Author: Mark Atterby

Automation brings undeniable benefits. Repetitive tasks are completed with lightning speed and flawless accuracy, freeing up human resources for more complex endeavours. Customer service chatbots can handle routine enquiries, while AI-powered algorithms personalise product recommendations. These advancements streamline processes and enhance productivity. Francoise Gelbard, Co-Founder and Head of Enterprise Sales for HumanableCX, comments, “Automation can result in significant ROI, efficiencies and cost savings for organisations, whilst creating fast, frictionless signup, purchase, onboarding and renewal journeys for customers. However, traditional text-based chatbots cannot convey empathy and are lacking the human touch”. Overreliance on technology, however, can lead to a sterile and impersonal experience. Complex issues…

Consumers are increasingly privacy-conscious, and prioritising data security and transparency throughout the entire brand experience is no longer optional – it’s essential for success. AI and its use in marketing and providing personalised experiences for customers are raising the stakes in terms of data privacy and security. Data is the lifeblood of modern marketing and customer experience. Businesses leverage customer data to personalise experiences, target advertising effectively, and gain valuable insights into consumer behaviour. However, the collection and use of this data must be done responsibly and ethically. Consumers are increasingly wary of how companies handle their data. Over the…

The world of B2B marketing is undergoing a seismic shift. Gone are the days when brand awareness, lead generation, and flashy campaigns were the sole domain of the B2B CMO. Today, success hinges on a deeper understanding – an understanding of the customer journey, their needs, and their satisfaction. Traditionally, B2B CMOs were tasked with crafting brand narratives, generating leads, and executing marketing campaigns. While these functions remain important, the modern B2B landscape demands a broader vision. Jessie Cheng, marketing and customer experience leader, comments, “B2B marketing leadership has evolved significantly in recent years, driven by increasing competition, evolving customer…

Ben Motteram, industry veteran and founder of CX consultancy CXpert, extolls the importance of creating positive employee experiences in building successful customer experiences. In this interview with CXFocus Editor, Mark Atterby, he shares his thoughts about CX and the trends shaping the future. Mark Atterby (MA): Please provide a background to your career and your role as an industry consultant. Ben Motteram (BM): I’d been in sales and marketing roles for my entire career when I first learned about customer experience management in 2013. The core idea of growing a business by understanding customers and then designing better experiences for…

Just as the modern customer expects personalised experiences tailored to their individual needs and preferences, so too do employees. All the talk around AI has mainly centred on its impact on CX. Its impact on personalising employee experience, however, is likely to be as significant. According to Nick Martin, Senior Vice President, Medallia, International, “Personalisation is critical to delivering great service and the brand’s ability to differentiate itself from competitors. And if you want to provide personalisation you have to look at it through both the customer and employee lenses. A company that can empower its employees, as individuals, to…

The cost of bad customer service in Australia is estimated to be $74 billion annually, according to a recent study by Qualtrics. This sobering figure underscores the importance of prioritising excellent customer service in today’s competitive landscape. The true cost, however, might be even higher, considering the additional strain placed on understaffed teams struggling to meet rising expectations. Perhaps even more concerning is the disconnect between business perception and customer reality. The study reveals that customers report experiencing poor service one in every ten interactions, a stark contrast to what many businesses believe they are delivering. This gap suggests a…

Australia’s non-profit and charity sector is crucial to the well-being of many communities, providing vital services and support to those in need. The sector employs almost 1.5 million paid workers, with revenue expected to total $201.0 billion in 2023-24[i]. Non-profits and charities face a range of challenges amid a period of rapid technological innovation and economic uncertainty. Economic conditions have a strong effect on the performance of the charities and not-for-profit sector. Persistent, rampant inflation has weighed on household incomes, increasing the demand for industry services.[ii] During economic hardships, vulnerable populations like the unemployed, homeless, and those facing mental health…

Imagine catching an Uber and not only reaching your destination quickly, but also receiving insightful recommendations from your driver for your evening plans. This simple example illustrates the essence of what David Stone, VP of Growth at Concentrix, refers to as the ‘value beyond’. It’s about exceeding customer expectations by going the extra mile, understanding the “why” behind their needs, and offering personalised solutions that exceed their initial request. Organisations can unlock significant benefits by delivering the ‘value beyond’, according to Stone, “The ‘value beyond’ is a philosophy and a mindset. It’s about going beyond the immediate tasks and objectives…

From hyper-personalised customer journeys to predictive customer service, AI is no longer a futuristic buzzword, but the engine driving a revolution in customer experience (CX) across all industries. 2024 marks the year organisations graduate from AI baby steps to a full-blown sprint, embracing its transformative power to create hyper-personalised experiences that anticipate needs and build lasting relationships. Imagine a world where: This isn’t just a futuristic fantasy; it’s the reality being shaped by AI. And it’s not just about convenience. It’s about building trust, loyalty, and an emotional connection with customers that transcends mere transactions. Ivana Sekanic, Customer Experience Solutions…

From automating mundane tasks to creating hyper-personalised experiences, AI is leaving a mark on every pixel and click. But what does this mean for the future of digital marketing, and how can digital marketers, content creators and creative designers, leverage this evolving technology responsibly? The canvas of possibilities with AI is constantly expanding. Imagine waving a magic wand and eliminating repetitive tasks like audience segmentation, data analysis, and ad optimisation. AI is the productivity genie in a bottle. Leading digital marketing expert, Stephanie Sprayregen, Founder of Spray Marketing, comments, “AI is helping to automate a lot of remedial day-to-day tasks that enable…