QBE Australia appoints its first chief customer officer

Insurance giant appoints executive marketing leader to expanded role including customer experience

Bettina Pidcock
Bettina Pidcock

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    

 

Join the newsletter!

Error: Please check your email address.
Show Comments

Blog Posts

How to become the customer experience custodian

The number one objective enterprises give for embarking on a digital transformation is to improve customer experiences with new engagement models, according to IDC’s 2017 global study.

Fear not: It's only a robot

Every time I pass through the automated border controls at the Sydney airport I walk away with a feeling of exasperation on the one hand and relief on the other. Exasperation, because the face recognition technology inevitably always fails to recognise me. Relief, because we seem to be safely years away from the Orwellian reality of states controlling every aspect of our lives; something the media is keenly warning us against each day.

Dan Kalinski

CEO, iProspect Australia and New Zealand

To DMP or not to DMP?

There are plenty of brands that can benefit from plugging into a data management platform. But should you engage an agency to run one or bring it in-house?

Ben Willee and Richard Taylor

Spinach Advertising

I worked at Momentum when the transformation started way back in 2013 (not 2015 as stated in the article). It was a painfully slow and co...

Jay

How Momentum Energy has transformed its entire business to be customer-led

Read more

Another buzzword thoughtlessly latched onto, without any thought for the implications on the organisations that have to lumber through th...

Tired

Rolling out agile marketing at Deakin

Read more

Useful., also don’t miss out on these 5 features of Adobe Experience Cloud - Visit here > http://www.softcrylic.com/b...

Sunil Joseph

Adobe debuts Advertising Cloud, Experience Cloud

Read more

the systems that run these things are teachable just like a car, theres stuff still yet to come out to bring up the automation grade, b...

Magnus Robert Carl Wootton

Fear not: It's only a robot - Big data delivery - CMO Australia

Read more

Marin Software’s digital marketing solution as a short way of streamlining and finding a scalable solution...

Al Drazhev

How BizCover is boosting search advertising success

Read more

Latest Podcast

More podcasts

Sign in