CXO Leaders Summit Australia 2017: An Overview

Last week the CXO Leaders Summit Australia took place in the Sofitel Sydney Wenworth Hotel.

The first day, Steven Marks, Founder/Managing Director at Guzman y Gomez Mexican Taqueria, kicked off with the opening keynote, in which he shared the story around how GYG built innovative processes, technology and a culture to match that shows it’s possible to prepare fresh nutritious food served at a fast food pace, without compromising on quality and successfully engaging with their customers.

Stephanie Myers, Vice President, Customer Experience at Prudential Assurance Company Singapore, moderated the expert panel discussion “Customer Experience and Engagement: How to Build a Customer-Centric Brand”. Panelists included Leanne Howard (Head of Customer Experience at LJ Hooker), Ivan Trajkovski (Head of Customer Experience at Catch Group) and Linnea Andersson (Director of Customer Experience and Brand at ANZ Wealth).

“Thriving in the Digital CX Revolution,” was presented by Merijn te Booij, Chief Marketing Officer at Genesys, company that delivers Digital CX across the entire customer journey lifecycle giving a 360 degree omnichannel view of your customers.

Next, Brad Meehan, Managing Director at Strativity Group, presented the workshop “Moving beyond journey maps and voice of customer programs to deliver significant change and create real value.”

Greg Joy, VP AU/NZ at Lithium Technologies, shared how some of Australia’s iconic brands have transformed their brand into the engagement economy and are staying ahead of the competition. 

The question around which Karen Ganschow’s developed her presentation was “Customer Life Cycle vs Product Life Cycle which should trump?” Karen is GM Marketing at National Australia Bank.

Another question, “How the ‘on demand’ culture is disrupting online video advertising?” was answered by Phil Townend, Chief Commercial Officer at Unruly, during his workshop at the Summit.

Fiona Glendinning, CXO at MinterEllison, stated during her presentation: “Treat your people like your customers and your customers like your people,” and she explained how to design work practices so that everyone benefits.

Oisin Lunny, Chief Evangelist at OpenMarket, discussed real world examples of Empathetic CX design, and why it matters. Some of the topics included how modern consumers have zero tolerance for a bad CX and why AI and chatbots can uniquely deliver Empathetic Interactions at scale.

“Consumers today want to be seen as a segment of one,” explains Jo Kelly, Chief Marketing Officer at UBank, during her keynote “How RoboChat, Australia’s first virtual agent for home loan applications, is helping customers navigate the home loan journey”.

“How to deliver a great customer experience in an omni-channel environment,” was the roundtable discussion presented by Andrew Fogarty, Account Executive at Zendesk. He explored the latest tech trends that are having an impact on customer experience in an omni-channel environment, and how businesses can best tap into these trends to reap the rewards.

Michael Laps, Co-Founder at Yoghurt Digital, discussed how to know when to build a new website from scratch and when to upgrade what you have. Real-life case studies from clients who’ve gone through this process were demonstrated.

Marketers face a challenge when it comes to measuring mobile and its impact on their marketing strategy. “Crawl, Walk, Run with Cross Device Marketing”, was a roundtable discussion presented by Matthew Joyce, Country Manager at DataXu.

The second and final day of the Summit, was opened by a keynote by Stephanie Myers, Vice President, Customer Experience at Prudential Assurance Company Singapore, where she explained the process of “turning data into insights into action.”

“Customers have never been more empowered,” stated Andrew Thornton, Chairman at Australian Marketing Institute, as he moderated an expert panel about the Future of CX. Panelists included David Wareing (Digital Engagement and CRM at Gravitas Consulting), Sarah Dunning (Director at 4sight Business Consulting) and Matt Prowse (Director of Customer Understanding at iag).

Kate Moonen, Head of Customer Marketing at HCF Australia, explained how to use your customers as an anchor for cultural change, and how to use cultural change as a vehicle to develop and embed CX principles.

“Winning over the Skipping Generation” was the panel discussion moderated by Scott Maxworthy, Head of Digital at Cronulla Sharks Rugby League Football Club. Panelists included:  Alice Manners (Chief of Digital Marketing & Product at Cash Converters), Simon Cahill (Head of Digital at Warner Music) and Chris Dodson (Head of Marketing at Youtube, Google).

For the closing keynote of the Summit, Jason Juma-Ross, Facebook‘s APAC Head of Tech Industry Strategy, talked about new developments in Facebook Messenger, from the platform to bots and AI, and then showcased examples of best practice from companies using Messenger to connect.

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