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18 May 2010

A. Lisa Pogonoski, General Manager, Customer Resolution, Westpac: Changing the Focus on Customers through Complaint Handling

When Lisa Pogonoski took over all complaint handling at Westpac, she saw it as a much bigger opportunity than handling complaints well. With Royal commissions and extra regulatory scrutiny, she saw the opportunity to drive broader customer improvements across the business. First, she had to earn credibility by handling complaints in a fair way. Then she started using the data and stories to drive change into many parts of the bank and to demonstrate the need for change and uncover more systemic issues. Join Lisa to see how you can really treat complaints as gold.

B. Leah Monica, Assistant Vice President, Member Service Centers, Costco Wholesale: Thinking outside the big box: How CostCo had to redesign itself

Costco in the United States has been through three dramatic changes in the last six months. Moving 1900 membership support staff to at-home work was a challenge but simultaneously the business saw exponential growth in ecommerce and a dramatic change in the mix of inventory. This has forced them to challenge and change multiple dimensions of their operating model. Seattle based Leah Monica, who leads the member support function for this amazing US$150b business, will describe the most dramatic changes in her thirty-three years in the company. She will also cover some interesting lessons learnt in changing feedback mechanisms and their part outsourced model. This will be a unique chance to learn from one of America’s most admired businesses with an NPS of 79.

C. Peter Walker, Assistant Commissioner, Enterprise Services and Technology, Australian Taxation Office: Super, Keeper, Boost: the ATO’s covid response

The ATO has taken on some massive challenges through the COVID pandemic. Moving 20,000 staff to at home work was challenging enough, but the ATO has also had to administer over $50b in stimulus payments and handle contact volumes 30% higher than any prior peak using 2000 more staff. In this discussion, Peter Walker, our former CCOF member, will discuss some of the strategies the ATO used and what they have learnt in managing such a huge change for customers and staff. We think this represents one of the great success stories through the COVID crisis so join Peter for a discussion of change made at scale and in rapid time.

D. Genevieve McLean, Senior Manager - Customer Care Standards, Optus: Consistency, Consistently: How Optus created one set of Standards to enable consistently amazing customer experiences, every time

With global customer care operations spanning 4000+ people in 14 different sites throughout Australia, India and the Philippines, and with multiple BPO partners, in 2018 Genevieve McLean helped Optus understand their unpreceded opportunity to have stronger consistency throughout the operations to improve CX and EX.
Gen will share with us how she and her team developed a Globally award winning Standards program underpinned by quality assurance practices, strong governance, data driven risk interception and mitigation, and a unyielding commitment to the most important asset Optus has… their people.
Gen will also share how the Standards program enabled Optus to pivot with agility during COVID19 to keep their customers connected, and their employees safe.

E. Steve Simpson, International Speaker and Author: Nurturing Culture in a Virtual World

Workplace cultures were important prior to the pandemic, but there is a sound argument that now they are even more vital in helping organisations sustain performance and workforce loyalty. As organisations have become more virtual, mechanisms to build and maintain culture have also evolved. In this session with Steve Simpson, you will be re-introduced to his concept of UGRs - unwritten ground rules - used by organisations across the world to understand and improve their cultures.
Steve will explore how the 'culture cues' have changed in a virtual context - those signs that we used to rely on to form our understanding of 'the way we do things around here'. This has implications for leaders in monitoring and nurturing culture. Steve will also explore four cultural attributes that have emerged as more important in virtual workplaces that ensure positive, productive and successful workplace cultures.

F. Tim Bennett-Williams, Head of Service and Support, MYOB: Multi-dimensional change at a digital native: the MYOB story

The transition to working from home for MYOB was relatively seamless as those capabilities were already mature in the business. Their challenge was in handling the avalanche of enquiries from customers dealing with job keeper and payroll issues that their products support. This didn’t stop the company’s broader transformation agenda. Through this period, they continued with business restructuring and a build out of virtual processes for all HR processes such as recruitment and training. They quickly recognised that virtualising everything was essential. They are already on their second generation of virtual processes demonstrating their agile software heritage. This case should be a great illustration of the flexibilities and capabilities that may be essential in a post COVID world.

A. Chris Crook, Founder & Managing Partner, Nature: Whose data is it anyway? What Australian’s understand and think about their data and its use

Market research specialist Nature have conducted unique research to understand Australian attitudes to use of their data. They will share what Australians do understand about how platforms use their data and separately how their trust becomes eroded. The findings demonstrate four segments with different attitudes to privacy their different demographics and their implications. This discussion will cross into industries like financial services where the trust equation has changed and also reflect on the governments experience with the My health data. This should be a valuable discussion in how the trust landscape is evolving as Australian’s come to understand how their data is used.

B. Gavin Lewis, Chief Operating Officer, Green Peak Energy: Building Trust with businesses in an industry that isn’t trusted

Green Peak Energy is a start-up that is growing rapidly by working with businesses to partner with them to save cost, provide financial certainty and enable a renewable solution. To do that Gavin and his team have put in place a number of mechanisms to overcome the trust deficit that exists in the energy industry. Gavin will describe some of the structures they use to get business customers to sign up to long term agreements such as clarity of pricing and simplicity of exit arrangements. He’ll share the level of control they have given customers and the challenges start-ups face to build credibility in an industry where the incumbent distributors are threatened by his business model but have a key role to play. This is will be a fascinating insight into how challenger businesses can build compelling offers by rethinking the value chain in an industry to specific markets.

C. Brad Moult, Head of Data Services, Data Republic: Lessons in balancing personalisation & privacy for customers in a regulated data world

Regulation of data is a hot topic after the European GDPR and our governments progress to Open banking. Data innovation, use and personalisation is therefore more complicated for Chief Customer Officers as they seek to balance the imperative for world-class, personalised customer experiences - while at the same time protecting privacy and data ownership. There is a delicate balance to maintain customer trust in use of their data and the mechanisms now available to use it for their benefit. In this discussion Brad Moult of Data Republic will share examples where organisations are collaborating to win customers and personalise experiences. He will explain best practices that protect privacy but enable sharing and use of data. His case studies will illustrate examples that have been effective for organisations and customers whilst being compliant.

D. Dan O'Neill, Founder & Principal Consultant, OpExtion: The CBA inside story: Lessons in processes, culture and trust and the impacts of the Royal Commission and APRA

Prior to and during the well-publicised APRA review of CBA and the issues raised at the Royal Commission, Dan O’Neill was the inaugural Chief Process Officer and acting EGM of Group Operations at CBA. In this role Dan had created and implemented an Enterprise Process Architecture framework for the Group including process governance for High Impact Processes. For the first time, end to end risks, controls and process performances were being reviewed, understood and monitored in a single view and common language for the key lending products.
Dan will share the challenges and issues he faced and had to overcame to embed this new end to end performance leadership, much in common with the issues raised by APRA and others. He will explain how silo mentality continues to significantly impact sustainable performance improvements and how all organisations need to think differently about processes, operations and risk. He’ll also describe why trust continues to be a major challenge for the bank, it’s customers, staff and stakeholders. He’ll chair a discussion on what these lessons may mean for other industries and organisations as there is increased focus by regulators for executives to demonstrate that they understand end to end business processes and are capable of resolving issues and risks impacting customers.

E. Joan Brierley, Acting GM, Manager Driver and Vehicle services at Department of Transport, Western Australia Balancing staff and customer empowerment with regulation and oversite at Transport WA

Joan Brierley and the team at Transport WA are redefining the purpose of these government services. Joan has changed the attitude of staff to their work by making the true purpose of their roles clear. This case will show how restructured business rules and process can empower staff and produce major improvements for the business and customer. Hear how the team transformed processes and the customer experience by questioning legacy business rules, redefining structures and trusting front line staff. However, these changes also created new risks and Joan will describe how she has tried to address these risks with changes to culture rather than greater measurement and scrutiny. The discussion will also cover the challenges in engaging staff continuously.

F. Sean McBride, General Manager Motor Claims Claims & Assessing Auto & General Holdings: Balancing trust, profit and regulatory expectations in insurance claims

General insurance claims are the definitive moment of truth for the customer and company. There is a simmering tension between customers need for a claim to be paid and the insurers need to validate and control. At Auto and General, Sean McBride has been leading a transformation of end to end motor claims and has worked to change the balance between trust of the customer and financial outcomes for Auto and General. He will share many of the successes of the change process and describe the cultural drivers in their business that question customer trust. He’ll also show the impact of the rapidly evolving expectations of industry participants, including changes following the Royal Commission, evolving attitudes towards the conduct of a claims business and the lessons in adapting the balance of trust in any process.

G. Sam Bartlett, Chief Marketing Officer, The Australian Red Cross Blood Service: Forgiven not forgotten – lessons in recovery from breaches of trust

The Red Cross Blood Service model is highly dependent on trust. Three years ago the service experienced one of the largest data breaches in Australia. For an organisation that needs data to drive blood campaigns this was a serious threat of loss of trust and data access. Samantha will describe the mechanisms they used to recover from that situation but also the inevitable reactions internally and the lasting impacts on culture and process that resulted. She’ll also describe the speed with which customers trust was recovered and how Red Cross Blood Service needs data and trust to be effective as the major source of blood in Australia.

H. Raed Moukaram, Executive Director Member/Customer Experience & Market Insights, USAA: Maintaining a Culture of Service Built on Trust in the Face of Changing Headwinds

In 2018 USAA topped the US NPS scores in both banking and insurance yet again.  This remarkable business has maintained a reputation for service excellence for decades and has over 13m happy customers. It is no accident and Raed will describe how this great culture and the associated processes are built and nurtured. He’ll also share USAA’s continuous focus on building build and enhancing trust with customers. The discussion will also touch on the challenge posed by regulation and other trends that are making it harder to deliver sales and service in an organic and customer driven way.  This is a unique opportunity to get some insights from one of the worlds’ most customer centric businesses.

A. Deanne Martin (SEEK): Strategies to unlock the Potential of the Millennial Workforce

Deanne Martin took over SEEK's Customer Service function to find it in its' traditional place at the bottoms of the food chain. In this case Deanne will describe a range of mechanisms she has established that has had amazing results in engaging a largely millennial workforce and at the same time engaging the business in customer improvements. The tools and tricks include providing executive access to real time access to customer chat and hackathons engaging front line staff in whole of business. problems. Deanne has also proven the case for forward recruitment, uses staff to hire and induct their colleagues and uses blended cross channel work from home to create an engaging workplace. This case study will be full of ideas with proven results that you can take to any business.

B. Rochelle Stokes (Global Hyatt Corporation): Hyatt's Lessons in Evolving Agents from Home Globally

Fifteen years ago, Hyatt's main U.S. Contact Centre was full, so by necessity they started home-working. The model has been through many iterations and is now a fundamental to the way Hyatt thinks about working with staff and looks to engage with different potential parts of the workforce. Rochelle Stokes will share how the model has evolved and what adaptions were necessary for Australia. She'll describe the different elements that have been tried and what worked and didn't to engage staff with their business. Rochelle will also compare and contract with the outsourcers they use. This case will cover one of the most mature businesses in home work globally.

C. Julie Armstrong (uno): Breaking the Broken Broking Business Model at uno

The Banking Royal Commission has identified many issues with Mortgage Brokers. Fintech uno is one of two major new emerging digital brokers that plan to fill the trust gap that poor broker behaviour has created. Julie Armstrong will describe how uno has rethought their customer value proposition to form more valued customer connections, in ways that start-ups have to do. She'll describe what has changed and lessons from their previous iterations and how digital brokers can offset the negative perceptions and issues that have been well documented. This will be an interesting case in how re-intermediation and disruption can work hand in hand.

D. Gerry Gaffney (Information & Design): Lessons in Success and Failure in Connecting with Staff and Customers through UX Design

Gerry Gaffney is one of Australia's foremost experts in UX Design and has been helping organisations get it right for over twenty years. He will share a variety of cases in this session spanning the public and private sector and talk about the common UX themes and processes needed for customers in any industry. He'll share lessons such as the importance of non-technical prototypes in design and why designers can never second guess customer or user behaviour. The cases will showcase lessons from successful applications but also describe the lessons from those that haven't worked well. He'll cover what customer thinking is needed to create effective interactions across all forms of self service from websites to IVRs and apps.

E. Jo Devery, (Winning Group): Winning Retail Formula - Building a Culture of Customer Obsession

The businesses of the Winning Group have grown dramatically in the last decade and they are opening stores while others go under. Hear how the customer obsession pervades all five businesses in the Group and all 700 people who work there. Jo Devery will describe how the the customer experience of bricks and mortar stores, two store types and their online business, has been tailored to the needs of those customers to provide award winning interactions. She'll also share how customer measurement pervades the business and the tools and tricks that Winning use to create a customer obsessed business.

F. Nicola Lambie (CUA): Personalising Personal Banking - the iM CUA Story

Hear how Australia's largest credit union, CUA has delivered an Australian firs mobile app that allows members to choose their own personal banker, allowing members to chat to the same person every time and build connection. The game changing iM CUA initiative brings together personalised service and convenience of the technology to deliver digital banking with a human touch. In this session, CUA Head of Sales Transformation, Nicola Lambie will explain how the channel has linked in with service through other existing channels like branches and the learnings about member preferences to use the app for both sales and service. The app is an example of how collaboration with international peers and technology partners has allowed the credit union to be the first to market with a concept that rewrites the digital banking playbook, positioning digital as a channel for human connection, rather than a a channel that removes people from the interaction.

CASE STUDIES

 

Connecting with the Customer

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18 May 2010