NAB's former GM of brand experience, Michael Nearhos, has been named Virgin Australia’s new marketing director.

NAB is dropping its GM of brand experience role and elevating a number of brand managers to directly report to the CMO as part of a reshuffle of its marketing function.

The days of quick customer experience wins through digital and mobile innovation are gone and organisations must tackle the more complex task of overhauling their culture in order to find sustainable improvement.

​In a shock departure, National Australia Bank’s CMO, Andrew Knott, is leaving the organisation after two-and-a-half years in the role.

NAB has followed the lead of Cambridge Analytica, Facebook, KFC UK and other high-profile brands looking to gain back customer trust and used a full-page print ad to apologise for a weekend server failure that left customers without access to bank accounts for five hours.

National Australia Bank is working to deliver personalisation in the moment, rather than after the fact, in order to create great customer experiences, its general manager of consumer marketing and customer strategy says.

Artificial intelligence (AI) is here to stay. And while brands are in varying stages of maturity with AI projects and strategies, there’s one common principle: The nascent technology needs to meet customer expectations in a simple and useful manner.

NAB is creating three chief customer officer roles to oversee all aspects of its banking and finance offering as part of a new restructure revealed today aimed at simplifying executive lines and improving its customer centricity.

As the largest business bank in Australia with a 160-year history of serving customers, NAB prides itself on being able to converse and connect with customers in a way that meets their expectations. And it’s this very focus on customer experience that is now fuelling the organisation’s digital transformation fire.

NAB’s CMO, Sandra de Castro, has left the banking group after more than four years as its marketing chief.

Time is the currency of customer experience and brands must adopt a more agile approach to product development and make significant cultural change if they want to meet modern expectations.

Organisations may be increasingly striving to become customer centric, but it’s only those who can bridge the gap between desirability and capability that will make it happen in a sustainable way.

Digital projects are not just about new delivering new technology capabilities, they also require a rethink around how people collaborate, assess risk and embrace change.

Australia Post has confirmed the appointment of former NAB head of strategy, Greg Sutherland, as its new chief marketing officer (CMO), effective from this week.

Banks are seeking closer relationships with customers through greater use of customer data and new technologies, according to banking and telecom officials at the CeBIT Financial Tech conference in Sydney.