CX Sydney Forum 2017: Guest Q&A With Australia Post’s Christine Corbett

Michael Barnes

Successful business leaders drive their organizations to create experiences that continually meet or exceed customer expectations. At our CX Forum in Sydney on May 9, Forrester thought leaders and a world-class roster of industry innovators will come together to explore the current and emerging best practices for the design and delivery of exceptional customer experiences in digital channels.

I recently caught up with one of our keynote speakers — Christine Corbett, chief customer officer at Australia Post — to discuss the importance of creating and nurturing a CX-driven culture. Here’s what she had to say:

How has the age of the customer affected the postal service? How have your customers’ needs evolved?

While the rise of the digital economy has created challenges for our traditional letters business, it has opened up exciting new opportunities for Australia Post in parcels. With the rapid growth in online shopping, our customers are looking for greater access, convenience, and choice in the way they transact with us. They are looking for omnichannel experiences: digital for simple transactions, with the option of face-to-face when they need more assistance. More than 50% of our customer interactions are now digital.

Our customers are also looking for more personalised experiences, particularly with parcel deliveries where they can elect to have their parcel left in a safe location of their choosing if they know they’re not going to be home.

What has Australia Post done to improve its customer experience?

We have four key customer focus areas that we have aligned our teams around: creating seamless experiences across channels; listening to customers and taking action; knowing our customers; and empowering our people.

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Forrester's CX Sydney Forum 2017: Deliver Exceptional Digital Customer Experiences . . . Or Else!

Michael Barnes

We’ve been busy finalizing the agenda and speakers for the forthcoming CX Forum in Sydney on May 9. That’s only eight weeks away!

Our focus this year is on exploring the current and emerging best practices for the design and delivery of exceptional customer experiences in digital channels. To put it more simply, we’re going way beyond the why and what to dig deeper into how.

CX and digital marketing professionals need to accelerate the pace of change, so for 2017 we’re deep-diving into four key themes:

  • The future of digital CX. How can you blend new technologies like bots, artificial intelligence, and digital assistants into your existing digital CX strategies? How do these new tools change customer behavior and expectations? And how will the practice of CX be altered as a result?
  • CX design and delivery. What are the best practices for creating innovative, distinctive customer journeys that cross functions like sales, marketing, and customer service? How can you truly embrace CX as a team sport?
  • Technology stack and strategy. How can CX and IT collaborate to tackle new thinking about CX technology strategy and management? How can these groups work together to drive the digital transformation of their entire organizations?
  • Creating and nurturing a CX-driven culture. How can you deliver sustainable, remarkable experiences? What does it really mean to instill a customer-obsessed culture and what are the hallmarks of a CX-driven organization?
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Join Us At Customer Experience Forum West In Los Angeles, November 14-15, 2012!

Moira Dorsey

Our Forum For Customer Experience Professionals in Los Angeles is just four weeks away — and we have some exciting news!

First, our final lineup of external speakers is confirmed. All of our main-stage speakers are from companies featured in our new book, Outside In — some of them are even the subjects of case studies in the book.

Many of you have asked us to feature more business-to-business content in our events, so in response, we have both Randy Pond, EVP of operations, processes, and systems at Cisco Systems, and John Taschek, VP Mof market strategy at salesforce.com. Both companies are in the book, and Randy is the executive sponsor of the program that won one of our 2012 Voice Of The Customer Awards.

In addition to Randy and John, we have Dr. Jim Merlino, the chief experience officer for Cleveland Clinic, a world-famous, $6 billion healthcare provider. The work he is doing is as applicable to organizations outside of healthcare as it is relevant to all of us who have ever been (or will ever be) patients.

We’re also excited about our main-stage panel on building a customer-centric culture with Nancy Fratzke of US Cellular and Kelly Harper of BMO Financial Group. Transforming a culture is one of the hardest things any of us will do, and both of these panelists have successfully done it.

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Social Media Has Transformed Customer Expectations At Every Step Of The Customer Journey

Jonathan Browne

After moving to a new apartment in September, I needed to get a new TV. My first instinct was to gather information from a few sources. I browsed online retailers to get an idea of prices, and I looked at manufacturers’ marketing content to understand the latest technologies like 3D TV. After all of that, I turned to consumer reviews and discussions to get a feeling for whether I would actually find those features valuable. (For example, some customer reviews helped me confirm that I didn’t want 3D TV.)

Where did I find those reviews? Everywhere — there are star ratings and comments on product pages at retail sites (like John Lewis and Amazon.com), technology media sites (like CNET) and manufacturer websites. Interestingly — I got the feeling that the manufacturers still aren’t entirely comfortable with the transparency that social media brings. They’d like to put a spin on the message, even if they can’t entirely control it — For example, Panasonic’s UK site has a page that promotes “5 Star Reviews Of The Month” (see the screenshot below). I can't think of a situation when I'd want a firm to guide me only to the most positive reviews of its products. Can you?

 

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