Author: Mark Atterby

The landscape of marketing analytics has undergone a dramatic transformation in the past two to three years, driven primarily by the surge in artificial intelligence. What was once a complex, data-intensive process is now becoming more streamlined and insightful, thanks to AI’s ability to automate and analyse vast amounts of customer data. “The last couple of years have marked the biggest advancement in the history of marketing analytics,” says Robin Marchant, Senior Marketing Director, APAC at Klaviyo. “Previously, deriving insights from analytics tools wasn’t the easiest of endeavours. You’d have to dig deep and cut data in many ways to…

At its annual Relate conference in Las Vegas, Zendesk unveiled the Zendesk Resolution Platform, a unified solution that integrates the company’s diverse technology offerings. Building upon AI, this platform is designed to provide increasingly sophisticated and personalised customer service experiences. “Resolution is the ultimate metric in customer service”, says Tom Eggemeier, CEO of Zendesk. “Our Resolution Platform makes AI truly effective for service, resolving issues efficiently. We’re also pioneering outcome-based pricing, where customers pay only for resolved issues, not just interactions. This is the future of customer service.” Underpinning the Zendesk Resolution Platform are five core capabilities: Mitch Young, Senior…

Australian business leaders must prioritise diversity and resist the potentially damaging trend of mirroring the United States’ recent retreat from inclusivity – a move that could significantly undermine workplace innovation and progress, according to Mary-Beth Hosking, founder of Quantum Transformation. She says, “Fostering a diverse workforce is not just a social responsibility but a strategic advantage. Companies that actively champion diversity tend to have stronger problem-solving capabilities, higher employee engagement and increased profitability”. While DEI initiatives can falter, often perceived as superficial and failing to tackle systemic inequalities, many businesses have achieved significant success with them. Beyond the ethical obligation…

Visit Site Last year, Officeworks was recognised with the Best CX Initiative Award at the Ashton Media-produced CX Awards. Driven by data and a focus on customer convenience, Officeworks launched the “I’m On My Way” initiative, a project designed to enhance the Click & Collect experience. Mark Atterby interviews Alyssa Milton, Head of Insights, Data & Analytics at Officeworks. Mark Atteby (MA): What did winning the best CX Initiative award mean to your team and organisation? Alyssa Milton (AM): Winning the Best CX Initiative award for the “I’m on my Way” initiative was an incredible honour for our Digital, CX…

The fight for customer loyalty has shifted to a new arena – the realm of artificial intelligence. Customers are becoming accustomed to the speed, efficiency, and personalisation that AI-powered solutions can deliver. They expect seamless interactions, instant answers, and proactive support. Commenting on findings from Zendesk’s seventh annual CX Trends report, Kellie Hackney, Regional Vice President, Zendesk ANZ, says, “The report explores consumer demands and what companies perceive as necessary for future success. We analysed two key perspectives: the consumer’s and the business’s”. The Zendesk report, based on insights from over 10,000 global consumers and business leaders, highlighted five key…

Australian businesses that fail to engage with AI, according to Mary-Beth Hosking, global keynote speaker and founder of Quantum Transformation, risk becoming uncompetitive and losing customer engagement. She says, “The AI revolution is here, and businesses that are misaligned and fail to adopt AI meaningfully risk missing out on the full potential of these technologies.” She adds, “As global organisations embed AI-driven solutions, businesses that fail to adapt risk losing relevance and market share. Preparing for these technological advances provides you with a stronger platform to pivot, enabling organisations to adapt to the evolving landscape,” AI’s potential is vast, extending…

Hyper-personalisation, the delivery of uniquely tailored experiences that address the individual needs and preferences of each customer, is no longer a futuristic concept. It’s rapidly becoming a reality, driven by the power of artificial intelligence (AI). As organisations move beyond cautious exploration and fully embrace AI, hyper-personalisation will become a key objective. AI and hyper-personalisation are poised to revolutionise how businesses operate. Dr Peter Stanski, Chief Technology Officer at V2 Digital, comments, “Historically, Customer Service and Developers have been responsible for designing Customer Experience (CX) systems. Today AI gives enterprises the power to redefine the entire spectrum of business operations,…

Contact Energy in New Zealand has passed significant milestones on its path to becoming a customer-centric organisation. Their achievement has been acknowledged with their recent wins in 2022 and 2023 CX Awards organised by Ashton Media. Mark Atterby from CXFocus talks to Claire Raeburn, Digital Transformation Practice Lead at Contact Energy in New Zealand, about winning the Best CX Transformation. Mark Atterby (MA): How has being involved in the CX Awards process and winning the Best CX Transformation 2023 impacted your team at Contact Energy? Claire Raeburn (CR): “Our team achieved significant recognition by winning the ‘Best CX Initiative’ in…

Pernod Ricard Winemakers, a global leader in wines and spirits, underwent a significant shift in its marketing and customer experience (CX) strategy. Instead of focusing their messaging on the product itself, they reorientated their focus on understanding their customer’s journey and what their products meant in the broader context of their customers’ lives. In this interview, Damian Madden Director of Consumer Experience & Digital Transformation at Pernod Ricard Winemakers, explains how the initiatives he has led brought about this change of perspective and how it impacted the business. Mark Atterby (MA): Can you explain how and why Pernod Ricard Winemakers…

Despite the significant investment in collecting and analysing customer data, many organisations struggle to effectively utilise the insights they gather. Simply gathering and analysing customer data isn’t enough. The true power lies in effectively distributing and acting on these insights across the organisation, particularly at the frontline. Equipping frontline employees with the insights, tools, and authority to make decisions in real-time, empowers them to address customer issues and implement CX improvements. Laurence Fox CCXP, Customer Experience Manager at Kapitol Group, comments, “Getting frontline employees to understand the customer journey, the touchpoints along that journey, and how they as individuals can…