For a second year, Global Reviews brought together a senior group of marketing, product, operations and e-Commerce leaders within and across multiple industries to learn and share in their experiences in delivering a one customer strategy.
KPMG, Collins Street, Melbourne, Australia
With a desire to provide a consistently high quality customer experience and sales journey, brands are frantically retooling to meet the hyped promises being delivered by the major software platform vendors. But what does it really take to deliver against these promises? What are the 'real' costs? When should we expect a return and what does return look like? Where does the customer fit in? What are the implications for organisation and team structures to meet this goal?
Here is a snapshot of the content covered during the day
Opening address: Kumar Parakala, Partner in Charge, Digital
In his address Kumar reflected on what is required to be a 'Digital Leader' and how do create digital leadership. He shared that Digital Leadership is often defined by traits at both personal and corporate level. Here is an excerpt from his address:
"We at KPMG , understand the role that Digital can play in transforming businesses and helping them better serve the customer and employees. Our clients recognise that the convergence of digital technologies such as social media, cloud, mobility, and analytics will create significant opportunities get ahead of their competitors and deliver more value to their customer.
At an individual level, digital leaders are differentiated based on their vision, skills, attitudes, knowledge and experience. Some of the personal traits I have observed in Digital Leaders are that they are risk-takers, flexible, change orientated, inquisitive, open-minded, love uncertainty, results oriented and truly passionate.
At a corporate level, digital leaders leveraging technologies for customer and employee outcomes. For these leaders, digital is not about technologies and excelling in use of them. This is the most common myth. Digital Leaders are innovators and risk-takers as companies. Digital leaders have a clear business strategy and actively leverage digital technologies to deliver transformation outcomes. This requires defining a strategy, creating investment case, redesign traditional processes, customer-centricity, change management and ensuring that right level risk management and governance in place to deliver on agreed outcomes. KPMG has helped many businesses in their journey to become digital leaders, with our deep industry knowledge and capabilities."
So what is a One Customer Strategy?
Rachel Dixon, Director of Digital at KPMG, started us off by stimulating discussions around what we really mean by a One Customer Strategy. She helped peel away the layers and expose the critical components to getting you on the right path.
How a multi-brand insurer is on the journey to delivering the right message every time
Tammy Hall, Executive Manager E-Commerce for Suncorp Insurance, shared the journey of the multi-brand Suncorp Group in facing the challenge of providing a unique, targeted and highly optimised online experience. She discussed some of their crucial learnings and realities beyond the hype.
Exposing the search behaviour that drives most acquisition but Google won't show you
Dr Adir Shiffman, Co-Founder and Chairman of Global Reviews, took a look at our new Search Acquisition module, exploring which search behaviours really drive sales and shape customer decision journeys.
Delivering a service to you; as you want it, when you need it, wherever you are
Richard Denver, Chief Digital Officer for Bureau of Meteorology, returned to the Summit to share the progress that The Bureau have made in working towards delivering personalised cross-device experiences - exposing some of the pot-holes to look out for.
What it takes to move from service to a digital sales organisation (while not forgetting to service)
Chaminda Ranasinghe, Head of Digital Sales & Marketing at ANZ, shared the critical attributes of an effective digital sales organisation and the key directions ANZ is taking to enhance their digital sales effectiveness.
How do you measure digital customer effectiveness in a more personalised world?
Jeremy Weinstein, Senior Client Advisor at Global Reviews, took us back to the core foundations of what makes the customer tick and shared how highly personalised, data-driven sales journeys must never forget the basics.
Behaviour and the future of email
Chris Hexton, Co-Founder of Vero, shared what behavioural tracking/trigger-based tracking is all about and how easy it can be to implement. He explored how you can segment your audience and the types of email-based communication that can be automated.
How Sportsbet is betting on science and big data to beat the odds
Luke Rattigan, Chief Operating Officer at Sportsbet, shared how Sportsbet are adapting to a consumer who's dominantly mobile and leveraging off big data, analytics and personalisation to drive consumer engagement, sales and retention across the customer lifecycle.
How a new enterprise technology platform is accelerating a better omni-channel customer experience at Nissan
Heath Walker, Nissan's Digital Marketing Manager, described how they are now relying on a data-driven approach to meet their digital objectives, inclusing the planning and implementation of real-time personalisation.
Servicing vs Stalking
In an interactive panel discussion, panellists shared their experiences and learning from the frontline in regards to providing a highly personalised customer experience.
Presentations of the 2013 Global Reviews Digital Customer Experience Index Awards
Kumar Parakala, Partner, Digital at KPMG handed the awards to the recipients
Todd Copeland accepting the award for Credit Cards and Internet Banking on behalf of NAB
Tony Kolta accepting the award for E-commerce Retail on behalf of Harvey Norman
Leanne Towerzey accepting the award for Education on behalf of Griffith University
Luke Rattigan accepting the award for Online Sports Betting on behalf of Sportsbet (IAS Bet)
Lino D'Costa accepting the award for Insurance and Health Insurance on behalf of Bupa
Jonathan Kerr accepting the award for Motor Insurance on behalf of Budget Direct
More photos from the day
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