Strategy News, Features, and Interviews

Customer advocacy is being increasingly listed as a CMO’s highest strategic priority. In our latest Food for Thought series we asked leading marketers: What does customer advocacy mean to you and your team?

Yogurt company, Chobani Australia, has sunk its teeth into a Qualtrics experience management platform that the company said will bring together CX insights and staff engagement metrics.

Bingle, created by Suncorp to meet the customer service demands for an online-only digital brand, has transformed into a largely self-service business after implementing a new customer service management technology aimed at achieving ‘zero cries for help’.

Creating new roles and cross-functional teams, developing customer narratives, ramping up investments into data science teams and martech – these are just a few of the big steps marketers from Juniper Networks, Dell, Wells Faro and Blackrock say their organisations have taken to become more customer experience oriented.

For traditional utility players like EnergyAustralia, steeped in regulation and red tape, the move to modernise and transform the company to a customer-led approach isn’t easy.

Jason Bradshaw was ​appointed Volkswagen Group Australia’s first director of customer experience​ 12 months ago, an executive-level role he claims is also a first for Australia’s automotive industry. The remit: Put the customer front and centre across HQ, as well as its dealership network, making customers the first, second and third priority behind every business decision.

​While customer experience management and design is one of the fastest developing IT sectors in Australia and around the world, it isn’t well known - and very few experts are women. But Katja Forbes wants to change all of that.

Customer experience is about delivering convenience, control and choice in a personalised way, Australia Post’s new chief customer officer claims.

A voice of the customer (VoC) program can be a powerful way marketers can collect customer feedback, mine that feedback for insights, and then incorporate those insights into business decisions - but what happens when there’s just too much data to manage?

A great Voice of the Customer (VoC) program plays a pivotal role in improving customer experience and creates greater empathy among employees. But what does it take to get it right?

Gaining insight into why customers are opening a new account or purchasing a product has become a reality for Bendigo and Adelaide Bank thanks to the latest advancements in its customer analytics toolkit.

For any marketer that has ever doubted the experience they give to their customers, there has always been one benchmark they would have felt comfortable clearing: No matter how complex their interactions, how tedious their forms, or how long their queues, their experience could never be as bad as dealing with government.

Gartner claims the list of technologies that help improve and support customer experiences is a long and growing one. But that hasn’t stopped the analyst firm from coming up with a top 10 list of CX technologies seen as increasingly vital in winning the customer-brand battle.

Your customers are usually more than willing to tell you what is wrong with your business – and occasionally even what is right. Unfortunately, however, many businesses just don’t have the capability to listen effectively to all of that volunteered information and act on what they hear.