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’ “The goal is to have the customer represented in everyone’s work at all times.

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"But where they’re weakest is around culture and enablement."To get there, organisations need to address behaviour, thinking and overall employee engagement, as well as provide employees with a range of training, information and tools so they are empowered to provide good CX.

“When people aren’t talking to each other, bad things happen,” Champion concluded.

As a case in point, Champion noted Bendigo and Adelaide Bank's 2000-strong customer panel.

“It is not reserved as a strategy session, but something people have access to as routine pieces of work," he said.

Kmart has successfully adopted a customer-centric approach and recognises CX is the company’s engine of growth.

That’s according to Forrester’s A/NZ senior analyst for CX, Tom Champion, who called out the traditional retailer during the annual Forrester CX Sydney 2018 event as a prime example of a company that’s successfully made a customer-centric transformation. The company has done so many different things over the past 10 years and it has made such a difference to it delivers customer experience,” Champion told attendees.

In comparison in other countries, many brands are in the “excellent” category and there’s lots of movement between categories.

“We seem to be a little more stagnant when it comes to the customer experience, but that’s not what customers think.

“How are companies going about bringing together all of the diverse business units together for the sake of the customer, to deliver those exceptional customer experiences.” Champion also revealed what CX leaders are doing, how they’re thriving through influence and restructure, and what’s making them so successful in terms of their thinking and approach.

Most Australian brands are in the “OK bracket”, and often stuck in the same place, when it comes to a CX strategy.

“We see these shifts in the rankings happening, but at the same time, there’s not too much cause for celebration - and commiseration - because it’s still a very congested and compact competition,” Champion said.

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