Author: Mark Atterby

Marketing success in 2024 is evolving rapidly, shaped by constant technological advancements and shifting consumer behaviour. While specific tactics may change, some core elements will define marketing success in the coming year. Mark Atterby, the editor of CXFocus talks to Joanna Robinson, CMO for THE ICONIC, about her role and what marketing success looks like for her in 2024. Mark Atterby (MA): Joanna, can you please provide a background to your career and an explanation of your role at The Iconic? Joanna Robinson (JR): I started my career 28 years ago after finishing university, working in sales, when I was…

The hype around Artificial Intelligence (AI) is deafening, but it often drowns out the needs of small and medium-sized businesses (SMBs) and non-profits. Enter NTENDER.AI, an Australian startup dedicated to empowering these organisations with the tools and capabilities to make the most of their data and drive exceptional customer experiences (CX). Launched at the end of 2023, NTENDER.AI has the mission to bring the power of AI to the SMB and nonprofit marketplaces. NTENDER.AI is a predictive AI and analytics solution designed to provide in-depth customer insights and predictions. Founder Dr Asanka Fonseka, PhD, a data and technology veteran, saw…

In the battle for customer hearts and minds, reliable metrics are critical. The Value Enhancement Score (VES) is a rising star, touted as a more nuanced predictor of customer loyalty than traditional stalwarts like Net Promoter Score (NPS) and Customer Satisfaction (CSAT). VES, developed by Gartner, measures how customer interactions impact confidence in a product or service. Gartner claims that it can capture the emotional shift towards commitment, predicting loyalty better than metrics focused on mere satisfaction or likelihood to recommend. Niraj Ranjan, CEO of Hiver says, “The essence of VES lies in its ability to shift the focus from…

In the digital realm, where physical interactions are limited, CX becomes the primary differentiator between brands. It encompasses everything a customer feels and experiences, from their first encounter with a brand to their post-purchase interactions. The quality of the customer’s experience can make or break an e-commerce brand. A customer’s journey with your brand starts the moment a customer stumbles upon your store, extends through their first purchase, and doesn’t end even when they need help or want to return something. Nicholas Kontopoulos, Vice President of Marketing APJ, Twilio, comments,“The convergence of e-commerce and customer experience will continue to shape…

Over the years, VoC (Voice-of-the-Customer) methodologies have undergone a remarkable transformation, evolving from traditional surveys to dynamic, multi/omni-channel programs powered by cutting-edge technologies. VoC programs have become critical for understanding customers, anticipating their needs, and driving successful business decisions. Voice of Customer (VoC) strategies serve as the cornerstone for businesses aiming to create exceptional customer experiences and drive sustained growth. David Lambert, VP & GM, Strategy and Growth, APAC, Medallia, comments, “The objective for businesses is not to gather customer feedback but to understand every customer experience and whether it’s meeting that customer’s expectations. This involves understanding the intent of…

Airtasker is a Sydney-based Australian company founded in 2011. Their platform connects people in need of assistance with individuals willing to lend a hand. Over 1.5 million jobs and tasks are handled by the platform each year. Airtasker has established itself as a trusted name in Australia. Recently, the company rebranded as it set its sights on global expansion. The rebranding strategy needed to reflect the company’s vision for the future and help it achieve its ambitions for growth. Angeline Lee, VP of Brand at Airtasker, comments, “For the next five years, we’re a scale-up organisation. We have a huge…

Digital transformation is the strategic use of technology to reshape business processes, operations, and customer interactions. When effectively implemented, digital transformation can significantly support your CX strategy by providing seamless, personalised, and efficient experiences. However, there are significant challenges to doing this successfully. Jane Tyzack, Founder and Managing Director of Change Playbook, describes the relationship between CX and digital transformation as, “A partnership where CX is the outcome and digital transformation is how you get there. CX is all about delivering great experiences to customers. Digital transformation provides the tools and strategies to make that happen. Without Digital transformation, organisations…

In an era defined by fast-paced living and the omnipresence of smartphones, our lives have become a series of micro-moments. These fleeting instances, where people turn to their mobile devices for quick answers or solutions, are shaping the way consumers interact with technology and the brands they do business with. Micro-moments are brief yet critical touchpoints in the consumer journey. They occur when people reflexively turn to their devices—often smartphones—for quick answers to immediate needs. Duncan Journee, CEO, Atomic.io, comments, “We live in an instant satisfaction world thanks to the ever-evolving digital environment. Micro-moments are those instances when someone goes…

The role of Chief Customer Officer (CCO) has evolved to become a crucial component of organisational strategy. CCOs are now at the forefront of driving business growth by championing customer-centric initiatives, fostering brand loyalty, and leveraging data-driven insights. Traditionally, companies were structured with a strong focus on sales, marketing, and product development. While these functions remain important, the CCO role has gained prominence as businesses recognise the need to put the customer at the centre of their operations. Margaret Foley, Chief Customer Officer at Simple, comments, “For me, the role of the CCO is everything that pertains to our existing…

With the rapid advance of AI impacting how businesses operate, organisations are starting to appoint heads of AI and Chief AI Officers (CAIO). Let’s dive into the responsibilities of these new roles,and look at what industries are starting to employ them. A CAIO is responsible for formulating and executing an AI strategy aligned with the organisation’s goals.This means identifying areas where AI can create value, set objectives, and define key performance indicators. Carl Gribble, Co-Founder of Dorothi AI, comments, “A CAIO plays a pivotal role in crafting an AI strategy by first understanding the company’s goals, strengths, and challenges. They…