Real World Futures

Customers key to digital change

Date: 02 November 2016

TWO of Australia’s leading change agents have put the customer at the centre of the digital transformation that is driving their businesses.

TWO of Australia’s leading change agents have put the customer at the centre of the digital transformation that is driving their businesses.

Ms Christine Corbett, Chief Customer Officer of Australia Post, and Ms Tiziana Bianco, manager of the Commonwealth Bank’s cluster of Innovation Centres, were speaking at the Real World Futures conference, Disruptive Influences – And What To Do With Them.

Ms Corbett, a QUT graduate, said her organisation’s customers wanted to take advantage of digital technology but also wanted choice.

“And increasingly as individuals we want control of how we engage with corporates, governments and each other,” she said.

Australia Post is one of the nation’s biggest consumer-facing organisations, claiming 10 million customer interactions a day. It had discovered that 94% of its customers wanted to do more online but 70% wanted a choice between digital and physical transactions.

She said Australia Post had indentified four priorities in dealing with customers. They were:

  1. To be seamless – “It’s no point doing something great if the next bit stinks.”
  2. To have processes to listen to customers;
  3. To know customers’ needs;
  4. To empower staff to deal with customers.

One important innovation for Australia Post had been the development of an app which allowed staff to immediately record customer feedback and be advised on what responses the organisation was offering.

She said customers were judging organisations by the utility of an Uber app. “They expect companies to deal with them in that way,” she said.

Ms Bianco said similar values guided the CBA’s technology development and its use of data and technology to better serve customer needs.

One example was DailyIQ, a database which told small businesses in close to live time about how consumers were behaving.

She said the free service helped both customers and the bank because data that would help grow small businesses would ultimately benefit their banker as well.

You can see Ms Corbett's presentation here. And you can see Ms Bianco's presentation here

Content sourced from QUT News Web Service.

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