The No. 1  Customer Experience Event in Australia & NZ

26 - 28 May, 2020 | Sydney

Conference Day Two: Tuesday, 28 May 2019

9:00 am - 9:10 am Opening Remarks from Conference Chair

Conference Chair: Monica Minehan - Customer Experience Lead, Vodafone
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Conference Chair: Monica Minehan

Customer Experience Lead
Vodafone

9:10 am - 9:40 am How USAA’s Industry Leading Service Culture improves the Effectiveness Marketing Spend, Elevates Customer Satisfaction & Maximizes Business Growth

Raed Moukaram - Executive Director, Member and Market Insights, USAA
A commitment to caring for their members has enabled USAA to remain competitive in the financial services industry for nearly 100 years. Nearly 5 years ago USAA strengthened this commitment to customer through introduction of the NPS and a focus on Nurturing a USAA culture with a continued focus on member satisfaction. USAA has received global recognition for this CX program and the results speak for themselves:
  • The highest NPS score in USA’s financial services sector and among the top 1% across industries
  • Consistent business growth for 8 years
  • More effective marketing spend

What’s the secret ingredient in this recipe? It’s the customer service culture. In this keynote address, Raed will share insights into:
  • Building the capabilities to incorporate customer surveys and untidy data into actionable insights for the business across all channels
  • Taking an iterative approach to sustaining a culture of service by making small tweaks to behavior based on customer data
  • Measuring the culture of engagement through employee experience and tying this to CX
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Raed Moukaram

Executive Director, Member and Market Insights
USAA

9:40 am - 10:10 am How Service NSW Became the Customer Centric One-Stop-Shop for NSW citizens Through HCD and Customer Engagement

Kylie DeCourteney - Chief Customer Officer, Service NSW
Service NSW is an award winning NSW Government initiative that was created over five years ago, providing access to more than 1,000 transactions online, face to face and over the phone including birth, marriage and death certificates, driver licenses and much more. Putting the citizens at the core of everything has been part of the DNA from day one and is in effect across the organisation at all levels. Frontline staff displays outstanding customer centric behaviours and values, focusing on making citizens lives easier, truly uncovering their problem and actively solving them. Join Kylie in this session to hear more about how Service NSW are transforming citizens’ lives:

  • Human-centered design is a core mindset across the organization; hear how this is applied whether defining strategy for the next five years, engaging with partner agencies, designing and delivering new services to NSW citizens
  • The importance and process for constantly engaging with customers to actively listen to their feedback and input, how this is key to driving effective decisions and ultimately focusing on what matters to them
  • How Service NSW moved from hundred of phone numbers and websites to just one unique phone number and website for our customers to engage with NSW government
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Kylie DeCourteney

Chief Customer Officer
Service NSW

10:10 am - 10:30 am MORNING TEA

STREAM A: Insights and Analytics

10:30 am - 11:00 am Cases In Delivering The Holy Grail Of Customer Effort Reduction Through Analytics
David Jaffe - Consulting Director, Limebridge Australia
There has been a tradition for customer experience measurement programs to ask customers for feedback on processes they have just been through. However, some more progressive organisations are now able to gain insights into their contacts and how they are handled without having to go directly to the customer to request the necessary data. Many companies are now using data analytics to stay better informed and so reduce customer effort. Cross-industry case studies explore:

  • ‘Failure demand’ reduction
  • Digital channel integration
  • Contact resolution measurement
  • How to measure and manage interactions that span all channels
  • Interventions which drive out effort for the customer and cost for the business whilst enabling a rethink of the measurement of frontline staff.
  • Techniques to revolutionise how and when we obtain customer feedback and reduce the likelihood of survey fatigue

Chaired By:
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David Jaffe

Consulting Director
Limebridge Australia

STREAM B: Experience Design & Customer Service

10:30 am - 11:00 am Improving Member Call Centre Experience through an Agile Approach to Outcomes Coaching
Kimberley Roberts - Head of Member Experience & Engagement, RACQ
RACQ are revolutionising the way the frontline call center staff interact with members; investigating and addressing pain points in an iterative fashion. Before April 2018 there was limited resources directed to improving the customer experience within this space; but by taking advantage of a pre-existing team of call quality assurance agents to identify the deep dive into re-occurring themes, RACQ has been able to improve both the member and employee experience with its new approach. In this session:

  • Partnering the Call QA team with Member Experience Design and Member Outcomes Coaching teams to create and deliver multichannel coaching content to team leaders
  • How ‘just in time’ coaching and the agile approach allows service delivery to be adjusted in real time
  • How this approach has been part of the broader cultural change and given a new face to the Call Quality Team

Chaired By:
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Kimberley Roberts

Head of Member Experience & Engagement
RACQ

STREAM C: B2B Customer Experience

10:30 am - 11:00 am Building an Exceptional Service Experience Over Time Through a Constant Focus on Customer Feedback
Darren Whitelaw - Chief Customer Officer, Service Victoria
Service Victoria was established to make it easier, faster and simpler for Victorians to things done with government online. Chief Customer Officer Darren Whitelaw will share how Service Victoria is meeting customer expectations:

  • How extensive research has helped develop a customer-centric platform
  • Keeping pace with the changing customer needs and technology landscape
  • How Service Victoria is continuously improving the quality of their service by learning from what customers say and analysing what they do

Chaired By:
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Darren Whitelaw

Chief Customer Officer
Service Victoria

11:00 am - 11:05 am BREAK TO CHANGE ROOMS

STREAM A: Insights and Analytics

11:05 am - 11:35 am How a Focus on Staff and Customer Love Enabled Lush to Become the 2018 Innovative CX Retailer of the Year
Emma Brady - Customer Experience Manager, Lush Cosmetics
Determined not to follow the pack, Lush is pushing boundaries to find an approach to CX which delivers the consistent, ethical, 5 star experience that the brand was founded on. Lush ANZ has taken a bold approach which includes choosing not to use the NPS, big data or big marketing spend so that they must rely on creating experiences which generate great word of mouth recommendations. In this session:

  • How Lush engages with a staff 1st strategy as the backbone of excellent business practices which includes utilizing strict recruitment criteria and giving managers complete ownership of the instore experience
  • Laying the groundwork before launching into the broader CX strategy by addressing underlying pain points like the customer care department’s outdated IT infrastructure
  • How UK best practices for CX had to be modified for the ANZ customer
  • How Lush’s is sustaining the commitment to operating as an ethical retailer and leveraging campaigns as an opportunity to engage with the customer
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Emma Brady

Customer Experience Manager
Lush Cosmetics

STREAM B: Experience Design & Customer Service

11:05 am - 11:35 am How Accor Hotels is Working to Improve RPS by Combining Cultural Change with Guest Journey Mapping
Dianne Morgan - Director of Guest Experience, Accor Hotels
Accor Hotels operates over 220 hotels and 21 000 staff Australia-wide. For them the challenge is creating a program which delivers a consistent guest experience across 15 brands and all hotels in an environment where customer experience is still very much reliant on the human element and customer demographics vary between hotels. The program launched June combined the cultural change piece ‘Heartist’ with guest journey mapping to provide hotel GM’s with the big picture while catering to the individual hotel’s idiosyncrasies and opportunities. Early improvements to the RPS have already been realized. In this session:

  • Overcoming the initial challenge of attaining exec buy-in through storytelling
  • How Heartist empowered staff to create connections with guests and deliver on customer experience
  • Driving uptake of Heartist across all brands and staff by working closely with HR
  • Examples of how hotels have been able to action insights to improve customer experience
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Dianne Morgan

Director of Guest Experience
Accor Hotels

STREAM C: B2B Customer Experience

11:05 am - 11:35 am Enhancing B2B Customer Experience Within Digital Transformation through Human Centred Design, Co-Design and Agile Delivery
Fiona Mahony - Experience and Business Design Principal, InfraCo- Telstra Wholesale
All of Telstra is currently in the midst of a massive digital overhaul aimed at replacing legacy systems, using data more efficiently and enhancing Customer Experience. Within Telstra wholesale (Infraco) this chiefly involves disrupting their own culture to start thinking, working and producing customercentrically. In this session:

  • What Digitisation really means in the context of Infraco
  • The unique challenges of the B2B environment
  • How Infraco is co-creating with their customers to better navigate the future together
  • How introducing NPS, advocacy teams, Human Centred Design and Agile Delivery have each played a role in disrupting the culture within Infraco
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Fiona Mahony

Experience and Business Design Principal
InfraCo- Telstra Wholesale

11:35 am - 11:40 am BREAK TO CHANGE ROOMS

STREAM A: Insights and Analytics

11:40 am - 12:05 pm Finding The Balance In B2B Digital Customer Experiences Using The Right Data and Insights To Drive Results
Companies often jump into digital transformation for B2B without fully understanding the context and ensuring that the right data is used to derive the right insights needed for B2B digital initiatives to succeed. Often, just superimposing B2C insights and data onto a B2B context is a recipe for failure.This breakout hopes to share relevant insights, tips, data, journeys and examples that help companies drive the right results for B2B digital initiatives.

STREAM B: Experience Design & Customer Service

11:40 am - 12:05 pm Customising the Human Centered Design Approach to Improve Outcomes for Business and Customer
Kylie Lewis - Head of Experience Design- Customer Transformation, Bupa
Bupa has been using HCD to solve customer and business problems. For a year they’ve been building capability and methodology in-house, in order to innovate more freely, without needing a consultant. The team has successfully delivered 4-5 MVP and are now shaping the practice to increase its flexibility and fit with business objectives. In this session:

  • How these capabilities and methodologies were built in-house
  • Overcoming the biggest challenge: convincing others HCD ‘wasn’t fluff’ through education and indisputable facts based on customer insights
  • Converting HCD from a process to a mindset to optimise efficiency and make the process more adaptable to individual projects
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Kylie Lewis

Head of Experience Design- Customer Transformation
Bupa

STREAM C: B2B Customer Experience

11:40 am - 12:05 pm Leveraging Sentiment Analytics & Journey Mapping To Tailor A Digital-First And Transparent Customer Experience
David Huggett - Customer Experience Director, Carlton and United Breweries
B2B businesses realize the importance of CX today but it’s a different story to translate this potential into tangible outcomes for the business and its customers who are increasingly demanding digital, simple and personalized service experiences. At CUB, David leads a digital transformation founded out of a deep understanding of customer data to deliver a record high NPS in the FMCG industry and in this session will show you just how by:

  • Leveraging customer data and sentiment analysis to improve understanding of needs and journey
  • Overcoming challenges with gathering reliable data to improve quality of insights derived
  • Interfacing customer interactions with a digital ordering platform that empowers customers to own their experience as well as improve internal operational efficiencies
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David Huggett

Customer Experience Director
Carlton and United Breweries

12:05 pm - 1:05 pm LUNCH BREAK

STREAM A: Insights and Analytics

1:05 pm - 1:35 pm Removing the Angst From Customers Through Adapting Available Technology and Process Redesign at Department of Agriculture
Andrew Agnew - Director, Client Contact Group, Department of Agriculture and Water Resources
3 years ago the Department of Agriculture moved into a service-led delivery model. Where before the Client Contact Group functioned more as a relay service, now, through asking just a few more questions of their inquiries they’re committed to responding to 90% of queries at that 1st point of contact. In this session:

  • How the Client Contact Group has repositioned itself as the ‘Front Door’ of the department
  • Process Redesign within the group which has enabled the team to accomplish more with less resources
  • How the group has adapted technology, rather than looking to new solutions, to better communicate with customers and each other
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Andrew Agnew

Director, Client Contact Group
Department of Agriculture and Water Resources

STREAM B: Experience Design & Customer Service

1:05 pm - 1:35 pm Putting the Front-line Service Staff at The Heart of Customer- Centric Culture for Enhanced Customer Service
Joan Brierley - Acting Director Customer Service Delivery, Department of Transport, Western Australia
Department of Transport Western Australia has been on a CX journey since the end of 2017. With already 80% of services and 400 000 customers online this journey focuses on improving the service culture within Department of Transport and enhancing the high value face to face experiences which take place in store. In this session:

  • Development and use of the ‘fresh think tank’; a forum for customer service staff to make suggestions for CX improvement which are then tested by a committee of representatives from across the organisation
  • Moving from a customer regulation to customer enablement environment through cultural change: how customer- centricity is changing all aspects of the organisation from business planning and communication with staff, to the prioritisation of IT investment
  • How feedback from customer service staff has having a real impact on the organisation: informing the design of their newest service centre in Success
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Joan Brierley

Acting Director Customer Service Delivery
Department of Transport, Western Australia

STREAM C: B2B Customer Experience

1:20 pm - 1:50 pm Redefining ‘Customer’ and Addressing the Community to Improve Customer Experience and Retention for CBRE’s Commercial Property Owning Clients
Shelley McDowell - Director, Customer Experience Strategy, CBRE
The customer team at CBRE are redefining both who the customer is and what good customer experience looks like in the world of commercial property. CBRE recognized the opportunity to better drive retention and attraction through addressing the needs of all staff employed in the building, not just the traditional customer; and have since set about building a brand and community around the customer in each of their premises. In this session:

  • How CBRE is generating authentic engagement with customer based on genuine insights
  • The George place case study: underpinned by insights, how CBRE worked with their client to create a community through better utilizing the space, hosting activities and integrated this activity through diverse communication channels, online and offline.
  • Improving the welcome process for new tenants by removing hassles and using journey mapping to know when and how to communicate with customers
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Shelley McDowell

Director, Customer Experience Strategy
CBRE

1:35 pm - 1:40 pm BREAK TO CHANGE ROOMS

STREAM A: Insights and Analytics

1:40 pm - 2:05 pm ‘No Silver Bullet’: How Auto & General Increased NPS by 20% in Under 2 Years
Rod Netterfield - General Manager Change and Customer, Auto & General
Lucy Rayment - Head of Customer Experience Design, Auto & General
In 2017, Auto & General set out to improve NPS by 20% by 2020 (i.e. a BIG goal to have happier customers). Through a series of coordinated projects, initiatives and activities, Auto & General have already achieved this goal, well ahead of target dates. Now the challenge is in continuing to improve customer experience and building trust, while also working towards meeting two other BIG goals: to have happier employees, and to drive better business. In this session, understand how:
  • Auto & General continue to build capability and leverage the insights provided by their VOC platform
  • How Auto & General have started their Speech Analytics journey to complement and supplement other data and insight sources
  • Bring together process and customer teams to identify opportunities to improve internal efficiencies, and identify candidates for automation and robotics
  • Design team are now using journey mapping to build empathy and understand customer needs to be able to build products and services ‘from the outside-in'
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Rod Netterfield

General Manager Change and Customer
Auto & General

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Lucy Rayment

Head of Customer Experience Design
Auto & General

STREAM B: Experience Design & Customer Service

1:40 pm - 2:05 pm Building and Embedding Customer Experience Capabilities within SunSuper through Technology and Organisational Culture
Karishma Mendiratta - Head of Customer Experience and Digital, Sunsuper
SunSupers’ customer obsession journey began in 2015 when technology and customer functions were brought together. While at first the motivation for the customer pivot was bottom-up, the organization has successfully been taken on the journey and now this direction is led from top-down. Having secured executive support, developed the maturity of each pillar within the customer team and embedded this structure in SunSupers’ overarching transformational work: SunSuper is about half way along on the journey. In this session Karishma will share the journey to date:

  • What has worked well in embracing customer obsession across the organization and what hasn’t
  • How SunSuper is working to scale the customer capabilities and answering some big questions in doing so, such as: what does the workforce of the future look like? What capabilities will we need?
  • Overcoming the challenges of the cultural shift, which have been the most challenging element on the journey
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Karishma Mendiratta

Head of Customer Experience and Digital
Sunsuper

STREAM C: B2B Customer Experience

1:40 pm - 2:05 pm Tying Customer Metrics to ROI through Utilization of the VOC Program
Katrina Schiedemeyer - Voice of Customer Leader, Oshkosh Corporation
Oshkosh Corporation produce heavy machinery and supply to 20 000 customers including the Their challenge was a lack of feedback across the customer base and the need to develop a suitable customer metric, knowing NPS wouldn’t be ideal.Oshkosh leveraged text analytics and VOC to identify metric that tied to ROI and were able to reduce claims by 45% in 2 years. This session will share:
  • How the Oshkosh Corporation Customer Experience program was created to leverage best business practice in ensuring it took off within the organization
  • The top obstacles that were overcame to create a great customer experience
  • How the organization leveraged VOC and text analytics to transform from a data rich, insight poor organization to one that has insights at your fingertips
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Katrina Schiedemeyer

Voice of Customer Leader
Oshkosh Corporation

2:05 pm - 2:35 pm AFTERNOON TEA & NETWORKING

CSAT and NPS have long been the stalwarts in CX measurement. Now that we’re all looking to differentiate our brand by offering an experience tailored to our unique customer, doesn’t it make sense to develop a unique set of indicators for customer happiness and CX performance? While the NPS and CSAT might still be a handy benchmarking tool moving forward, developing a measure more reflective of your customers’ interaction with your product could be the key to gaining competitive advantage and enhancing connection to the customer. In this panel discussion:

  • How has your organisation gone about understanding what your ideal ‘happy’ customer looks like?
  • How have you been able to collect information to track customer happiness/ satisfaction? Was this done through feedback? Or data? Or perhaps a combination?
  • Have their been any tangible changes in customer sentiment as a result of better understanding customer happiness?
  • Are there better approaches out there than the NPS and CSAT? Is there the need for the creation of industry specific NPS type indicator?

Panelists:
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Sheree Barratt

Customer Experience Manager
CBA

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Naved Khan

Head Customer Service & Operations (Seller) - Global Service Delivery
eBay ANZ

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Heather McGovern

General Manager Digital & Marketing
MyState Limited

3:05 pm - 3:15 pm Closing Remarks from Conference Chairperson

3:15 pm - 3:15 pm END OF DAY TWO