Author: Mark Atterby

The CX Awards, organised by Ashton Media, have been celebrating and recognising outstanding achievements in customer experience (CX) for the past seven years. Ashton has announced the finalists for the 2025, where the winners will be announced at the awards ceremony, March 6, 2025. The primary goal of these awards is to honour and acknowledge the exceptional efforts of individuals, teams, and organisations that prioritise the customer experience in their operations. Mark Atterby from CXFocus talks to Stacey Goater, Portfolio and Content Director for Ashton Media, about the awards and what they mean for the industry. Mark Atterby (MA): Why…

The role of the Chief Customer Officer (CCO) has evolved significantly in recent years, transitioning from a tactical function to a strategic leadership position. CXFocus interviews Michael Dart, the Chief Customer Officer for Energy Queensland about what it takes to be a successful Chief Customer Officer and being at the forefront of driving customer-centricity across an organisation. CCOs today face a myriad of challenges, including measuring customer satisfaction beyond traditional metrics like CSAT and NPS, navigating the complexities of digital transformation to ensure seamless and personalised customer experiences, balancing the need to collect and analyse customer data with stringent data…

Peak season offers retailers an opportunity to not only increase sales but also cultivate lasting customer relationships. Balancing the need for short-term sales while building long-term loyalty is a significant challenge for most, if not all, retailers. To maximise the short-term and long-term potential of seasonal customers, retailers must focus on optimising the customer experience throughout their entire journey. Retaining peak season customers can be daunting, as many are drawn by short-term deals rather than long-term brand loyalty. John-David Klausner, Senior Vice President of Business Development, Loop, comments, “Retaining customers during peak season can be especially challenging for retailers given…

In today’s competitive landscape, demonstrating the ROI and business impact of CX initiatives is crucial. But it can be challenging to quantify the impact of customer experience on the bottom line. A lot CX initiatives may have long-term benefits that are difficult to quantify in the short term. This can make it challenging to demonstrate immediate ROI. Leaders may question the value of CX investments if they don’t see immediate and tangible results. They may also be hesitant to allocate resources to intangible benefits like improved customer satisfaction. Ben Fettes Vice President, Direct Customer Experience P&O Cruises, comments, “To effectively…

Nespresso has harnessed the power of chatbots to elevate customer interactions and has also employed AI to optimise employee training and knowledge management. Mark Atterby from CXFocus talks to Heather Lage, Customer Experience & Training Manager at Nespresso, on their use of AI to elevate CX and EX. Heather is presenting at a upcoming webinar Connecting Customer Experience and Employee Experience Using AI. Mark Atterby (MA): Can you please provide a background to your career and an explanation of your role at Nespresso? Heather Lage (HL): In 2014, I joined Nespresso as a Quality Assurance Manager, shaping our service quality…

Mark Atterby, Editor of CXFocus, recently interviewed Ledi Lapaj, Director Customer Experience Bank-al-Etihad, who is the international keynote speaker for the CX Retreat in October. Ledi explains the customer centric journey the bank has been on, highlighting the six pillars of CX transformation that an organisation needs to become customer-centric. Mark Atterby (MA): Can you please provide a background to your career and an overview of your role at Bank-al-Etihad? Ledi Lapaj (LL): I’m currently part of the dedicated team at Bank al Etihad in Jordan. We’re committed to providing exceptional customer experiences and continuously evolving to meet the needs…

A new study by CX Network has identified convenience as the paramount customer behaviour shaping the strategies of customer experience (CX) professionals in 2024. This dramatic shift, up from fourth place in the previous year, underscores the growing urgency for businesses to prioritise speed, ease, and efficiency in their customer interactions. In contrast, the report revealed a decline in the importance of sustainability and ethical considerations. While still relevant, these factors have taken a backseat to the immediate demands of a time-pressed consumer. Conversely, data privacy has emerged as a critical concern, with customers becoming increasingly savvy about their personal…

The marketing landscape is evolving rapidly, driven by technological advancements, shifting consumer behaviours, and heightened expectations. To thrive in this dynamic environment, marketers must prioritise a combination of strategic, technological, and human-centric competencies. CXFocus editor, Mark Atterby, talks to Bronwyn Heys, CEO of the Australian Marketing Institute, about the challenges and opportunities facing today’s marketing professionals. Mark Atterby (MA): Can you please provide a background to your career and explain your role at AMI (Australian Marketing Institute)? Bronwyn Heys (BH): Thank you. With over 35 years of global marketing experience across multiple continents, primarily in fast-moving consumer goods and quick-service…

Ever felt frustrated by a chatbot that just doesn’t seem to get what you’re saying? You’re not alone. Traditional chatbots often struggle with natural language and can misinterpret even simple questions. But there’s a new sheriff in town: Generative AI (GenAI). This cutting-edge technology is expected to revolutionise chatbot interactions, making them more natural, engaging, and effective. GenAI improves our understanding of user Intent While traditional conversational AI can handle basic, straightforward questions, it often falls short when things get complex or require context. Simon Kriss, Chief AI Officer at simonkriss.ai, comments, “GenAI may not provide any better understanding of a…

At its X4 event In Sydney last week, Qualtrics revealed its vision and roadmap for the future development of its products. That vision firmly embraces AI and the capabilities it can provide to improve customer and employee experiences. Attended by 2,000 delegates, the Qualtrics X4 event was held at the International Convention Centre (ICC) Darling Harbour. Zig Serafin, Qualtrics CEO explained in the opening keynote how Qualtrics XM solutions have evolved and the impact of AI on customer and employee experience, “We see a world where the shift to AI-driven software will be as profound as the shift from analog…