“Tech’s Fine, But Nothing Beats Customer Experience”: ADMA Chief

“Tech’s Fine, But Nothing Beats Customer Experience”: ADMA Chief
SHARE
THIS



Jodie Sangster, CEO of ADMA, is urging Australian incumbents to “stop investing in technology if you’ve not got a strategy” and instead focus on delivering a great customer experience by getting the basics right.

Sangster, who is speaking on day one of B&T’s Daze of Disruption event, hosted by The Chaser’s Chris Taylor at Melbourne Town Hall on December 3, insists that although customer experience is an organisational deliverable that usually sits within the marketing department, it’s really a business wide obligation to the customer.

She says the key to success is either by employing a chief customer officer who can make decisions which affect the business or, if it comes under the marketing department’s remit, to give the marketing department the authority to be able to make those tough decisions which affect the whole of the business, not just marketing.

“Strategy comes first always,” Sangster told B&T. “Look at what you’re trying to achieve, why you’re trying to achieve it, what outcomes you’re aiming for and how that affects the business, then invest to get that right and actually implement that across the business. I think what people are tending to do at the moment is invest heavily in technology. There’s a thought, ‘we’ve got to invest in technology’ and then it doesn’t deliver. It’s a completely pointless operation. You’ve got to be investing to deliver to a strategy otherwise it’s not going to work.”

Sangster says in order to nail it businesses need to use “technology to drive it, content to engage and creativity to kind of have the emotional connection,” and the GlobalDMA’s – comprising over 30 of the leading global marketing associations and of which Sangster is the Chair – latest research expected to be released later this month, shows Australia is the country investing in this most

The focus of research asks the question, ‘what’s hindering your ability to actually deliver on customer experience?’ and Sangster says there are some key answers to this

  1. There isn’t enough budget and buy-in from the top.
  2. Technology. “Actually trying to get our technology integrated so that we can deliver truly on a one-to-one basis is really difficult.”
  3. Skill sets. “Australia hasn’t got the right skill set internally, so our teams aren’t skilled up in the right skills – we’ve got to work on that.”
  4. Knowledge, skills and education.

“I don’t want to say education is just about training up marketers,” she added, “because it’s not that. It’s about boards of directors and CEOs really understanding the roles, all of the elements in delivering customer experience. Until you’ve got buy-in from the board and the CEO and until they understand it, the driving internally and getting investment is difficult.”

Sangster says because Australia is a much smaller market to the likes of the US and China, competing for the customer becomes so much more important – and there is a realization among Australian marketers that in order to compete they have to deliver to the customer, it’s not just about driving sale.

“I think in different degrees we’re delivering on it,” she said. “We’re all investing and we’re all trying.”

Giving a personal example of outstanding customer service, Sangster says the NRMA was “impeccable” when her car recently broke down, and rushed to her rescue – unlike her car company who tried to exploit the situation.

At the roadside she contacted her car giant, who informed her the roadside assistance cover she has been paying for four years expired two months ago.

“They told me, ‘We can’t do anything for you unless you pay $1,100’,” she said incredulously. “So I phoned the NRMA. Talk about standout customer service. They said, ‘Yup we can do it if you join on the spot now. Pay $100 and we’ll get you home’. They didn’t exploit the situation, they delivered, they followed up. I have to say, it was impeccable. There’s a good example of a company who is getting the brilliant basics right. I’m telling you and I’ll tell others about it, and that’s the best promotion they can get. It was one of those experiences where I went, ‘you know what, that’s everything we’re talking about’.”

Sangster is speaking at Daze of Disruption, taking place at Melbourne Town Hall on December 3-4, on the ‘Great CX: How to Elevate the Customer Experience’ panel alongside John Batistich, marketing director, Westfield and Jo Gaines, country manager, Krux Digital. 

Latest News

First Lady Michelle Obama and President Barack Obama Dance Together at the Presidents Ball
  • Media

Netflix Secures Producer Deal With The Obamas

It seems former US president Barack Obama and former First Lady Michelle Obama aren’t quite done with the international spotlight just yet. The Obamas have officially signed a multiyear deal with Netflix, which will see the power couple producing films and series with the streaming giant. According to Netflix, “The Obamas will produce a diverse […]

How To Spot A Trend Versus A Fad
  • Opinion

How To Spot A Trend Versus A Fad

Nils Vesk (pictured below) is an innovation architect who’s delivered programs for some of the most prestigious organisations in the world, including Microsoft, IBM, Commonwealth Bank and Nestle. In this guest post for B&T, he shows you how to spot a lasting trend that’s not merely just another passing fad…   The importance behind learning […]

Opinion

by B&T Magazine

B&T Magazine
Study: Almost Half Of Aussies Browse Mobile Retail Sites For “Retailtainment”
  • Marketing
  • Technology

Study: Almost Half Of Aussies Browse Mobile Retail Sites For “Retailtainment”

A new study today has revealed that although mobile commerce may have begun as a convenient way to shop on-the-go, it has quickly developed into an entertainment experience for many Aussies. The PayPal mCommerce Index Trends Report 2018 (which you can read in full here) found that two thirds (67 per cent) of Aussie smartphone owners browse shopping sites just […]

by B&T Magazine

B&T Magazine
Why Engagement Is The New Rule Of Content
  • Opinion

Why Engagement Is The New Rule Of Content

In this guest post, King Kong’s head of growth, Sabri Suby (pictured below), takes a look at recent changes to Google’s rankings and how it will affect content makers and the measure of any content’s success… Changes to Google’s ranking algorithm mean that time on a page is valued higher than the number of clicks. With these new rules […]

Opinion

by B&T Magazine

B&T Magazine
Fairfax Media Recruits 20 Trainee Journalists Across All Its Titles
  • Media

Fairfax Media Recruits 20 Trainee Journalists Across All Its Titles

Fairfax Media has today announced the recruitment of 20 trainee journalists to join the newsrooms of The Sydney Morning Herald, The Age, The Canberra Times, The Australian Financial Review, Brisbane Times and WAtoday. This represents one of Metro’s largest trainee intakes in years and underlines the commitment of the mastheads to fostering a new generation […]

Sydney Australia - November 7, 2011. An extreme close up of an American express card issued by the Australian bank Westpac.
  • Media

AMEX Launches Global Media Review

Are there not enough hours in the day? Are you cheek-by-jowl with your co-workers? Well, hopefully you won't win this.

Sydney Water & Republic of Everyone Create Vinyl Records Made Of Recycled Marine Plastic
  • Campaigns
  • Marketing

Sydney Water & Republic of Everyone Create Vinyl Records Made Of Recycled Marine Plastic

Sydney Water has pioneered a way to create records from marine plastics and, in doing so, encourage more people to join the movement of local clean-up groups rolling up their sleeves every weekend to clean plastics, litter and other pollutants from the city’s beaches and waterways. Plastics are collected by volunteers, then cut in pieces […]

Credit Card Compare Names Its First Head Of Marketing
  • Marketing

Credit Card Compare Names Its First Head Of Marketing

Aussie credit card comparison site Credit Card Compare has announced the appointment of Caroline Raffan as its inaugural head of marketing. Raffan (pictured above) has over 10 years’ experience in brand strategy, campaign development, digital marketing, events, public relations, content creation, market research, advertising, stakeholder management, social media marketing, and project management. She joins Credit […]

Why Programmatic Needs To Become A Branding Machine
  • Advertising
  • Marketing
  • Opinion
  • Technology

Why Programmatic Needs To Become A Branding Machine

In this opinion piece, Phil Murrell (pictured below), country manager for Australia and New Zealand at Sizmek, argues that programmatic ad spend needs to move up the branding funnel. When I started in digital advertising way back in 2004, we got our media insertion orders via the fax machine. We relied on that machine to […]

Opinion

by B&T Magazine

B&T Magazine
An Apology To Salmat’s Karen Lewis
  • Media

An Apology To Salmat’s Karen Lewis

Whoops! B&T's stuffed up and this certainly comes with our sincerest apologies for any offence caused.

by B&T Magazine

B&T Magazine
Adland Execs To Be Locked Up
  • Media

Adland Execs To Be Locked Up

Continuing adland's fascination with prison when it comes to charitable causes comes this latest trip to the slammer.

Australian Directors’ Guild Announces Mentorship Winners
  • Campaigns
  • Media

Australian Directors’ Guild Announces Mentorship Winners

Now in its second year, the Australian Directors’ Guild’s (ADG) Commercial & Content Directing Mentorship program announced its next round of eight mentoree recipients. The winners were announced at a special event held last night at FINCH, Sydney and attended by members of the screen and advertising industries. Acclaimed director, and ADG President, Samantha Lang, […]

Diversity Case Study Series: OMD
  • Advertising
  • Marketing
  • Media

Diversity Case Study Series: OMD

One need only look at the Cadbury Favourites chocolate selection to know it has nought to do with industry diversity.

by B&T Magazine

B&T Magazine
Eyeota Deep Dives Into Australian Automotive Purchase Behaviour
  • Media

Eyeota Deep Dives Into Australian Automotive Purchase Behaviour

Eyeota, the global leader in audience data, has today released its latest results on automotive purchase intentions in Australia. The results provide a deep dive into what motivates the buyer and segments those into six different personas.

APN Outdoor Joins The AANA
  • Marketing
  • Media

APN Outdoor Joins The AANA

AANA's annual Christmas dinner and dance got a teensy bit more crowded following this announcement this morning.

QMS Introduces ‘The Lonsdale’ To Melbourne
  • Advertising
  • Media

QMS Introduces ‘The Lonsdale’ To Melbourne

Digital outdoor media company QMS Media has turned on a new premium landmark digital billboard situated in the heart of Melbourne’s CBD. Delivering a commanding presence at the major intersection of Lonsdale and Russell Streets, ‘The Lonsdale’ offers extended dwell times to both vehicle and pedestrian traffic, impacting more than 2.2 million contacts per month. […]

Portrait of a woman looking through out the blinds. Office worker looking through window blinds
  • Opinion

The Lurking Brand Threats Facing CMOs

Treading on gardening rakes and possible alien abduction notable omissions from this CMO threats piece.

Opinion

by B&T Magazine

B&T Magazine
Women In Media Profile: Susannah George
  • Media

Women In Media Profile: Susannah George

B&T is delighted to profile Urbanlist supremo Susannah George who, we understand, is not related to George Brandis.

by B&T Magazine

B&T Magazine
Ikon Lands Avis Budget Group Account
  • Advertising
  • Marketing
  • Media

Ikon Lands Avis Budget Group Account

B&T chooses and recommends Avis and John Karandonis shoes. Hang on, that was the end of Sale Of The Century.

by B&T Magazine

B&T Magazine