CCO ANZ Hybrid Series - November Edition 2022

Overview

A common pattern in large organisations is business units working in silos and marketing initiatives creating channels and content on demand according to business needs, often under tight deadlines. So, when different teams have different needs at different times, communication and content gets created on an ad-hoc basis at different stages— with no regard for the overall business strategy. The result? chaos.

During this edition we cover:

Upstreaming the CCO role - Positioning CX as the forefront of the of CX design process and communication strategy

Moving from chaos to visibility and from visibility to optimisation

Aligning your CX with your brand and marketing strategies to ensure consistency and one single source of truth· In-depth analysis of the advancements in CX from the year that was

What to expect

• 20+ Speakers Full day program
• 2 Executive Roundtables with 40+ CCOs Sit-Down Executives
• 20:1 Practitioner:Vendor
• Intimate and content driven 150 Attendees

What we will cover

• The Real Business Value Data utilisation to work towards an end goal for both the customer and organisation
• Shape Your CX Evaluating technology through a customer problem solving lens
• B2C And B2B CX Creating a two-way human centred design to ensure better relationship building - one for customer and one for staff
• Thinking for Success Brainstorming to Final Product with CX

Agenda

• 8:30 am Customer Centricity 3.0- Strativity(Plenary) The new paradigm in customer centricity that challenges leaders to take their organisations to the next level in terms of behaviour, insight-driven decisioning, visibility and purpose.
• 9:00 am Connection and Relationships define Customer Experience(Plenary) There’s a growing awareness of the importance of customer experience in building a successful business. But what’s the best way to connect your people with your CX vision? What do we need to do as leaders to set the tone from the top and cover all fundamentals that would lead to a better customer experience? Culture, Processes, Mindset, Technology, and our impact as leaders all play a vital part and each are crucial to succeed in our CX strategy and execution. But we as leaders need to ensure we take a step beyond that and create the journey that would lead to a better: Sense of purpose The correct mindset Harmonised approach across all business units Join us as we get together with Kirsty Hunter to on a 25-minute talk to set the tone for the rest of the day.
• 9:25 am Fireside Chat: How FlightCentre got the FullStory into their Digital Customer Experience(Plenary) Founded in 1982 in Brisbane, Australia, Flight Centre is now one of the world’s largest business and group travel management companies, with over 2,600 travel consultants globally. Today, Flight Centre manages an ecosystem of software and procurement networks used by leisure and corporate travel agencies across 10 countries, spanning APAC, EMEA, the Americas, and Asia. Join this session to learn how Flight Centre partnered with FullStory’s Digital Experience Intelligence platform to understand the "Unknown Unknowns" and prioritise actions to take based on real-time customer behaviour to improve how hundreds of travel consultants use their software and a ccelerate feature adoption by aligning UX and dev teams for faster resolution - with the ultimate goal of delivering their customers amazing service while increasing bookings and revenue. The Result? 22% decline in booking fail rate 24% increase in usage of key feature Accelerated feature adoption by aligning UX and dev teams for faster resolution Drove data-informed feature updates Reduced user-impacting errors
• 9:50 am Morning Tea & Networking Break(Plenary)
• 10:30 am Delighting the Digital-First Customer with Effortless Customer Service(Plenary) Digital-first customer service has redefined ‘effortless’. Customers expect anytime, anywhere support that is personalised and consistent. CX teams continue to struggle with overwhelming contact volumes and inadequate technology for their agents. This session will discuss what businesses can do to offer exceptional services & hyper-personalised experiences.
• 10:55 am The challenges of driving growth in a scale-up and the role of CX in delivering the right proposition to market(Plenary) During this session we discuss the synergies in B2C and B2B customer environments. Join us as we get together with Sian Rowlands to explore the journey at :Different and the shift in the way the customer demographics are perceived and the impact on: CX growth and CX transparency Accelerated organisation growth Operational performance
• 11:20 am Going Beyond Data, The Human Side of Customer Experience(Plenary) Today, organizations and business leaders focus more on customer attention than ever before, because of the distinct advantage it provides in an increasingly competitive landscape. Added to this, adaptability helps organisations stay in step with increasing market volatility and complexity. Increasing reliance on data-driven CX sometimes comes at the cost of interrogation of the type of data organisations are collecting. The purely data-driven pursuit of customer centricity often turns into a race for the latest “breakthroughs” and tools – without the deeper context of what our customers truly value. So how can companies become genuinely customer-centric? During this session we get together with Marque Kabbaz who will remind us of the importance of human-centred system thinking to ensure we are measuring what really matters. We will explore the emerging trends of Multidimensional Me, Quantified Self, and Digital Boundaries, and how they represent opportunities to design the data we are trusting to guide our organisations forward. Join us as we dive into: Discovering what matters for your customers and your people Understanding your customers’ expectations and design the data you measure accordingly Delivering on customer centricity’s promise
• 11:50 am Lunch & Networking Break(Plenary)
• 1:00 pm The future of CX and What Will Need to Meet the Demands of The Customers(Plenary) Studies show that 86% of buyers are willing to pay more for a greater customer experience. so how can we measure and deliver that to them. Belinda has worked for some of Australia's leading corporations, from the Red Cross, Weight Watchers, Harris Farm and K-mart. No matter the size they all had different ways of targeting their customers and different issues. Here she takes us through some of the mistakes she often saw and how to fix these and some secrets she has learnt along the way. Join this session to learn: Generating actionable insights easily Delivering personalisation at scale Calculating your customer experience ROI
• 1:25 pm The Relationship Between CX and The Larger Organisation(Plenary) Transforming the customer experience (CX) isn’t about playing hard and fast. To succeed in the long game, companies need to manage it systematically. Doing it well is a game changer, which is why more than 70 percent of senior executives rank CX as a top priority for the coming years. But leaders also acknowledge that the days of instinct led customer experience are no longer an option. During this session we get together with Deborah Dolan of Bingo Industries to discuss the relationship between CX and the wider organisation and what the shift from instinct to insight looks like. What does CX look like when we take a Data led approach and how can we ensure that take the right steps towards using our data assets in a way to help deliver value to our customers.
• 1:50 pm Panel Discussion: Innovation vs. Technology(Plenary) “Experience” is a holistic concept within organisations, that is to say, internal and external brand experiences are concepts that are converging. There is a clear connection between Customer and Employee Experience and there is strong evidence and statistics demonstrate this. Research from The Employee Experience Advantage (by Jacob Morgan) found that companies that created an Experiential Organization, those with highly engaged employees had “20 % fewer employees, 40% lower turnover, double the average revenue and almost 5 times the average profit, when compared with nonexperiential organisations.” Today Jennifer will talk us through the WHY, the WHAT and the HOW: The why is firmly rooted in researched figures – bringing reason and meaning to the investment in CX and EX The what provides you with an understanding of EX and CX is for John Holland, how they are linked, and key fundamentals of both The how is both theory and practical based.

Speakers

• Belinda Dimovski · Principal Director Customer Strategy, Accenture Belinda believes that supporting an organisation to be more experience-centric (be it a product, service or employee) leads to better outcomes for the consumer and therefore a more engaged organisation in a state of continuous improvement. She is an experienced transformation executive who has held senior strategic and operational roles in multiple global organisations. She brings comprehensive experience in multichannel organisational challenges, customer strategy, contact centre management, marketing, training, digital products and communications. Belinda has a proven track record innovating strategic initiatives across diverse sectors including telecommunications (Optus), pharmaceutical (Pfizer Consumer Healthcare), health service delivery (Weight Watchers) and in the NFP sector (Australian Red Cross). She is a Telstra Business Women’s Award NSW finalist 2020, was named in the CMO Top50 2021. At Accenture, Belinda is heading up the marketing function for Accenture Song, helping marketers accelerate growth today while transforming organisations to be relevant to the customer needs of tomorrow.
• Yvette Mihelic · Director Customer Experience, John Holland Yvette has extensive customer experience expertise across industry and sector with a more recent career focus on public transport. Previous industries include Financial Services, Telecommunications and Local Government. Yvette has helped shape communities and cities – connecting customers with people and places important to them. She was responsible for the implementation of Opal (Electronic Ticketing System) across Sydney Trains and NSW TrainLink as well as the establishment of the multi-modal Revenue Protection division across all NSW Public Transport modes. She also delivered the Customer Channel Transformation Program which resulted in multi-faceted improvements for the way public transport in NSW interacted with its community, customers and visitors using transport in the state. Pioneering and leading On Demand Transport trials across Sydney, Yvette has been able to rapidly prototype, test and flex operational and customer experience design of innovative modes of transport. Most recently she is leading the customer experience division within John Holland’s Rail and Transport division and has designed, developed and implemented customer experience strategies for the division as well as several public transport contracts across Australia. She has a passion for delivering personalised and contextualised customer experience strategies that provide a continually improving customer experience while simultaneously delivering better performance outcomes for our clients and communities.
• Damon Etherington · Head of Enterprise, APAC, FullStory Experienced digital marketing professional with 10+ years consulting with brands on high impact digital strategy, with a focus on data & tech. I have extensive experience evangelizing emerging marketing technologies, enhancing customer experience and driving revenue growth across digital platforms. Proven track record of creating high value partnerships and exceeding goals. Passionate and results-driven with an entrepreneurial mindset.
• Brad Meehan · Managing Director, Strativity Brad is the Managing Director of Strativity Group. He has been at the forefront of helping organisations drive customer centric change for over 15 years. He advises leading brands globally and locally on how they can evolve their strategies and adapt their operations to deliver differentiated value and experiences. Brad brings expertise in strategy development, design thinking, operating model alignment, analytics, the psychology of change and large scale transformation programs. Prior to a move into consulting, he held executive roles in customer strategy and transformation in the financial services sector. He gained his MBA with distinction from Queensland University of Technology (QUT) in 2007 and has completed Harvard Business School Leadership Programs in Customer-Centric Strategy, Competitive Strategy and Change. Brad has also lectured in QUT’s MBA program in the fields of strategy and customer experience management and is a sought after speaker both locally and internationally.
• Kirsty Hunter · Senior Director Customer Experience Practice, Optus
• Marque Kabbaz · Executive Director CX and Digital, 303 MullenLowe
• Deborah Dolan · Head of CX, Bingo Industries
• Jennifer O'Brien · Founder of Stories Ink, Stories Ink Well-known business and technology journalist, Jennifer O’Brien, is the founder of Stories Ink, a content creation and event hosting business. O’Brien originally cut her teeth in the world of channel reporting, initially in her hometown of Toronto, before venturing to Australia in 20003 and joining IDG’s ARN magazine as journalist, features editor, events editor and associate editor. For over 25 years, she has covered the business and technology sector as a journalist, editor, content creator and event host and moderator for more titles including CIO Australia, CMO Australia, Computerworld Australia, and for various magazines and newspapers globally in Canada, and in Northern Ireland including The Ulster Star. With her extensive experience in both the channel and enterprise arena, O’Brien is a well-known face on the circuit as a speaker, event host and moderator for hundreds of executive roundtables, breakfast summits, panel discussions, Gala dinners, awards ceremonies, conferences, webinars, networking dinners, and specially themed events during her more than 15 years, working as senior writer, features editor, events editor and associate editor at IDG (now Foundry). As an experienced content creator, writer, communicator and public speaker, O’Brien has found her niche weaving ‘human-led’ storytelling into the realm of business and technology.

Partners

• FullStory FullStory’s digital experience intelligence solution empowers businesses to continuously improve the digital customer experience across sites and apps. At the core of FullStory is a powerful analytics engine that connects digital interactions to the metrics that matter most to businesses. FullStory proactively surfaces top opportunities to optimize digital experience, enabling teams to understand issues, prioritize fixes, remediate bugs, and measure the impact of those changes. With FullStory, product, engineering, and UX teams can align around the customer, break down internal information silos, and achieve company objectives together—faster. The end result? A digital experience customers love.
• Strativity For over 20 years, Strativity Group has led hundreds of organisations around the world into a new era of strategy, creativity and customer-centricity. We have impacted millions of customers and employees and created over $3B in commercial value. We take a disciplined, holistic approach to both design and activation, fostering profound cultural changes that support both the journey of a customer and the profitability of a business. We are expert analysts, insightful strategists, and action-oriented consultants, all focused on a single objective: building businesses by creating new value for customers, promoting excellence in customer interactions, and fostering a lasting commitment to exceptional customer experiences.
• Freshworks Our boilerplate: Freshworks makes it fast and easy for businesses to delight their customers and employees. We do this by taking a fresh approach to building and delivering software that is affordable, quick to implement, and designed for the end user. Headquartered in San Mateo, California, Freshworks has a dedicated team operating from 13 global locations to serve 50,000+ customers including Bridgestone, Chargebee, DeliveryHero, ITV, Klarna, Multichoice, OfficeMax, TaylorMade and Vice Media. For more information visit www.freshworks.com

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