Strategy News, Features, and Interviews

Building a customer demand-led approach to travel management, predictive personalisation and foresight, not just insight, are all in the sights of Virgin Australia’s analytics chief.

Differentiated and personalised support is table stakes for companies, according to Slack VP of customer service, Ali Rayl, speaking at this week’s slack frontiers event. And some of the best examples of this kind of customer service are unique - not just to an industry or a business, but unique to the company its mission, vision and goals.

There’s a disconnect between the priorities of CX teams and C-Suites, said Forrester senior analyst and CX executive partner, Su Doyle, speaking at this week’s CX APAC 2021 event. “I believe it's high time we brought the two disciplines of CX and growth strategies together,” Doyle said.

Customer obsession is the end-to-end organisational approach companies should be embracing to help them make the choices that ensure today’s economic climate is one of the best of times, rather than the worst.

Growing first-party data sophistication, a focus on customer consent and personalisation driven by empathy rather than regulatory requirement are just some of the ways Australian brands are attempting to navigate the data-driven marketing landscape.

While grounded planes and shuttered hotels were stark visual symbols of how the global coronavirus pandemic hit travel and tourism, what wasn’t so obvious was the impact on technology platforms that support the industry.

Adopting a jobs to be done framework, investing in fresh technology and encouraging a test-and-learn mindset are key to Foxtel overhauling service capabilities in a way that meets modern customer expectations, its marketing and customer service leaders say.

Brilliant basics and connected customer services remain key to Mecca’s digital progress as it looks to keep engaging customers in an omni-channel way in 2021.

Post-purchase help and communications, plus a sense of belonging to a community, are vital factors influencing loyalty across Australian consumers. Yet these elements continue to be a let down for many of us when engaging with brands, a new survey has found.

An investigation of Australia’s bathroom cabinets is likely to reveal an assort of expired and neglected skincare products, used only a few times and then consigned to posterity as expensive follies, never to be purchased again. This, however, was not a fate general practitioner, Dr Ginni Mansberg, and her husband, Daniel Rubinstein, were prepared to accept when they launched their cosmetics brand, Evidence Skincare (ESK).

A fresh brand identity, overhaul of social media tone of voice and a digital profile strategy are key ways the Australian Red Cross is hoping to connect to more diverse audiences and changing perceptions of charity.

​ There isn’t a business in Australia that hasn’t experienced some form of transformation as digital connectivity pervades every aspect of our products, services and experiences as consumers and businesses. Australia’s largest telecoms provider, Telstra, however, is arguably on one of the most ambitious programs of work right now.

BT recently launched a 24/7 online virtual assistant ‘Blue’, which supports advisers and their clients seeking immediate responses to common questions, step-by-step guides and connecting people to one of our specialised support teams. The chatbot is learning ‘on the job’ and in a single week has helped over 900 people and responded to more than 2000 queries for the financial services company.

Trip Advisor has launched a new subscription offering, Tripadvisor Plus, aimed at travellers who want to get access to discounts, personalised service, upgrades and other benefits for an annual membership fee of US$99. Like Amazon Prime and eBay Plus, the travel booking platform wants to appeal to customers willing to pay a premium for insider discounts and perks.

CMO and CIO are delighted to confirm our annual flagship CMO-CIO Executive Connections event returns in 2021 as in-person event in Sydney + live virtually streamed event!

Bendigo and Adelaide Bank has highlighted a 4.3 per cent rise in customer numbers and an industry-leading Net Promoter Score in its half-yearly financial results reported today.

Always-on, ‘phygital’ event models are set to become the norm as brands learn from the experiences of 2020 and re-evaluate their approach to client engagement long-term, Infosys VP global marketing, Navin Rammohan, claims.

Telstra will take back full ownership of all of its Australian retail store network as part of efforts to improve its omnichannel customer game.

A willingness to move away from doing business the way you’re used to, along with passionate commitment across leadership, are vital for brands looking to striking successful external partnerships, Uber’s head of marketing says.

The circular economy is expected to be worth $4.5 trillion by 2030, according to the World Business Council for Sustainable Development. Transforming the old ‘take, make and waste’ cycle with one that is structured around re-use, recycle and re-design will provide a host of new challenges and opportunities.

Want to find partnerships that can build your brand strategically and commercially? Then try making a movie of your customer’s day-day-life to identify patterns of behaviour and touchpoints and you might just find some hefty clues.