Customer Experience Management

People

Medibank Private CMO joins LiveTiles board

Medibank Private’s chief marketing officer, Fiona Le Brocq, is one of two new non-executive directors announced at employee experience management, vendor, LiveTiles.

Strategy

Report: Customers and post-purchase experience remains disconnected

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.

Strategy

​How ESK took an evidence-based approach to customer retention

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).

Strategy

Why the newest member of BT’s contact centre is a chatbot

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.

People

Qantas trials digital health pass

Qantas has trialled the CommonPass digital health app with customers on an international repatriation flight from Frankfurt to Darwin. It follows a successful crew trial last month and comes as the national carrier prepares for COVID-safe international travel to resume from late October.

Leadership

RMIT CMO: Marketers now have end-to-end jobs

Insights and analytics capabilities will be a key focus this year, according to the Adobe Digital Trends 2021 report. While digital disruption hit organisations as the COVID-19 pandemic broke last year, it has had a lasting effect on predictability.

Digital Marketing

Predictions: 10 Customer experience trends for 2021

​In 2021, brands will need to go further than ever with CX to attract and retain customers and incentivise loyalty. Coming to grips with the newly digital consumer while also finding purpose and empathy to connect with those consumers looking for authentic brands are just some of the challenges. Finding the tools to bridge offline and online will create new challenges, while rising demands for privacy willneed to be balance against the benefits of personalisation.

Strategy

One CMO’s three-step path to CX excellence

Building your organisation’s customer experience (CX) engine is increasingly becoming the prerogative for chief marketing officers. But how you tackle it is a tough ask.

Strategy

How JAX Tyres & Auto employees became CX believers

When incoming JAX Tyres & Auto CEO, Steve Grossrieder, took the reins in 2017, he soon discovered the company had been quite good at customer service, yet was lacking the consistency of an embedded customer experience platform and approach.

Digital Marketing

Building a seamless customer journey at Griffith Uni

​With 50,000 students studying more than 200 courses across five physical sites and one virtual campus, South East Queensland’s Griffith University is a large and complex organisation to manage.

Strategy

How Casey Cardinia Library tapped its CX tech in lockdown

The humble local library, once the domain for school kids and older people checking out a few books, has been transformed into a digital destination, where a customer focus has given rise to improved services and a raft of new digital tools. At least that’s the experience with Casey Cardinia Library, one of Victoria’s largest public library networks.

Featured Whitepapers

State of the CMO 2020

CMO’s State of the CMO is an annual industry research initiative aimed at understanding how ...

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Blog Posts

Brand storytelling lessons from Singapore’s iconic Fullerton hotel

In early 2020, I had the pleasure of staying at the newly opened Fullerton Hotel in Sydney. It was on this trip I first became aware of the Fullerton’s commitment to brand storytelling.

Gabrielle Dolan

Business storytelling leader

You’re doing it wrong: Emotion doesn’t mean emotional

If you’ve been around advertising long enough, you’ve probably seen (or written) a slide which says: “They won’t remember what you say, they’ll remember how you made them feel.” But it’s wrong. Our understanding of how emotion is used in advertising has been ill informed and poorly applied.

Zac Martin

Senior planner, Ogilvy Melbourne

Why does brand execution often kill creativity?

The launch of a new brand, or indeed a rebrand, is a transformation to be greeted with fanfare. So why is it that once the brand has launched, the brand execution phase can also be the moment at which you kill its creativity?

Rich Curtis

CEO, FutureBrand A/NZ

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