“Success Stories from Idea to Implementation” gathered a fascinating array of speakers sharing their success stories. The case studies in this forum discussed best and worst experiences about how organisations had designed and implemented change their organizations to deliver more effective customer experiences.We were also priveleged to spend time with a global thought leader, Dr Martha Rogers who has been recognised as one of the “top twenty business gurus of the century” by a number of business magazines. Dr Rogers is famous for her work on the concept of “1 to 1 Marketing” and has had a profound impact on how some companies segment their offers and the experiences they deliver to customers.
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Case Study Synopses
Why Do So Many CRM Initiatives and Investments Fail? - Dr Marth Rogers
All over the world, smart companies are doing dumb things with their customer equity – and in the process, unconsciously destroying value in their companies. Dr Rogers will explore a series of case studies illustrating why some companies succeed with their CRM and customer investments while others fail spectacularly. We learned what to expect from your customer strategy, the three reasons 1to1 initiatives fail and the secrets of companies who have succeeded in this area.
Making Return on Customer Work: Radical Times Require Radical Action – Dr Martha Rogers
In this session, Martha Rogers explored the practical realities of Return on Customer (ROC) and demonstrated that by maximizing ROC you not only optimize the mix of current-period and future profits, but you also create a powerful financial justification for developing and nurturing a genuine customer orientation for your business. ROC is mathematically equivalent to total shareholder return, except that ROC can be divided and sub-divided into smaller and smaller groups of customers, showing managers how to create value faster, by employing different strategies for different groups of customers.
AGL’s Transformation Journey – David McNeil, AGL
AGL’s Retail Energy business has achieved a well publicised busines transformation program (Phoenix Program). This was a business led transformation program that spanned Management Systems, Organization Design, Information Technology, Core Processes & Culture bringing fundamental change in the business. The market analysts have tracked the progress of the transformation with great interest and it has been the core cost reduction driver for future years performance in the retail business. David described the journey and the lessons he has taken away from the experience.
Customer Engagement from Tourism Queensland’s “Best job in the world” Campaign – Chris Chambers, Tourism Queensland
Tourism Queensland’s “Best job in the world campaign” raised headlines all over the world this year. CCO Forum guest Chris Chambers, Director of Digital Marketing, explained the rational for this campaign and the lesson the business has learnt in engaging with clients and prospects in new ways. Tourism Queensland now have a virtual community who are prepared to interact with them on a range of issues. Social media has changed the measures and indicators that are required to measure success and interaction. We learnt how to engage with customers and what new engagement models can do for your business.
The Rise and Fall of B Digital – Steve Mitchinson, Teamred Solutions
B-Digital demonstrated how quickly a positive customer focus with matching customer experiences can deliver profitable revenue growth. However, it also demonstrated how quickly the characteristics that were critical to building a business can be undermined. Steve Mitchinson played a critical part in the company’s history. He revealed what undermined it and how quickly things changed for a challenger Telco.
A sustainable workforce at home – the BT Financial Group story – Jason Flanagan, BT Financial Group
BT Financial Group has been operating agents from home since 2007 and now have 25% of the call centre at home. It is among the most mature operations of this type in Australia. Jason Flanagan shared the rationale and operating model for this initiative and the benefits that have been achieved. Staff performance changed and different management techniques were required.
Success stories in effective service delivery models (including Brisbane City Council) – Peter Walker, ATO
Peter Walker of the Australian Tax Office has been at the forefront of some of the most innovative service delivery models in Australia. He discussed the key techniques in developing these models and the lessons he has taken from them. Telstra created a highly segmented service delivery model and both Brisbane City Council and the Queensland Government (Smart Service Queensland) transformed their service delivery models to create better customer experiences.
“The criticality of customer experience in growing B2B markets” – Julie Starley, Vodafone
The Indian telecommunication market is growing exponentially and Vodafone India were reviewing how to increase share in the small business segment. Julie explained how achieving growth in the business market was not just about brand, offer and product but critically in getting the experience right for valuable business customers. After gaining feedback from customers Vodafone had to learned to make the sales and service experience live up to the brand promise, even through third party dealer channels.
