In this guest post, 2019 B&T 30 under 30 winner and founder of Melbourne based consultancy Tiny CX, Tom Uhlhorn, discusses the ways in which the CX industry as a whole is unfolding.
While we see increased focus and investment on improving Customer Experience (CX) in Australia, the industry as a whole requires more structure and accountability than ever before.
Educating the market in CX by applying accountable framework and implementing structure will help to shape industry standards. But as CX is still largely undefined, businesses seeking to invest in CX are navigating a ‘wild west’ style marketplace.
Despite the demand for businesses to implement successful CX practices, few can identify how to do so, or how they can quantify their investment.
As an emerging industry with limited guidelines, creating structure and framework is paramount.
CX versus marketing lingo
There is a new breed of ‘experience professionals’ who can, and sometimes will say anything to convince a client that their approach to experience design is the best.
But there is a difference between agencies who specifically focus on CX and those who offer a version of CX.
Advertising and marketing agencies are often guilty of this, leveraging CX as a buzzword and ultimately diluting what CX actually is.
Marketers must be encouraged to apply standardised CX practices in order to alleviate the disparity in such a complex and technical environment.
Typically, the traditional marketing role doesn’t have the remit to include post-sale experiences and typically steers clear of applying CX practices entirely.
The sector is lacking a standardised framework
There is a clear need to educate the market in CX best practice.
This will eventually be achieved by implementing systematic and evidence-based framework that can be taught to both providers and clients. Creating this differentiation will make the
emerging CX industry more accountable to results and therefore, less risky to venture into.
The accountability of CX will only be amplified from a commercial perspective by applying framework and educating the market.
This is especially crucial as more businesses dive into the CX realm.
Without structure, there’s less accountability.
As clients demand a more solid ROI, the future of the industry will see more accountability to results.
The sector requires a standardised framework to refer to when applying CX, similar to the BCG Matrix (Growth Market Share Matrix) or the Rogers Stage Gate Process. CX metrics will
increasingly be measured to justify investment.
The future of CX
CX will see key innovators at the helm of revolutionising the emerging sector.
This may play out similarly to how renowned international consulting firm IDEO revolutionised global design using Design Thinking methodology.
Not only did this key player design the first manufacturable mouse for Apple, the startup pioneered the emerging Design Thinking business model and advanced the practice entirely.
Similarly, the best-known practitioners and innovators in the CX game are at the forefront of defining new territory.
Applying framework is the way forward to keep current CX industry standards and the sector as a whole accountable and results driven.
Implementing structure will assist in laying strong industry foundations both now and into the future.
Shop! ANZ is calling on shopper and retail marketing professionals from all retail related disciplines to participate in the first ANZ Shopper and Retail Marketing Industry Survey in four years. This important research provides a guide of where the retail marketing industry in Australia and New Zealand has come from and what is anticipated to […]
In this guest post, Ania Kubiak (main photo), A/NZ country manager at Lucid, offers her tips on how to align your brand with customers’ fast-moving expectations… In today’s digital world, the speed at which consumers’ perspectives and opinions on political and social environments is changing faster than ever before. Consumers are inundated with new information […]
Cartology, the retail media business of Woolworths Group, has further expanded its team with Martin Wood (pictured below) been promoted to head of strategic partnerships and Matt Gower (main photo) has joined the business as senior manager of research and insights. Wood will lead a new team dedicated to servicing the retail media business’s largest […]
CondÉ Nast, the publisher of publications such as VOGUE, Vanity fair, Pitchfork and The New Yorker has agreed to raise the minimum wage for employees after a campaign by the New Yorker union. The union had previously organised a protest, which saw New Yorker staff demonstrating outside VOGUE editor-in-chief Anna Wintour’s home. Placards at the protest had […]
GoDaddy has announced it has been named as the official website builder partner of the Australian Olympic team for the Tokyo 2020 Games. GoDaddy has a history of supporting entrepreneurs and small business owners in Australia. Many Australian Olympic athletes are small business owners themselves, running businesses and side hustle to help support the pursuit […]
MDC Partners (NASDAQ: MDCA), the company that owns agencies including 72andSunny, Anomaly and Media Kitchen, has expanded its global footprint in a partnership with This Is Flow. The Australian based indie will become MDC’s affiliate media planning and buying agency across Australia and New Zealand and will help manage global clients and participate on global pitches etc. however This is Flow will still remain 100% independent.
DoubleVerify has announced the expansion of a partnership with The Trade Desk to include activation of DV Custom Contextual, which will enable programmatic advertisers using the platform to target relevant audiences in a privacy-safe manner that does not utilize cookies or personally identifiable information. The Trade Desk now supports a comprehensive suite of DV’s pre-bid […]
Swinburne University of Technology has launched a series of Bootcamp Graduate Certificate courses, developed in partnership with FourthRev. The courses, an Australian-first, will upskill career changers and provide students the capabilities required to thrive in the digital economy. They are available on-campus and through its online arm, Swinburne Online. Alongside completing projects which will emulate […]
PayPal has partnered with Welcome to Country, Australia’s first Indigenous-led not-for-profit marketplace, which showcases businesses that support Aboriginal and Torres Strait Islander communities. Welcome to Country launched in 2019, providing an online platform for Indigenous experience providers across tours, day treks, scenic flights, bush food, festivals, art and cultural experiences. When the pandemic hit, the […]