Insurance giant appoints executive marketing leader to expanded role including customer experience
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."
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
In this latest episode of our conversations over a cuppa with CMO, we catch up with the delightful Pip Arthur, Microsoft Australia's chief marketing officer and communications director, to talk about thinking differently, delivering on B2B connection in the crisis, brand purpose and marketing transformation.
It’s hard to know if famed management and marketing guru, Peter Drucker, coined this phrase for dramatic effect. My belief is he was emphasising the notion that few products and markets are static and few organisations can survive without innovation.
How to avoid the bottom drawer, and how to get value from the work you’ve paid for
Behavioural science expert Dan Monheit, co-founder and strategy director of creative agency, Hardhat, writes that marketing chiefs should hold their nerve, as they have reason to be optimistic
The versatility of Live Chat is really what surprises me. I’ve seen it being used not only for customer support, but also as a tool to in...
Drishti Shah
Why Bupa tapped WhatsApp for new customer messaging channel
Hi This is George, Thanks for sharing this nice information about foodpanda blockchain. During this pandemic situation food delivery indu...
George David
foodpanda launches blockchain-based out-of-home advertising campaign
Did anyone proofread this document before it was published?
Beau Ushay
CMO Momentum 2020: How to embrace agile marketing
An honest and hardworking conveyancer doesn't need a marketing strategy. His past clients will spread the word for him. These days the ho...
Bagen Andrea
What this millennial marketer is doing to shake up conveyancing
Love the post. It is so insightful for companies getting stuck in their habits and missing out on the role innovation can have on revenue...
Alessia Del Genio
How Lego built its culture of innovation, brick by brick