Customer Experience Management (CXM) | What it takes to be truly customer first

Customer Experience Management (CXM)
What it takes to be truly customer first

CXM means orchestrating and delivering the end-to-end customer experience across every touch point, at any time, at scale. It requires customer-centricity, cohesive technology, and a deep respect for data hygiene from every team in your business. It isn’t easy, but neither is risking being replaced in the digital era. Hear from the digital leaders that are taking a CXM mindset to their content creation, marketing, advertising, analytics, commerce and more.

CXM Made Possible Through Voice

Alexa, is my flight running on time? Brands like Qantas and Virgin are turning to voice to answer customer questions as quickly and efficiently as possible. With 91% of brands now investing in the new tech, voice has become a new addition to many business’ customer experience strategy. The question is: should every brand be experimenting with voice, and how do you get it right? Kate Burleigh, Alexa Skills Amazon ANZ Country Manager, shares her advice on adding voice to your CXM strategy.

CXM Made Possible When Communicating B2B

As Marketing Director for Optus Business, Karen Negus knows delivering on CXM is a momentous task. The B2B telecommunications provider needs to understand every client's business model, customers and employees to uncover pain points to deliver success. Karen is prioritising CXM across marketing, sales and delivery teams, turning this broad scope into intimate engagement and deep client understanding. Hear Karen explain how Optus Business is reimagining their market strategy, data management processes and business culture to put customers first.

CXM Made Possible When Communicating B2B

CXM Made Possible By Understanding Your Audience

Do you really know your customer? As Head of Audience Automation at TEG Analytics, Daevid and his team have been using TEG’s rich pool of consumer information — representing the largest first-party customer database in Australia — to understand audiences and deliver customised experiences. Daevid shares why taking control of your customer data is the cornerstone for any CXM strategy.

CXM Made Possible Through Responsible Advertising

Advertisers today have the power to play a crucial part in the entire customer journey, feeding insights back into the business to improve efficiencies across all brand activities. This may be the dream state, but Gai Le Roy understands the challenges that advertisers need to navigate first. As CEO of the Interactive Advertising Bureau (IAB) – Australia’s peak standards body – Gai shares her perspective on the influence that advertisers have on the customer journey and how this impacts privacy, consumer respect and partner relationships.

For more on how digital advertising has transformed over the last 25 years and we’re the industry is headed, read our 25 Years of Digital Advertising Report.

CXM Made Possible Through Responsible Advertising

CXM Made Possible in a Competitive Tourism Industry

South Australia Tourism Commission (SATC) represents a small state that packs a huge punch when it comes to delighting travellers. As Executive Director of Marketing, Brent Hill leads a small team that has become expert at grabbing the short window of consumer attention through innovative digital campaigns. Brent says the key is efficiently harnessing the data available to inform your next move – an act easier said than done. Discover how SATC is delivering contextually relevant
experiences in a hyper-competitive industry.

The most dominant theme emerging from this year’s 2019 Digital Trends report, produced by Econsultancy in partnership with Adobe, was the importance of customer data, and using it efficiently and effectively. Read the report for more.

CXM Made Possible in a Commoditised World

Mitchell Mackey is convinced that the customer experience matters now more than ever. As Marketing Director for Ansell, the rapid product and service commoditisation he faces from global competition only underlines his goal to deliver consistent, superior experiences. But he also knows it takes a commitment to data hygiene to unify pockets of information – no easy task, but a worthy ambition for any marketer and every business. Hear Mitchell explain why CXM is making the largest impact and how marketers can be the key to energising this mission from within.

For more on the importance of CX technology and integrated marketing setting the foundation of great customer experiences, read the 2019 Digital Trends report, produced by Econsultancy in partnership with Adobe.