and risk, which all have a role to play in to the overall true customer-centric experience.”

In the hospitality industry, a design thinking and value-added approach is a core way to embrace customer-centricity, according to Ovolo Hotels’ Hong Kong COO, Dave Basal. Unlike other hotels, Basal claimed Ovolo has a more 'feel at home' philosophy, where guests can enjoy a free mini-bar, a free breakfast and even a free drink or two at happy hour.

"We value design and have a customer focus in the philosophy behind the brand and our values," Basal said. "I believe the design of the product and the overall service needs to help a customer achieve a goal and solve a problem for the customer.

"So you need to fit somewhere in that journey and help them through. That way you will always win, and so will the customer."

Bupa’s global director of people engagement and experience, Cassandra Goodman, agreed a design approach has also been effective in helping large-scale organisations like those in the health insurance sector be more customer focused.

"Having undertaken a design approach and done the research, we are often surprised that even though we may have millions of customer profile, there are generally three or four general customer behaviour types," she added. " In our experience, the core human needs that sit beneath the traditional segments are quite similar. There aren’t twenty or thirty archetypal customer personas."

For a startup, it's about hard, dirty, hands on work, Foodora Australia’ co-founder and CEO, Toon Gyssels, said.

"We have a strength-based approach where you need to lead by example and have strong values," he explained. "You need to know your customer and bring your values to life with the right programs.

"You can’t do anything without identifying your core values and ensuring your customers know those values, so forget about the rules, build your basics, and just listen to your customer."

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+:google.com/+CmoAu

Join the CMO newsletter!

Error: Please check your email address.
Show Comments

Supporting Association

Blog Posts

Is your content marketing missing the mark?

Does it ever seem like the content you create falls flat on its face or that the leads you’re generating aren’t worth following up?

Dan Ratner

managing director, uberbrand

​ Creating a purpose-driven brand

So you want to be a brand with purpose. But what does it actually mean to build a brand with real meaning?

Paul Chappell

Partner and managing director, Brand + Story

Customer experience crisis: Proactively mitigating the risk of broken promises

Last Friday, three weeks after United Airline’s spectacular customer experience disaster, customers received a letter from the company’s CEO, Oscar Munoz.

Very rarely have I come across views so true. There are so many gems in this article, reflective of reality, onec can read it again and a...

Shyam Mishra

ANZ digital chief: Tackle the ‘frozen middle’ of your organisation or face irrelevancy

Read more

STOP STEALING BUISNESS CLASS TOILETS from A380, new 787's and A330's!!!!Thats what you call customer experience ONE toilet for all Busine...

Joe

Qantas CMO: What it's taking to evolve our customer experience

Read more

Dare i suggest that a "CEO" role in a peak industry body like Think Brink is not really much of a leap from CMO because it is also a mark...

Sventana

CMO to CEO: Think Brick chief reveals what it takes to make the jump

Read more

Grate post, thanks for the post.No matter what your business is, if you do no not rank among the top most search results of Google, Yahoo...

Rahul

Image intelligence:10 must-see infographics for marketers

Read more

Thank you Shane Blandford for carrying my Smarketing vision into KM !

Peter Strohkorb

​CMO Interview: Why aligning sales and marketing drives innovation at Konica Minolta

Read more

Latest Podcast

More podcasts

Sign in