Fifth Dimension Named Achievement In Customer Excellence Award Winner For Coles Work

Fifth Dimension Named Achievement In Customer Excellence Award Winner For Coles Work
B&T Magazine
Edited by B&T Magazine



Fifth Dimension Consulting has been awarded a 2021 Confirmit ACE (Achievement in Customer Excellence) Award in the Innovation category for their work with the Coles Group.

This award recognises the partnership between Coles and Fifth Dimension to deliver world leading customer insights and enhance customers’ experience in store and online.

Fifth Dimension Consulting is a highly respected and industry leading strategic research and consulting agency that has amassed a distinguished portfolio of well-known clients including: Coles, Westpac, HCF, Telstra, Foxtel, Colgate and the Commonwealth Bank.

Coles engaged Fifth Dimension to undertake a customer experience study to provide insights into how customer needs and expectations were evolving in the retail and convenience markets.

The innovative study captured consumer experiences in store and online, across all markets in which the Coles Group operates, including supermarkets, liquor, and petrol and convenience stores.

Coles Group head of group marketing research and insights Geoff Turner said in customer centric organisations such as Coles, clever market insights are critical.

“The strategic and collaborative relationship between Coles and Fifth Dimension is bolstered by our shared desire to put customers and their needs at the heart of everything we do,” Turner said.

“This program has a broad reach within Coles informing everything from day-to-day operations to improving customer service and product experiences and increase the value we deliver to our customers. We have achieved something very special together that makes Coles a leader in insight driven decision making.”

“Our passion to continually question and enhance our ability to deliver exceptional customer experiences only grows stronger and we are delighted to see that our partnership with Fifth Dimension has been recognised with this award.”

Lyndall Spooner (pictured), the founder and chief executive officer (CEO) of Fifth Dimension has over 25 years of experience in consulting and advisory services and is delighted her firm has been recognised for its ongoing commitment and success in driving innovation in the industry.

She recently moved from the role of managing director to CEO to focus on building the company’s international presence and partnerships.

“We have been exceptionally lucky to partner with an organisation like Coles that is dedicated to better understanding the needs of their customers through advanced analytics and robust customer intelligence, and is an active and constant innovator,” Spooner said.

“Like most retail environments, the supermarket, liquor and petrol and convenience categories have seen an increase in competition leading to a need to differentiate through customer experience.

“This study is an excellent example of how businesses need to be bringing together different sources of data to produce comprehensive market insights and competitive intelligence to drive innovative customer experience and brand strategies.”

According to Spooner, in today’s world, businesses must become data savvy to stay ahead.

“It is not about collecting more data, but making better use of data, and to that end executives need to take a direct interest in understanding sophisticated analysis and models that demonstrate how things like customer experience impacts consumer behaviour and choice,” Spooner emphasised.

Now in their sixteenth year, the prestigious ACE Awards honours Confirmit clients’ rigorous application of customer experience best practices and their outstanding performance as measured by those practices. Receiving an ACE Award demonstrates Fifth Dimension’s commitment to listening to the voice of the customer and driving change that will deliver world class customer and employee experience.

“Being awarded the 2021 ACE Award in the Innovation category is an honour and I am really pleased that our work has been recognised in this field. Our ability to develop innovative programs really comes down to being able to work with clients who themselves value innovation and partnerships.”

“Within Fifth Dimension we embrace The Uncertainty Principle and constantly disrupt our business model and push our capabilities. We continually look for new ways brands can connect with and learn from their markets, we never let our current capabilities limit the design or implementation of solutions. That mindset has led us to be one of the world’s most innovative consultancies,” Spooner emphasised.

“Our clients put confidence in us to deliver on our ideas and we take a leap of faith together.”

Confirmit, now a Forsta brand, is one of the world’s leading vendors for market research, customer experience, and employee engagement solutions. Confirmit platforms enable data collection, analysis, visualisation and action management to empower businesses to make smarter decisions that drive business growth. Confirmit supports over 650 clients in more than 50 countries, including many of the world’s leading brands.

Fifth Dimension has been recognised for its ground breaking work, being honoured as a 2021 Confirmit ACE (Achievement in Customer Excellence) Award in the Innovation category, a 2020 Confirmit AIR Insight and Research Award Winner, as well as being included in the highly respected 2020 GreenBook Research Industry Trends (GRIT) Top 25 Strategic Consultancies, as one of the world’s most innovative companies to make the list.

Since its launch in 2006, Fifth Dimension’s four pillars of expertise have continued to evolve new capabilities to embrace uncertainty and drive the development of market leading approaches: strategy, experience, research and technology.




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