Keeping Ahead Of An Increasingly Changing Marketing Environment: Suncorp CX Officer

Keeping Ahead Of An Increasingly Changing Marketing Environment: Suncorp CX Officer

AANA presents the latest episode of Marketing Dividends featuring Mark Reinke, Chief Customer Experience Officer at Suncorp, in which he discusses the challenges of creating customer experiences across a portfolio of brands and how businesses can adapt to keep up with continual change.

He describes how Suncorp has ‘re-architected’ its business to put customers at the centre and deliver new customer experiences through a platform strategy.

“We’ve moved from a series of vertical businesses to a platform, removing the barriers to a customer getting the services and solutions they want,” Reinke said.

“Our customers are feeling overwhelmed with change, complexity and choice and we want to ensure we’re available, whether it’s in a store, by phone, on a digital device. However they want to do it, we’re setting up our business to respond.”

Check out the full clip here:

Reinke believes that businesses need to re-invent themselves in response to an ever-faster changing market.

“In the past, companies have been more focused on making one big change. The challenge today is that customer behaviour changes so quickly that businesses risk being left behind and that’s something that CEOs and Boards are mindful of,” he added.

“In the 1960s, the average business span was 60 years, yet today it’s only 16 years – one of the reasons being customers behave differently and so it is important that companies respond to those changes and have that as a key mantra. You have to make really fundamental and difficult changes to get to the customer which can be very expensive for shareholders and very difficult to get started.”

Reinke added the challenges facing Suncorp are not unique to Australia.

“We’re an Australian New Zealand business but the forces shaping our business are global. We’re working with partners in the US looking at the psychology behind how people are now differently attached to money, particularly millennials.

“We’re working in Spain on how online reputation translates to offline behaviour. We’re looking at the UK to see how financial services businesses have been able to completely re-platform digital services for their customers. And we’re going back to basics with behavioural economics to understand how and why people make decisions. We’re looking across the world to bring it all together in Australia to create unique experiences for our customers.

“Take AAMI, for example. At the moment it provides a range of needs around insurance. In 2017, you’ll start to see AAMI provide a range of expanded services for health, for teaching your kids to drive, buy a car, build a business. And we’ll be creating pathways across brands to help our customers find solutions from (one of our) other brands,” Reinke concluded.

This episode was jointly hosted by Nadine Blayney, deputy business editor at SKY NEWS BUSINESS and James Hier, CEO MEC.




Please login with linkedin to comment

mark reinke Newcastle Herald Queen ZenithOptimedia

Latest News

Opinion: The Tall Poppy’s Kate Smither On The DBA Dilemma
  • Opinion

Opinion: The Tall Poppy’s Kate Smither On The DBA Dilemma

The science is not in question – smarter people than I, with far more data, have codified it. The logic is not up for grabs…it makes sense that creating mental shortcuts to your brand keeps you at the top of your mind. Lead image: Kate Smither – Owner, The Tall Poppy I wouldn’t even take […]

Opinion

by B&T Magazine

B&T Magazine
African woman using a cellphone in an office alone
  • Marketing

Ortto & Tall Bob Partner To Deliver Better SMS & MMS For Australian & NZ Businesses

Two Australian-born technology providers have joined forces to bring more power and choice to marketers in Australia and New Zealand with mobile messaging that is more local, cost-effective, and integrated. It’s a partnership that sees two Australian software companies come together to deliver a world-class mobile-first solution for marketers building data-driven, personalised, omnichannel campaigns. While […]

Slew Of New Hires At Snap Inc.
  • Media

Slew Of New Hires At Snap Inc.

Snap Inc. has announced a number of new recruits. B&T unaware if it positively impacted SEEK's share price.

Reddit Gets Playful Brand Refresh
  • Technology

Reddit Gets Playful Brand Refresh

This will be of interest to any Reddit fans, graphic designers or lovers of an orange so bright it burns the retinas.

Zitcha & Broadsign Partner To Drive Global In-Store Retail Media Market
  • Advertising

Zitcha & Broadsign Partner To Drive Global In-Store Retail Media Market

Zitcha and Broadsign have teamed up to integrate the Broadsign out-of-home (OOH) advertising platform with Zitcha’s retail media platform. The collaboration empowers retailers to maximise and monetise in-store digital display networks and enables advertising partners to easily view and book available in-store inventory and review campaign performance alongside the retailer’s other media channels. With the […]

Double Rainbouu & 7-Eleven Launch Exclusive Summer Fashion Label
  • Marketing

Double Rainbouu & 7-Eleven Launch Exclusive Summer Fashion Label

Today, 7-Eleven has announced a one-of-a-kind collaboration with the popular Sydney-based anti-resort wear label Double Rainbouu. Dropping tomorrow, December 1, just in time for summer, this limited-edition capsule will infuse the fashion brand’s rebellious spirit with a distinctly iconic 7-Eleven flavour. The unisex collection features five must-have styles comprising two signature Hawaiian shirts, a peaked cap, a bucket hat […]

JOLT Launches Industry First In-App Advertising Solution
  • Advertising

JOLT Launches Industry First In-App Advertising Solution

JOLT, Australia’s third-party verified, sustainable digital-out-of-home and electric vehicle charging network, today announced the launch of a first-to-market product that enables brands to further engage with high-value audiences with its new in-app advertising solution. The first of its kind in Australia’s media industry, this solution provides an unparalleled one-to-one connection with customers, whilst charging their […]

Ideally Nabs Simon Gawn From Denomination
  • Marketing

Ideally Nabs Simon Gawn From Denomination

Customer insights platform, Ideally, has expanded its regional footprint as part of its ambitious growth strategy, announcing the appointment of Simon Gawn to lead Australian operations. Ideally appoints Gawn on the back of exponential growth since launching in August this year, already boasting a strong and established Australian-based client roster. Gawn’s immediate remit is to capitalise on Ideally’s significant growth opportunities in Australia, a market five times larger than New Zealand.

Man of Many Welcomes Naman Singh & Alex Martinez
  • Media

Man of Many Welcomes Naman Singh & Alex Martinez

Man of Many has Announced Key Hires Amidst a Year of Extraordinary Achievement Lead image: Naman Singh & Alex Martinez Man of Many, recently crowned B&T media platform of the year, Australia’s premier men’s lifestyle digital publication. Announces the addition of two crucial members to its team – Naman Singh as SEO Content Specialist and […]

realestate.com.au Extends Major Partnership With Sydney Swans
  • Marketing

realestate.com.au Extends Major Partnership With Sydney Swans

Australian property site realestate.com.au has announced the extension of its partnership with the Sydney Swans for two further seasons. Lead image: Tom Harley, Owen Wilson and Tom McCartin realestate.com.au has partnered with the Swans since 2016 and has called the back of the club’s iconic guernsey home since becoming a major partner in 2020. This […]

Avenue C Nabs Paula Lopes From KINESSO
  • Marketing

Avenue C Nabs Paula Lopes From KINESSO

Leading independent media agency, Avenue C, is thrilled to announce the appointment of Paula Lopes as Digital Director. Paula, a seasoned professional with over 17 years experience in the media industry, joins Avenue C from her role as Chief Operations Manager of KINESSO (merger of Reprise, Matterkind, and Kinesso specialities).

oOh!Media Fuses People & Performance At National Annual Revenue & Growth Conference
  • Advertising

oOh!Media Fuses People & Performance At National Annual Revenue & Growth Conference

oOh!media brought together more than 260 of its sales, operations, commercial, marketing, finance and leadership teams last week for its national annual revenue and growth conference. Held over two days at the picturesque Rydges Resort in Hunter Valley, the event ‘Fusing people and performance’ focussed on how to build a high-performance mindset and how it […]

Free TV Welcomes Government’s Prominence & Anti-Siphoning Framework
  • Media

Free TV Welcomes Government’s Prominence & Anti-Siphoning Framework

Free TV has welcomed the federal government’s ongoing commitment to ensuring that all Australians can access their local free television services on connected TVs through the introduction of legislation to implement a prominence framework in coming days. Free TV CEO Bridget Fair (lead image) said: “Right now, Australian viewers are being steered in the direction […]