Author: Mark Atterby

The Australian small and medium business (SMB) sector is entering 2026 facing a paradox. While business owners report high levels of confidence and gold-standard performance, their customers are signaling a different reality. According to the newly released Thryv 2025 Business Index and Consumer Report, a widening “Experience Gap” has emerged. For the modern entrepreneur, simply “doing a good job” is no longer sufficient; the new challenge lies in closing a 25% disconnect between business self-perception and actual customer sentiment. Elise Balsillie, Head of Thryv Australia and New Zealand, comments, “When looking at the why behind the gap, it’s the details that…

On average only 5-7% of customers respond to surveys, and this figure continues to drop. This means over 90% customers are essentially ignored. These are the customers that are likely to churn without ever telling you why. Solving this problem, according to Head of Product, Josh Levin, is one of Cresta AI’s main missions. “Because we work across calls, emails, and chats, we can analyse the total customer journey to find where the real problems are. Traditionally, companies saw a 5% response rate on surveys. Using the data already living in their conversations, we now predict CSAT and NPS for…

For years, brands have focused on omnichannel presence, but the arrival of sophisticated Artificial Intelligence is transforming those channels from static touchpoints into a living, breathing ecosystem. In 2026, the brands that thrive won’t just be those that use AI, but those that use it to build deeper, more meaningful connections. The sheer scale of digital interaction is about to reach unprecedented levels. We are moving away from limited customer service queues toward a world of infinite, simultaneous dialogues. Angus Mansfield, Senior Vice President of Sales and Partnerships APAC at Sinch, comments,”AI agents will spark an explosion in conversation volume…

The traditional “omnichannel” approach is being replaced by something far more dynamic: a living ecosystem of intelligent, two-way dialogues. As brands move away from simple automation toward sophisticated “digital labour,” the focus has shifted from mere efficiency to deep, trust-based customer connections. To explore how these trends are manifesting in the Australian market, Mark Atterby from CXFocus sat down with Angus Mansfield, Senior Vice President of Sales and Partnerships APAC at Sinch. With a front-row seat to the explosion of conversational AI and the rise of Rich Communication Services (RCS), Angus provides a unique perspective on why 2026 is the…

The customer support landscape is transitioning from basic automation into the era of digital labour. Within modern service ecosystems, agentic AI marks a significant advancement over previous generations of support tools by moving beyond static responses toward autonomous problem-solving. Digital labour encompasses productive activities facilitated by digital infrastructures, where work is coordinated.It can also describe a hybrid workforce where AI “agents” work alongside human employees to increase scale and speed. Bernard Slowey, SVP of Digital Customer Success at Salesforce, comments, “In customer service, this means AI agents that don’t just answer questions or deflect tickets, but actively resolve issues using…

Since ChatGPT rose to prominence at the end 2022, CX technology vendors have been busy integrating the capabilities of Large Language Models (LLMs) and Gen AI into their software platforms. The aim has been to deliver more human-like, personalised, and efficient interactions at scale. Over the years, chatbots have evolved through several distinct generations, moving from being essentially online Interactive Voice Response (IVR) systems to becoming smart, flexible virtual agents powered by sophisticated AI. This evolution represents a fundamental shift from rigid, scripted interactions to dynamic, conversational experiences. Jarryd Tuyau, AI Lead – Asia Pacific, Genesys, comments, “Generative AI, combined…

The journey toward genuine customer obsession requires more than just good intentions—it demands a robust, organisation-wide strategy for customer listening. In 2018 IKEA embarked on a VoC program aimed at building a single source of truth about its customers and the business. IKEA’s need for its Voice of the Customer (VoC) program stemmed from its ambition to move beyond being merely customer-focused to becoming customer-obsessed, while managing the complexities of its unique global business model. The program was required to replace slow, inconsistent, and manually intensive data collection with a single, unified, and always-on system. Speaking at Ashton Media’s CX…

Failing to disclose an AI interaction, particularly one that results in a poor service experience, leads to negative sentiments and may push customers toward more transparent competitors. I recently interviewed Nicholas Kontopoulos, Vice President of Marketing, Asia Pacific & Japan for Twilio about the indispensable role of transparency and trust when implementing AI. If organisations want to be successful, winning over customers rather than alienating them, they must be on the front foot in terms of transparency. Nick also highlighted the need to focus on the problem you are trying to resolve and the root causes of those problems. Mark…

The student experience at Charles Sturt University (CSU), particularly for those studying online, has recently undergone a fundamental transformation. Moving away from a limited 9-5 phone based support service, CSU has adopted a modern, highly engaged, and student-centric approach. Historically, enquiry services at Charles Sturt University (CSU) were largely phone-only and operated within a rigid nine-to-five, Monday-to-Friday schedule. This created a significant service gap, especially considering that over 70% of students were learning online and often sought assistance outside of business hours—late at night or on weekends. Michael Buttsworth, Associate Director, Student Experience Service Centre, CSU, comments, “If students needed…

Kellie Hackney, ANZ Regional Vice President for Zendesk, identifies ‘contextual Intelligence’ as the dominant trend poised to disrupt both Australian and international markets, projecting that it will set a new CX standard by 2026. This paradigm moves beyond static systems, focusing instead on the real-time infusion of AI, data, and human insight to create experiences that are truly adaptive, personal, and predictive. In this exclusive interview with CXFocus Editor, Mark Atterby, Kellie Hackney unpacks the forces redefining customer interactions. In her responses, she highlights how cosmetics retailer, Lush, leveraged their AI agent to achieve a remarkable 60% First Contact Resolution…