Westfield A/NZ’s new visual identity and digital platform relaunch represents a small part of a much wider change in strategy at the Scentre Group business aimed at becoming a more customer-led organisation, its customer experience leader says.

​Citi’s global head of customer experience, Tanya Smith, has an easy way to tell whether something meets the great experience test or not: You feel better after interacting.

AustralianSuper has launched its chatbot, ‘Ash’, following the soft launch of its in-app messaging platform in December last year, which has seen more than 50,000 messages sent, and the achieving a 92 per cent overall customer satisfaction rate.

There’s no doubt leading organisations have recognised customer experience is vital to future-proofing a business. But CX doesn’t all happen at the customer service end of the buying cycle. Increasingly, organisations are realising to offer great CX, a customer-driven culture must be behind every aspect of interaction.

Wartsila, a provider of smart technologies for marine and energy markets, is relaunching Web properties across 50 locations as it works to deliver more personalised experiences.

It sounds ridiculously ambitious for a big four bank to become one of the world’s great service companies, but that’s just what Westpac NZ is trying to achieve, and it has the CX management technology to prove it.

When seen on a map, Anthony Dunsford’s responsibilities appear as a few hundred hectares of open space. But in 2017, that open space attracted over 40 million visits.

Mirvac Retail’s fresh digital partnerships with foodora and Mall Ops are part of a wider digital marketing and CX strategy aimed at lifting customer connectedness.

UBank’s CMO says the launch of RoboBrain, a hyper-personalised cognitive assistant, is dramatically improving customer response times and a massive leap forward in the bank’s AI journey.

​If a customer experience is full of frustration, then it’s probably time to disrupt it, Richard Branson says. And to achieve that, you’d better be paying attention to detail.

​Growing volumes of data generated through emerging technologies such as artificial intelligence, voice interaction and mixed reality could see consumers outsourcing their own identity management as the very nature of value-driven exchange between brand and consumer transforms.

AMP looks to be continuing to place customers at the centre of its growth, following the promotion of its marketing executive and a new recruit with customer experience speciality.

With so many organisations now focused on improving the experience they provide to customers, it’s not surprising to see multiple methods have emerged for measuring the quality of that experience.

Digital disruption, customer-led change, martech adoption and being customer obsessed were just a few key topics in the spotlight during a panel session at the CMO-CIO-ADMA Executive Connections event in Sydney.

There’s no doubt marketing and digital departments are spoilt for choice when it comes to enterprise-grade technology solutions as software vendors, large and small, look to grab a slice of their growing budgets.

Moving into the future, the key differentiator for brands will be customer experience. This is the view of ME Bank’s new chief experience office (CXO), Ingrid Purcell, who was appointed to the new role late last year.

While many contact centres encourage agents to resolve calls quickly, that’s not really appropriate when your service exists in part to prevent people taking their own lives.

Air Asia will partner with Salesforce as the airline revamps its customer care across eight countries. As part of the revamp, AirAsia will deploy Salesforce Sales Cloud, Service Cloud, Marketing Cloud, and Community Cloud to provide a 360-degree view of customer cases for its service agents.

Just what does it take to build a community around your products and services in the age of digital, data-led interaction? And how can machine learning help brands achieve these aims?

CX professionals may not like to admit it, but one of the benefits of a low customer satisfaction score is plenty of room for improvement and potential easy wins. But what do you do if your customer satisfaction is already high?

​Being brutally honest about the challenges your organisation faces, and ensuring teams can trade stories with each other, are vital ingredients in instigating a customer-led transformation.