Conference Day Two: Wednesday, 30th May 2018
8:00 am - 8:30 am Coffee and Registration
8:30 am - 8:40 am Conference Opening from IQPC and Chairperson with Poll Questions from the App
8:40 am - 9:20 am INTERNATIONAL CASE STUDY: How Nordstrom Has Made It’s Name Synonymous With Customer Service Through Staff EmpowermentJyoti Shukla - Vice President of User Experience Nordstrom (UK)
Ask anyone in the retail industry what the first words are that come to their mind when they think of Nordstrom and they’ll immediately tell you its ‘customer service.’ It has taken the brand 116 years of complete dedicate to creating the finest shopping experience to build such a strong reputation and this success is underpinned by their employees.
- Empowering sales teams to listen, connect and provide exceptional customer service at every given point
- The transformation of the role of the instore salesperson to a digital entrepreneur/strategic leader
- Identifying key employee traits from different disciplines throughout the organisation to drive customer experience strategy
- Building a workplace that attracts talented people who will stand behind your brand
- Removing the traditional shopper paint points and rethinking ‘business as usual’
- Going the extra mile to evolve your relationships with customers from a mere transactional one to something more personal
Jyoti ShuklaVice President of User Experience
9:20 am - 9:50 am Thought Leadership Session
9:50 am - 10:30 am INTERNATIONAL KEYNOTE: Customer Experience Best Practice: Tesla the Disruptive
In the automotive industry, carmakers focus on the product and marketing of their products and leave the selling and customer service to their partners. Tesla doesn’t have any reselling partners and its electric cars do not require as much regular maintenance as a traditional car. More importantly, the retail location is not primarily focused on selling (unlike dealerships) but rather on allowing customers to experience the brand, its philosophy and get a feel for the car. As a result, Tesla is reporting loyalty and advocacy levels that are unheard of and a NPS score of 96.
- Taking ownership of the retail experience from initial interest through to post purchase to drive customer satisfaction
- Importance of a strong e-commerce channel to ensure personalization and customization of product
- Simplifying car buying to be as simple as placing an order on Amazon
- Creating a motivated and engaged team of ‘customer experience specialists’ to replace the traditional sales assistant
10:30 am - 11:00 am Speed Networking
11:00 am - 11:30 am Coffee and Networking Break
STREAM A: Insights and Analytics11:30 am - 12:00 pm THOUGHT LEADERSHIP SESSION
STREAM B: People11:30 am - 12:00 pm THOUGHT LEADERSHIP SESSION
STREAM C: Digitally Enabled CX11:30 am - 12:00 pm THOUGHT LEADERSHIP SESSION
12:00 pm - 12:05 pm 5 Min Transition
STREAM A: Insights and Analytics12:05 pm - 12:35 pm Driving the Customer Experience Instore Through Convenience Strategy and Effective Use of Data Dale Preston - Head of Insights Coles
It is clear that the supermarket industry is facing heat from online competitors who are underpinned by their price and convenience based strategies. In light of this, Coles is looking at how they can make the shopping experience easier and seamless. The strategy focuses less on ‘razzle dazzle’ and more on how you can give time back to customers. Coupled with this, Coles is making greater use of collected data to enable individual stores to take ownership of the customer experience.
- Making the boring basics easier
- Decentralising data operations to give stores the ability to enact change
- Understanding your customer, what they need from your store and what they enjoy spending time on
- Using data to create a one on one personalisation story
Dale PrestonHead of Insights
STREAM B: People12:05 pm - 12:35 pm Balancing Project Management Goals With Customer Experience Initiatives at Hudson Joanne Stone - Director of Customer Experience APC Hudson
Joanne’s role at Hudson is two fold. The first part is focused on project management and delivering strong financial outcomes to stakeholders in a timely manner whereas her other role focuses on heading up the customer experience function at Hudson. In this session, Joanne will focus on how you try and get your CX priorities up amongst a myriad of other front and back office projects.
- How do you help with making your organisation culture synonymous with customer centricity?
- How do you help justify CX initiatives amongst other organisational goals?
- Insider tips from someone who has tried to wear both hats
Joanne StoneDirector of Customer Experience APC
STREAM C: Digitally Enabled CX12:05 pm - 12:35 pm Eating the Elephant: Getting From Where You Are to Where You Want to Be Jason Reid - Head of Technology – Customer Australia Post
Jason’s role at Australia Post is heading technology for the Chief Customer Office. This looks into customer experience not from an idea creation perspective but rather at execution and bringing these concepts to life. Currently the focus is on boosting the NPS score of 16 by driving digital capabilities.
- Turning ideas into a reality to kick-start transformation
- How to eat the elephant and get from where you are to where you want to be
- The importance of breaking down tasks into achievable chunks
Jason ReidHead of Technology – Customer
12:35 pm - 12:40 pm 5 Min Transition
STREAM A: Insights and Analytics12:40 pm - 1:10 pm How zipMoney Has Revolutionized the Digital Consumer Finance Space Through Data Insights Johann Loibl - Head of Customer Service ZipMoney
zipMoney believe in the power of data to inform the provision of credit and provide customers with slick borrowing experiences. The company’s prime differentiator is its ability to tap into and digest both conventional and unconventional data from sources such as social media, device fingerprint, and transactional bank accounts, to make underwriting decisions quickly.
- Embedding the voice of customer and using this to identify issues and opportunities
- Break down siloes and walls in the organisation to drive operational excellence
- Fostering an environment of collaboration and how this intervenes with data, employee engagement and the customer experience
Johann LoiblHead of Customer Service
STREAM B: People12:40 pm - 1:10 pm Delivering a Consistent and Strong Customer Service Experience Across Multiple Product Streams Karen Wynn - General Manager of Membership RACQ
As a heritage brand RACQ is very well known and trusted for delivering strong customer service and high NPS scores. As part of their new corporate strategy, they are looking to diversify into new product streams, e.g. banking, by leveraging their existing brand. With multiple product streams, RACQ’s focus is on ensuring that they still deliver a strong customer experience and maintaining consistency in their relationship across all touchpoints.
- Developing a voice of customer program and looking into enterprise level journeys
- Setting a clear customer experience vision across the whole business and what this means for each part of the company e.g. product, digital and app development
- Drawing on design and experience data to become more customer centric and what this means for people capabilities
Karen WynnGeneral Manager of Membership
STREAM C: Digitally Enabled CX12:40 pm - 1:10 pm Increasing Customer Engagement With Life Insurance Through Investment Into Digital Channels Deirdre Boyle - Head of Marketing and Digital AIA Australia
AIA Insurance has launched the next phase of its plans to change the way people think about and engage with life insurance. After conducting focus groups, they identified the need to greater personalise their products and to make greater use of storytelling to explain the connection between them and their customers to make the value of their offerings more clear.
- Replatforming and redesigning the digital experience through human centred design
- Utilising digital as an enabler rather than just a channel
- Balancing employee experience and customer experience from an operational excellence perspective
Deirdre BoyleHead of Marketing and Digital
1:10 pm - 2:10 pm Networking Lunch
STREAM A: Insights and Analytics2:10 pm - 2:40 pm Leveraging Data Analytics to Reduce Customer Friction
iSelect has embarked on a CX transformation that will reimagine the way they serve customers. In an age of Uber etc. making it easy for the customer is now expected, but doing the heavy lifting for them will set organisations apart. This session will focus on how the iSelect ‘hood’ will reveal unique insights into reducing customer friction, providing an effortless experience and how iSelect’s proprietary iConnect modelling toolkit is helping to achieve this.
- The iSelect customer journey
- How iSelect is using analytics to personalise experiences
- The case for linking the brand promise with CX
STREAM B: People2:10 pm - 2:40 pm Developing a Customer Centric Culture Focused On Meeting Customer Needs First Time, Every Time Nathan Spence - Director of Customer Experience Queensland Department of Transport and Main Roads
After rolling out their customer experience transformation program – TMR are currently in stage 3 which focuses on developing and implementing cultural change across the organisation. This focuse on how you go from inventing the program and behaviours to actually making them real and tangible.
- How do you write and introduce the voice of the customer into every strategy and initiative
- Developing and implementing customer charter and measuring impacts
- Managing stakeholders e.g. engineers, contact centres and frontline staff to drive customer centricity
Nathan SpenceDirector of Customer Experience
Queensland Department of Transport and Main Roads
STREAM C: Digitally Enabled CX2:10 pm - 2:40 pm Increasing NPS by 40 Points Through Championing the Customer in Digital CX Initiatives Heather Svendsen - Head of Customer Experience and Digital PetSure
PetSure’s number of customers has risen from 45,000 in 2009 to 390,000 so far this year and they are currently processing 50,000 claims a month. PetSure is in the process of a large scale program to update their customer portal to reflect the move from purely transaction based to customer focused. After rolling out just one of their twenty three brands onto the new portal they have already seen NPS grow by 40 points.
- Preparing a business case for CX initiatives and showcasing value of programs to executive management
- Engaging customers in the process to ensure programs are user friendly, intuitive and reflective of the market
- Championing CX and working with operational and product heads to improve things for customers and going above and beyond
Heather SvendsenHead of Customer Experience and Digital
2:40 pm - 2:45 pm 5 Min Transition
STREAM A: Insights and Analytics2:45 pm - 3:15 pm Ned’s Case Study: The intersect Between Net Promote Scores and Innovation Christian Bowman - General Manager – CX and Engagement neds.com.au
Whilst NPS provides an extremely useful tool to understand the voice of the customer, it can also be beneficial as a means of sparking innovation. At Ned’s they use the measures of CX to make decisions on product and service and also identify areas of growth through gap analysis.
- Plugging into agile methodology and creating a fail fast mentality
- Translating feedback into user stories to help in addressing them
- Utilising data to understand retention and growth opportunities
Christian BowmanGeneral Manager – CX and Engagement
STREAM B: People2:45 pm - 3:15 pm Improving Customer Outcomes through a Dynamic Customer Advocacy Team Brendan French - Group Customer Advocate and Executive General Manager Customer Advocacy and Remediation Commonwealth Bank
Brendan French heads the Customer Advocacy team at Commonwealth Bank as the Group Customer Advocate and EGM of Customer Advocacy and Remediation. The customer advocacy function at CBA is divided into four functions; Advocacy, Prevention, Insights, and Remediation. In this session Brendan French will explore in detail how the Customer Advocacy team engages with customers, complaints and the community to improve customer outcomes.
- Learn how to build an effective customer advocacy team
- Considerations to be made when engaging with a very large customer base
- Understanding the importance of engaging with customers on
Brendan FrenchGroup Customer Advocate and Executive General Manager Customer Advocacy and Remediation
STREAM C: Digitally Enabled CX2:45 pm - 3:15 pm The Importance of Change Management Procedures to Ensure Effective Digital Experience Delivery Skye Nicholls - General Manager - Customer Experience Canon
Canon has completed a two year piece of work with 35 process initiatives that focus on improving the customer journey. A large part of this was streamlining and simplifying digital processes to remove friction. With a new tool, the team has been able to condense a sales process from 4 hours to 6 minutes which has allowed employees to spend more time with customers. As with any digital transformation, this has created a need for Canon to reevaluate their change management processes.
- The importance of staff to get things right the first time and quality over time spent
- Establishing customer metrics and how Canon has achieved an NPS of 79
- The impacts of going digital (redundancies, changing of roles etc.) and how to deal with the fallout
- Experience with and lessons learnt from their change management journey
Skye NichollsGeneral Manager - Customer Experience
3:15 pm - 3:20 pm 5 Min Transition
STREAM A: Insights and Analytics3:20 pm - 3:50 pm Evolving CX Strategy And Capabilities To Enable Predictive Analytics Into Customer Needs Fernando Samaha - Head of NPS NAB
Organisations maybe increasingly striving to become customer centric, but only those who can transform vision into action can succeed. NAB has made customer centricity their priority over the last 18 months in particular with a large project on using qualitative and quantitative data to drive the customer experience. As well as this, there has been a focus on empowering frontline staff to enable them to drive the best customer satisfaction possible.
- Creating consistent standards across the physical, human and digital space
- How you can measure the customer experience and the importance of defining this
- Understanding customer and banker pain points and removing them to create a frictionless transactional experience
Fernando SamahaHead of NPS
STREAM B: People3:20 pm - 3:50 pm Shut Up and Listen: How Simply Watching and Listening is Driving Effective CX Transformation Matthew Hingston - Head of Marketing and Customer Experience Greater Bank
As consumer behaviour changes and the term ‘banking’ is being redefined, the mutual sector is facing the challenge of how to remain relevant. Whilst most organisations look inwardly or to industry experts for advice on how to transform their business, Greater Bank has sort advice from the people that know them the best…their customers.
- Important lessons learnt from other industries and other eras
- Why effective listening is critical to overcoming the relevance challenge
- How to turn insights into actions through engaging channel owners and their staff
Matthew HingstonHead of Marketing and Customer Experience
STREAM C: Digitally Enabled CX3:20 pm - 3:50 pm How is Facebook Utilising Virtual Reality to Humanize the Customer Experience Jason Juma Ross - Head of Tech, Entertainment and Connectivity Facebook
Facebook has recently made an announcement that they aim to introduce 1 billion people into a virtual reality environment. Coupled with this in quarter one they will be revealing a standalone VR device. It is their belief that VR represents the ultimate empathy device and extends past the traditional parameters of voice, text and photos. This session will focus on VR as a new, futuristic dimension of customer experience – one that has proven results but is only being capitalized on by few.
- What are the commercial opportunities in this space and how do you integrate this without disrupting your overall customer experience?
- What should organisations be thinking about with VR and how can you use it to deliver brand?
- Where is virtual reality going from a roadmap perspective and how do we start paving the way?
Jason Juma RossHead of Tech, Entertainment and Connectivity
3:50 pm - 4:20 pm Afternoon Tea
4:20 pm - 5:00 pm How Thankyou Has Prioritised The Customer Experience to Drive Consistent Customer Satisfaction Scores of 97%Kate Maslij - Chief Customer Officer Thankyou
Thankyou is a social enterprise. We exist to help end global poverty in this lifetime by giving 100% of the profit from our water, food, body care and baby products to fund sustainable development work around the world. Thankyou was founded in 2008 with a clear goal of creating a consumer movement to help make a change in the world. Throughout the years, Thankyou has called on it’s fans and consumers to back them in disruptive marketing campaigns. Through the support of their customers, they we were able to see Thankyou water ranged in 7-Eleven, Thankyou body care ranged in Coles and Woolworths and raised $1.2M in 28 days from a pay-what-youwant book!
Inspired by our values of pioneering and excellence, in 2016 Thankyou embarked on the journey of furthering it’s customer experience strategy. Since then Thankyou has set company wide strategic goals, reshaped systems and processes and undertaken an internal culture shift which has seen the positive perception of our brand increase and customer satisfaction sit at a consistent 97 per cent.
- Why do things the way they’ve always been done before
- Internal culture affects the front line, focus on your internal pitch
Kate MaslijChief Customer Officer
5:00 pm - 5:40 pm Panel Discussion: Innovation and the Future of CX
Customer experience is a top priority for almost every business today, and the interest in the space shows no sign of slowing. To meet this need, technological innovation is moving at a vast pace. Previously considered out of reach for most organisations, ‘next-generation’ solutions such as IoT, AI and Machine Learning are becoming more attainable and are disrupting the way businesses interact with their customers. This interactive discussion panel will examine the CX leader of the future, who or what will be the disruptors, and how the modern the leader in the future.
- What will be the implications of the Internet of Things for CX
- What are the implications of replacing human-to-human connection with technology?
- How are businesses looking at the big picture to consider how they will transition their entire ecosystem effectively?