Conference Day Two: Tuesday, 22nd September 2020

8:00 am - 8:30 am COFFEE & REGISTRATION

8:30 am - 8:40 am CONFERENCE OPENING by Conference Chairman – Robert Barac, ANZ

8:40 am - 9:20 am OPENING INTERNATIONAL KEYNOTE: Understanding The Innovative Customer Engagement and Personalisation Practices That H&M Engaged In Order To Become The UK’s 2nd Ranked Retailer in 2019.

Martin Kamphav - Global Head of Customer Experience, H&M - Sweden

With almost 5000 stores worldwide, H&M Group are leading the charge when it comes to attracting, engaging and retaining customers in the 21st century. In a world where customers have lower loyalty rates, H&M have innovated new techniques such as Digital ID profiles, connected payment methods, and Omni Channel platforms, to which they can maintain digital market relevancy and use customer data to trigger personalised information for customers based off movements and shopping behaviour. Martin Kamphav will present on how H&M are paving the way for innovation in the retail space, and their plans for growing their advancements in the APAC region.

  • Mapping the customer’s journey and analyzing this data to comprehend touchpoint areas where the customers are experiencing difficult, then investing in improving these areas.
  • Innovating processes that use customer data to trigger scheduled and personalised information to customers based off their movements and interactions with the company, whether it be in store or online.
  • Creating a digital identification program that boosts loyalty and commitment from customers and eases the payment process by removing payment processes in store and online via a single ID platform.
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Martin Kamphav

Global Head of Customer Experience
H&M - Sweden

9:20 am - 10:00 am CASE STUDY: Comprehending How To Tie Data From All Channels Together In Order to Improve and Deliver Stronger Customer Experience Management Across All Business Units at Cathay Pacific.

Walter Li - Head of Insights, Cathay Pacific - Hong Kong

Based out of Hong Kong, Cathay Pacific internationally employs over 30,000 people and operationally functions passenger and cargo services to over 200 destinations. In 2017, the company flew over 30 million passengers, however due to complications such as political and social unrest in Hong Kong, as well as other attributing factor, Cathay Pacific have been challenged in regards to a slight decline in productivity and market relevance. With this in mind, Cathay have been working hard to understand their customer data and ensure that all touch points are generating a frictionless experience for the customers, to ensure retention and attraction to the airline.

  • Utilising Data insights to understand what areas at Cathay Pacific require prioritised investment.
  • Responsibly managing and measuring the experience with real-time trackers and operational data to understand customer insights and interactions with the airline.
  • Understanding behaviour customer data and utilising this information to drive design and research to meet unmet needs of the customer.
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Walter Li

Head of Insights
Cathay Pacific - Hong Kong

Businesses that want to survive through massive shifts in customer options need to understand the evolving consumer expectations quicker and with higher accuracy. This requires unlocking new ways of understanding why consumers do what they do and what they will do next. Hear from CX leaders on how they are unlocking insights from consumers by utilising customer data to determine behavioral trends and adapting their CX to adapt and facilitate the trends.

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Christopher Douglas

Director Member Services - Pacific
Accor Plus

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Jason Smith

Director of Continuous Improvement – Sales and Customer
Foxtel

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Melody Smith

Head of Customer Product Disclosure
QBE Insurance

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Keira Hazell

Manager of VOC
Kayo Sports

10:30 am - 11:00 am MORNING TEA

CUSTOMER JOURNEY MAPPING AND EXPERIENCE DESIGN

11:00 am - 11:30 am CASE STUDY: Enhancing The Fan Experience Through Journey Mapping, Before The Ribbon Is Cut for 30,000 Spectators.
Tim Maillet - Deputy Director, Strategic Marketing & Student Recruitment, University of Technology Sydney
Kristin Haynes - Chief Customer Officer, Venues NSW

Venues NSW is the owner, coordinator and promoter of a portfolio of publicly owned sports and entertainment venues in NSW. It raises revenue through commercial activities such as hiring venues to sports and entertainment organisations, event ticketing, hospitality and catering. Kristin Haynes will discuss how they identified the key areas of focus to enhance the fan experience before the opening of Bankwest Stadium in 2019 as well as the on-going program for each of their venues including an insight into the new Stadium Australia experience when the doors reopen in 2023.

  • Identify, through research and data, where the fan experience is lacking and how to improve it.
  • Understand the “real” pain points and develop initiatives tailored to each venue.
  • The on-going role of journey mapping and personas to ensure the right areas of focus.

Chair:


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Tim Maillet

Deputy Director, Strategic Marketing & Student Recruitment
University of Technology Sydney

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Kristin Haynes

Chief Customer Officer
Venues NSW

CUSTOMER JOURNEY MAPPING AND EXPERIENCE DESIGN

11:30 am - 12:00 pm CASE STUDY: Exploring How UTS Increased Their Domestic Post-Graduate Enrolments Through Journey Mapping Techniques and Leveraging Existing Data to Identify the Personal Needs of Current and Future Students.
Tim Maillet - Deputy Director, Strategic Marketing & Student Recruitment, University of Technology Sydney

With over 46,000 students, University of Technology Sydney has become one of Australia’s highest performing universities since its establishment in 1988. In order to attract new students, ease the process of enrolment, and retain students into post-graduate courses, UTS has transformed their processes to ensure that their services are user friendly, digitised and meet the personal needs of each student. Tim Maillet will present on how he has lead faculty marketing and future student recruitment teams to adopt a 21st century approach to CX.

  • Evangelising faculties to strategise new approaches to course development and delivery with flexibility, innovation and necessity to attract prospective students.
  • Developing online and short course programs to accommodate post-graduate studies, and utilising CX insights to understand areas of prioritised investment and development.
  • Utilising journey-mapping techniques to understand where prospective students are dropping off and where personalised enrolment could otherwise retain them.

Chair:


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Tim Maillet

Deputy Director, Strategic Marketing & Student Recruitment
University of Technology Sydney

CUSTOMER JOURNEY MAPPING AND EXPERIENCE DESIGN

12:00 pm - 12:30 pm CASE STUDY: Analysing Customer Journey Data to Map Out Your Customers Experiences and Identify The Pain Points and Opportunities Throughout Their Journeys.
Tim Maillet - Deputy Director, Strategic Marketing & Student Recruitment, University of Technology Sydney
Monique Bate - Head of Experience and Engagement, Cbus Super

761,000 workers across Construction, Building and other allied industries are members of Cbus Super Fund, making it the industry’s largest superannuation fund. This has driven the organisation to improve its experience design for their growing customer base; in order to not only provide a superior product, but also a superior service and experience that gains the trust of employers and members across Australia. Monique Bate will discuss their development process to improve their CX and how they identified opportunities to become more customer focused, through data and analytics.

  • Experimenting with digital platform enabling software that relays realtime customer data and identifies areas of improvement and success.
  • Through research and development, understanding how to utilise customer data to advance processes, across CX channels.
  • Based off pain point identification, creating a foundation of strategies that will overcome and prioritise investment in areas, which require improvement.

Chair:


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Tim Maillet

Deputy Director, Strategic Marketing & Student Recruitment
University of Technology Sydney

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Monique Bate

Head of Experience and Engagement
Cbus Super

CX MEASUREMENTS & VOC

11:00 am - 11:30 am Utilising VOC Practices To Identify Which Pain Points Are Impacting Overall Customer Experience, Across Different CX Channels.
Jodie Davis - Associate Director – UniAccess Student Central, The University of Newcastle
Mark Young - Senior Manager, Sales and Customer Experience, La Trobe University

With over 38,000 enrolled students, La Trobe University is responsible for delivering a student experience that exceeds expectation. From classroom engagement to campus culture, the university must deliver a high quality program that supports students’ academic pursuits, and ensures that the University has a lead indicator to performance based funding metrics. Mark Young will present on how La Trobe University is listening to the students to understand where they can improve the overall experience.

  • Engaging with real-time feedback from students to understand what areas need prioritised development and improvement.
  • Providing a 360 view of student experiences – from classroom learning to support services
  • Utilising text analytics to determine if a student is at risk of withdrawing or needs further assistance

Chair:


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Jodie Davis

Associate Director – UniAccess Student Central
The University of Newcastle

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Mark Young

Senior Manager, Sales and Customer Experience
La Trobe University

CX MEASUREMENTS & VOC

11:30 am - 12:00 pm CASE STUDY: Understanding the Customer Experience Through Data Base Measurements and VOC to Indicate Which Touchpoints Require Prioritisation and Investment.
Jodie Davis - Associate Director – UniAccess Student Central, The University of Newcastle
Steve Hoffman - Customer Experience Lead, Bunnings

Over the past decade, Bunnings has grown and established itself as one of Australia’s leading retailers, generating revenue of over $13 billion in 2019. In response to physical growth and customer growth, Bunnings have invested time in understanding their customer data through measuring customer satisfaction indicators and VOC to understand their customers experience and the areas they need to invest priorities and time to enhance customer satisfaction. Steve Hoffman will present on how his team have introduced measurements of customer sentiment through VOC, feedback and surveys to respective areas and initiating projects throughout the organisation.

  • Simplifying the view of the customer’s journey to create a story that will translate to the adoption of CX values across your organisation.
  • Strategising with units as to how they should drive their approaches to enhancing the customer journey, through a simplified CX lens.
  • Utilising customer verbatim to paint a story as to what areas are creating inconvenience and require specific attention, particularly in regards to customer satisfaction and expectations.

Chair:

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Jodie Davis

Associate Director – UniAccess Student Central
The University of Newcastle

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Steve Hoffman

Customer Experience Lead
Bunnings

CX MEASUREMENTS & VOC

12:00 pm - 12:30 pm CASE STUDY: Combatting The Digital Challenge of Personalisation with VOC and Other Feedback Capabilities in Order to Engage Customer Base With Your Services.
Jodie Davis - Associate Director – UniAccess Student Central, The University of Newcastle

As one of Australia’s leading universities, the University of Newcastle is working towards personalising their student experience by developing their digital capabilities and installing a personalised website for students, which provides them with the necessary information they require to improve their on-boarding experience. Jodie Davis will present on the process of initiating this program, utilising student data to improve the digital service and, improving the digital experience for students all whilst maintaining an effective operational environment.

  • Understanding the student demographic and utilising student data from feedback and VOC practices to understand where students expect stronger services.
  • Uplifting digital capabilities through automation initiatives that provide personalised information to students about enrolments, census dates, student & campus life, exam timetabling etc.
  • Utilising roadmap and journey mapping pathways, to understand the areas within overall student experiences are underperforming, in order to understand where priorities and investment should be focused.

Chair:


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Jodie Davis

Associate Director – UniAccess Student Central
The University of Newcastle

12:30 pm - 1:30 pm LUNCH AND NETWORKING BREAK

CUSTOMER ENGAGEMENT & RETENTION

1:30 pm - 2:00 pm CASE STUDY: Uplifting Digital Capabilities and Creating Stronger Relationships With Customers Through the Creation of NAB Wealth’s App and Trigger-Based Program.
Joan Brierley - Assistant Executive Director – Drivers and Vehicles, Department of Transport WA
Lea Wright - Head of Customer Engagement and Corporate Super Marketing, NAB Wealth – MLC

As NAB’s Wealth Management Business, MLC aims to provide its customers with strong insights into financial opportunities, end-to-end financial solutions and access to a broad range of financial services. In an attempt to align themselves with customer’s interests and adapt to the everchanging technological environment, MLC have invested in uplifting digital capabilities by developing an app and trigger-based program, both of which provide personalised information to customers based on their data. Lea Wright will expand on how MLC have developed the initiatives and how she bulletproofed the experience and design to ensure continuous delivery.

  • Creating a relationship with customers by providing relevant and meaningful communication initiatives.
  • Utilising customer data and automation to develop a digital capabilities, which triggers automated and personalised communication to customers, dependent on their needs and expectations.
  • Strategising digital initiatives that will meet the demands of the customer whilst also uplifting and driving business outcomes.

Chair:


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Joan Brierley

Assistant Executive Director – Drivers and Vehicles
Department of Transport WA

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Lea Wright

Head of Customer Engagement and Corporate Super Marketing
NAB Wealth – MLC

CUSTOMER ENGAGEMENT & RETENTION

2:00 pm - 2:30 pm CASE STUDY: Developing an Organisation Wide Program at ACH Group That Will Enhance Residential Experience and Exceed Accreditation Standards.
Joan Brierley - Assistant Executive Director – Drivers and Vehicles, Department of Transport WA
Teresa Yeing - Head of Customer Experience, ACH Group

As one of Australia’s leading aged care organisations with over 1,700 staff and supporting more than 20,000 older people in South Australia and Victoria, ACH Group is working towards become and more customer centric organisation. In an attempt to combat the negative connotations towards aged care that the royal commission into aged care has had, ACH is putting their residents first, by installing a program that will enhance the residential experience and exceed aged care standards. Teresa Yeing will present on the steps they took to produce and develop the Good Life program at ACH Group.

  • Measuring promise and vision of Good Life for older people through efficient resident feedback.
  • Operating a customer experience strategy and roadmap that engages with aged care quality standards.
  • Leveraging accreditation standards to optimize resident experience practices and establish a program that utilises these standards at its advantage.

Chair:


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Joan Brierley

Assistant Executive Director – Drivers and Vehicles
Department of Transport WA

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Teresa Yeing

Head of Customer Experience
ACH Group

CUSTOMER ENGAGEMENT & RETENTION

2:30 pm - 3:00 pm CASE STUDY: Driving Quality and High Performing CX Engagement In The Growing Hello Fresh Contact Centre to Ensure Customer Retention.
Joan Brierley - Assistant Executive Director – Drivers and Vehicles, Department of Transport WA
Angela Grayson - Contact Centre Manager, Hello Fresh

In 2018, Hello Fresh delivered over 7.5 million meal kits worldwide to their customer base. Hello Fresh has continued to grow since its beginning and is creating a disruption in the grocery delivery industry, competing against the likes of Coles and Woolworths delivery services. However, Hello Fresh offers an experience to customers, creating meal preparation kits that assist with everyday living. In response to the rapid growth the organisation has faced, Hello Fresh is investing its time and efforts in ensuring its large contact centres are practices solid CX practices for their customers. Angela Grayson will discuss the following;

  • Mastering the Omni Channel Experience to increase productivity and drive further efficiency across the organisation.
  • Measuring the Quality of customer experience in the contact centre, using customer feedback data in real-time to improve retention.
  • Driving productivity through staff engagement and improved employee experience, across all contact points with the customer.

Chair:


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Joan Brierley

Assistant Executive Director – Drivers and Vehicles
Department of Transport WA

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Angela Grayson

Contact Centre Manager
Hello Fresh

AGILE CX INNOVATION

1:30 pm - 2:00 pm CASE STUDY: Developing A CX Lab and CX Leadership Capabilities Focused on Human Centered Design Dedicated to Improving Nine’s CX Processes.
John Rizzo - Director of Accelerated Growth – Customer and Strategy, Bupa Australia & New Zealand
Rich Rose - Director of Customer Service, Nine

Nine is Australia’s largest locally owned media company with investments spanning television, on-demand video, print, digital, and radio. Nine is accountable to providing media services to millions of Australians across the country and with this, comes responsibility to respond to customer requests and enquiries with care, experience and efficiency. Rich Rose will present on how Nine has developed a human centered design lab which works towards innovating and implementing CX practices which delivers an experience throughout all touchpoints across Nine’s organisation.

  • Aligning all business units within the organisation with the same CX values and ensure CX practices are looking through a customer focused lens.
  • Consistently innovating CX practices to ensure the organisation meets customer expectations and one-step ahead, through focusing practices around human behaviour and customer data.
  • Developing a physical space where Nine can design trials and research, based off data, and initiate programs across the organisation.

Chair:


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John Rizzo

Director of Accelerated Growth – Customer and Strategy
Bupa Australia & New Zealand

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Rich Rose

Director of Customer Service
Nine

AGILE CX INNOVATION

2:00 pm - 2:30 pm CASE STUDY: Changing the Interaction Landscape With Accor Plus’s 185,000 Members By Developing An Omni-Channel Platform.
John Rizzo - Director of Accelerated Growth – Customer and Strategy, Bupa Australia & New Zealand
Christopher Douglas - Director Member Services - Pacific, Accor Plus

As a membership based service that offers exclusive accommodation and dining rewards to over 800 hotels, 1100 restaurants in 18 countries, Accor Plus is accountable to the experience their members have, particularly in regards to retaining members and gaining new ones. Christopher Douglas will discuss how Accor Plus has re-designed their member experience by working on an Omni Channel project that will change their interaction with members and enhance membership engagement.

  • Accumulating and managing CX data resources more efficiently to create accurate and real-time CX insights.
  • Diversifying channels of communication with smarter channel resource management.
  • Evaluating the channels that need prioritised investment through identifying CX pain points.

Chair:


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John Rizzo

Director of Accelerated Growth – Customer and Strategy
Bupa Australia & New Zealand

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Christopher Douglas

Director Member Services - Pacific
Accor Plus

AGILE CX INNOVATION

2:30 pm - 3:00 pm Developing A Strong Digital Foundation Within Your Organisation In Order to Adapt to 21st Century Customers.
John Rizzo - Director of Accelerated Growth – Customer and Strategy, Bupa Australia & New Zealand
Jason Smith - Director of Continuous Improvement – Sales and Customer, Foxtel

Foxtel currently has around 2.9 million subscribers across Australia, providing pay for television services. Operating cable and direct broadcast satellite television, Foxtel has experienced in recent year’s first-hand the disruption that online TV & film subscription services such as Netflix, Stan and Hayu have had on the broadcast television industry. Jason Smith will present on how Foxtel have used the customer data and information, to combat the disruptions and work with the competitors to maintain competitiveness in the market.

  • Understanding the market and investing in technology solutions that re-invent your organisations approach to CX platforms, developing channels that adopt a digital approach.
  • Strengthening customer data analytics to guide real-time decisions, creating a view of the customer that addresses their movements and assist with predicting service needs.
  • Enhancing content management practices, through understanding customer data, in order to create a seamless digital environment across CX channels that address customers personally.

Chair:


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John Rizzo

Director of Accelerated Growth – Customer and Strategy
Bupa Australia & New Zealand

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Jason Smith

Director of Continuous Improvement – Sales and Customer
Foxtel

3:00 pm - 4:00 pm AFTERNOON TEA AND NETWORKING BREAK

4:00 pm - 4:30 pm CASE STUDY: Understanding the Link Between Employees and Customers to Enhance Overall Service Culture and Obtain an Attractive Operational Environment.

Joan Brierley - Assistant Executive Director – Drivers and Vehicles, Department of Transport WA

The Department of Transport WA provides strategic transport planning and policy, across the range of public and commercial transport systems that service Western Australia. Joan Brierley will be presenting on how the department has re-invented the employee experience by providing improved physical working environments, improving service delivery and usability, and attract new talent with choices and benefits.

  • Understanding how the department has enhanced service culture and delivery through optimising digital channels.
  • Improving the workplace’s physical environment with state of the art design and architecture.
  • Engaging employees with CX values that ultimately place the customer at the forefront of all operations and priorities.
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Joan Brierley

Assistant Executive Director – Drivers and Vehicles
Department of Transport WA

4:30 pm - 5:00 pm CASE STUDY: Moving Everyone in the Same Direction: Synchronising Customer Journey into All of Organisation Initiatives.

Melody Smith - Head of Customer Product Disclosure, QBE Insurance

QBE insurance Group provide a large array of insurance products to personal, business, corporate and institutional customers. Consistently ranking amongst the world’s top insurers, QBE employs over 14,000 employees and is responsible for delivering a high standard of customer service and experiences. Embedding customer journeys programs into all-of-company initiatives within siloed, complex environments can be challenging. Melody Smith will present on how large corporations like QBE can take their customer journeys to the next level by integrating them fully into organisational programs of work.

  • Understanding how to prioritise focus and investment, by identifying customer pain points across the organisation through complex and crossdepartment journey mapping techniques.
  • Highlighting the importance of creating a corporate environment that fully understands the necessity to be customer-centric, and ensuring all initiatives are being delivered across the company.
  • Ensuring all initiatives across the organisation are synchronised and address the same customer-centric values of the company.
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Melody Smith

Head of Customer Product Disclosure
QBE Insurance

5:00 pm - 5:30 pm CASE STUDY: Embedding Consistent CX Strategies Organisation-Wide and Using Quantitative Research To Strengthen Service Across Multiple Product Streams.

Karen Wynn - General Manager of Customer Strategy and Experience, RACQ

RACQ provides insurance to over 70% of QLD households, which is approximately 1.8 million people statewide. Due to its large membership base, RACQ has been working on creating consistent CX strategies across their multiple channels, in order to enhance the overall customer experience.

Karen Wynn will discuss how RACQ is working towards improving their CX delivery and maintaining consistency across all major CX channels, working towards maintaining a high NPS score and diversifying their touchpoints.

  • Implementing a new CRM service, organisation wide, in order to enable new CX plans and create consistency across the organisations processes.
  • Establishing a roadmap to delivering consistent CX across the organisation.
  • Utilising customer data from all CX touchpoints and implementing strategies that measure and highlight priorities for the organisation.
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Karen Wynn

General Manager of Customer Strategy and Experience
RACQ

5:30 pm - 5:30 pm CLOSING REMARKS BY CHAIRPERSON AND END OF CONFERENCE