QBE Australia has promoted executive GM of marketing, Bettina Pidcock, to chief customer officer, the first such role to be introduced at the insurance group.
Pidcock joined QBE in February last year to head up the marketing team. In a statement, the company said her rise to chief customer officer was part of an organisational restructure that reflects work undertaken to become a more customer-centric company. She retains all the current marketing, communications and digital responsibilities under her remit, but also now gains oversight of the customer experience team.
The change in role commences immediately.
“Bettina has done a fantastic job in bringing a persistent focus on our customers and using data to drive decisions and better outcome,” QBE’s CEO, Pat Regan stated.
“The creation of this role will help us stay true to the changes we want to bring about to improve our focus on delivering exceptional customer experience.”
Prior to joining QBE in 2016, Pidcock spent more than four years as head of marketing for ANZ Wealth. She has also held various GM of marketing positions with InsuranceLine and St George, and was brand and marketing communications manager for MLC earlier in her career.
The trend towards appointing chief customer officers has gained ground in Australia over recent years as more organisations look to improve the way they deal with customers.
Other organisations to maintain chief customer officers with responsibility for marketing include AMP (Paul Sainsbury), Mercer (Cambell Holt), Foxtel (Mark Buckman), Suncorp (Mark Reinke) and SumoSalad (Lawrence Mitchell).
A company spokesperson told CMO the customer experience team of six will look at how QBE can develop new data-led propositions using human-centred design principles. The team have a diverse background including engineering, information technology and human resources, reflective of our diverse customer base.
"QBE's vision is to be the insurer that builds the strongest partnerships with customers," the spokesperson said.
"This move is the next step for our Australia and New Zealand business to build on the work that’s already been done, accelerate initiatives in the pipeline, as well as align with the broader marketing functions under the one customer umbrella. QBE will continue its ongoing digital transformation to improve the experience for both our customers and partners."
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.
Enterprisetalk
Mark
CMO's top 10 martech stories for the week - 9 June
Great e-commerce article!
Vadim Frost
CMO’s State of CX Leadership 2022 report finds the CX striving to align to business outcomes
Are you searching something related to Lottery and Lottery App then Agnito Technologies can be a help for you Agnito comes out as a true ...
jackson13
The Lottery Office CEO details journey into next-gen cross-channel campaign orchestration
Thorough testing and quality assurance are required for a bug-free Lottery Platform. I'm looking forward to dependability.
Ella Hall
The Lottery Office CEO details journey into next-gen cross-channel campaign orchestration
Great Sharing thoughts.It is really helps to define marketing strategies. After all good digital marketing plan leads to brand awareness...
Paul F
Driving digital marketing effectiveness