Author: Mark Atterby

Imagine calling a customer support hotline, and the representative knows your name, understands your previous interactions with the company, and can offer solutions tailored to your specific needs. This level of personalisation is made possible through Knowledge Management (KM). By centralising customer data and interactions, companies can ensure that every touchpoint with a customer is informed by a deep understanding of their history and preferences. According to IBM, KM is the process of capturing, organising and leveraging an organisation’s collective knowledge and expertise. It involves collecting information, best practices, customer insights, and employee expertise and making this knowledge readily available…

Prominent Australian brands like Qantas, Coles and Woolworths have recently faced a storm of criticism with consumers questioning their priorities. While these companies rake in substantial profits, many Australians grapple with the burden of soaring living costs. Do Australian corporations genuinely care about customer experience, or are they more focused on maximising their gains at the expense of customers’ wallets? It’s true that a number of large corporations prioritise short-term profits, which can lead to neglecting customer experience. However, many companies recognise the long-term benefits of positive customer experiences, such as increased customer loyalty, repeat business, and positive word-of-mouth marketing.…

The following article is based on a recent Industry Report, “How great content engages your customers early in their buyer journey”, published by CXFocus. Initiating early engagement with customers serves as a vital strategy for brand awareness and product visibility. When potential customers are aware of your offerings, they are more likely to consider them when their needs arise. Imagine this scenario: You walk into a massive department store. It’s filled with aisles upon aisles of products. You’re on a mission to buy a new smartphone, but the options are overwhelming. You haven’t done your research yet, so you’re left…

Emotions play a crucial role in the behaviour and purchasing decisions of consumers. When customers form emotional connections with your brand, it bolsters feelings of loyalty and engagement with the brand. But building these positive emotional connections is a significant challenge. Understanding customers’ emotions, feelings and sentiments towards your brand and the ability to positively influence them, is central to most customer experience strategies. Rod Netterfield CCXP, Director and Co-founder of HUMIND explains, “Emotions and feelings are a core intrinsic part of being human. They greatly define our behaviour, our experiences and our memories as humans. This applies just as…

As Australian organisations struggle to compete in an increasingly complex and dynamic business landscape, the BPO (Business Process Outsourcing) industry is uniquely positioned to help. But the industry needs to go beyond its traditional value propositions around labour arbitrage and cost-cutting to help Australian businesses succeed. Mark Atterby, Editor of CXFocus talks to Ryan Rayner, Chief Customer Officer and Co-founder of iCXeed about how BPOs can help their clients build leaner, more resilient and efficient businesses. Mark Atterby (MA): Ryan, can you please provide a brief background on your career and current role? Ryan Rayner (RR): I have nearly 20…

Australia’s largest independently owned and fastest-growing telco, MATE, has incorporated the Australian cultural idiom of mateship in the way it treats employees as well as customers. Embodying a code of conduct that emphasises equality, loyalty, and friendship, mateship is embedded in Australian history and culture. From its founding in 2016 the company now has over 100,000 customers and is continuing with its exceptional growth. CXFocus editor, Mark Atterby, talks to Mark Fazio, co-CEO and founder of MATE, about their success in growing the business as well as their novel approach to employee and customer experience. Mark Atterby (MA): Hi Mark,…

Linking the voice of the employee (VoE) with the voice of the customer (VoC) can create a holistic view of an organisation’s performance. For a number of leading organisations this has proven to be a game-changer for their CX strategy and business. VoE refers to the collective opinions, ideas, and feedback of employees within an organisation. It includes their thoughts on various aspects such as company culture, work environment, processes, product or service issues, and customer interactions. VoC, on the other hand, represents the feedback, preferences, and expectations of customers regarding their experiences with a product, service, or brand.…

In today’s hyper-competitive business landscape, AI has emerged as a critical component of a successful CX strategy. By leveraging AI, businesses can expect to enhance customer satisfaction, streamline operations, and unlock new avenues for business growth. But how much should brands invest in AI and in what areas of their business should they be focusing on? The answers largely depend on the nature of your business and your specific goals. AI can offer numerous advantages that can propel your business forward, but it is essential to assess whether its implementation aligns with your objectives and overall strategy. Tim Sheedy, VP…

The efforts many retailers have made to enhance and personalise the online shopping experience maybe missing the mark with Australian consumers. New research from Power Retail has shown that 69% of shoppers feel that personalised suggestions and pop-up recommendations don’t influence their overall purchases. Each month Power Retail produce their monthly Trajectory report drawn from benchmarking data of over 10 million sessions per month. This data encompasses a broad cross-section of Australian online retailers and is combined with monthly survey data from 1,000 consumers. In designing personalised shopping experiences, the focus for a number of brands has been on generating…

Navy Health is a not-for-profit private health insurance provider for the Australian Defence Force community. Delivering an exceptional experience for members is core to its vision as an organisation and their long-term future. Lauren Reid is the Chief Customer Officer for Navy Health. CXFocus Editor, Mark Atterby, talks to Lauren about her career and her role at Navy Health. Mark Atterby (MA): Lauren, can you please provide a background to your career and an explanation of your role at Navy Health? Lauren Reid (LR): I have spent just over the last ten years in financial services, largely working with operations…