The document discusses how converging mobile and wider industries is driving the need for companies to focus on customer experience (CX) to remain competitive. It notes key drivers like frictionless experiences, knowing individual customers, and being data-enabled. It highlights how CX directly impacts market share growth and churn rates globally across all industries. The document outlines an approach for companies to shape an inspiring vision, design-in success through testing and measurement, and start a movement by investing in CX and customer experience. It emphasizes continuous measurement and learning from the customer experience.

1. Mobile and Wider Industries Convergence –
Winning on CX
Charles Weiser
Head of CX, Optus

2. The end of
boundaries

3. Drivers
• Frictionless
• All in one place
• Know me
• Transparency
• Data enabled
• Agile, high velocity
• Inter-operable
• Intelligent
Losing touch
360 disruption
Customer demands Digital Capabilities
Unsustainable economics
The Boundary-less Landscape

4. When entering un-charted territory:
Shape an inspiring and daunting aspiration
Don’t “already listen” to your customers
Design-in success
Invest in EX, which always equals CX
Start a movement
Measure, measure, measure

5. Usain Bolt

6. SOURCE: McKinsey Customer Experience Practice
-40 20
80
-20
20
60 8040 1000
50
40
0
10
60
30
70
100
90
Competitor F
Client X
Competitor A
Competitor E
Competitor C
Competitor G
Competitor B
Competitor D
Market share growth rises with better experience
Customer satisfaction vs. market share growth
High correlation of customer satisfaction
and market share growth % = 0.97
Market share growth, Percent
HighLow
High
Low
20
90
70
100
60
50
40
30
80
2.0
0
1.5 3.0
10
2.51.00.50
Churn falls as experience improves
Customer satisfaction vs. monthly churn
Competitor G
Competitor F
Competitor A
Client X
Competitor B Competitor D
Competitor E
Competitor C
Almost perfect inverse correlation of
customer satisfaction and churn = -0.97
Churn, Monthly Percent
High
Low
High
Low
CX Drives Churn and Market Share Globally in All Industries

7. Inspiring aspiration…
to change the game…

10. Mission Assets Capabiliti
es
Initiative
s
The Aspiration The TalentThe Enablers The Deliverables
Revenue
NPS
Employee Satisfaction
The pathway …

12. Winning on CX
• Technology trends & best practice
• Customer Research
• CX principles & vision
• CX Blueprint
• Prototype
• MVPs – test and learn
• Service blueprints
• Build underlying capabilities
Business units
assess the how
Digital Capability
identifies enablers
Designing the right journeys Delivering the right journeys
DEFINE PROTOTYPERESEARCH DEVELOP
Vision
compels the teams
… and how to achieve the mission.

13. “Designing-in” success
• Experience journeys to surprise and delight – no compromise
• Test and learn – don’t wait
• Embed targets in the business
• Track, track, track - product, process, and satisfaction
1. What the customer experiences through the journey
2. What the customer expects every step of the way
3. A visual representation of the experience & communications
4. Touchpoints- where & how customers interact with us
throughout
5. What the customer is feeling
6. Problems to solve
7. Mobilising teams

14. Lean Back
Experience
Lean In
Experience
The new world of entertainment

15. 52% at home
62%
HOME
17%
21%
15%
21% Big Screen Venue
38%
AWAY
14%
15%
14%
Spot the “TV”
Seamless, effortless viewing + Social

16. Meaningful
Personal
Simple
Social /
Connected
Inspiring /
Immersive
Proactive
Changing the game…
success criteria

17. Hyper-personalised SocialSimple MeaningfulProactive
- Customer + 3rd party data
- Network intelligence
- Self-serve diagnoses
- Mobility-first strategy
- Product, content,
transactions
- All transactions digitalised
- Geo-localised offers
- Personalised rewards
- Relevant next activities and
recommendations
- Personalised look and
feel
- Tailored offers
- Product customiser
- Optus stadium app
- Real time contextualisation
Changing the game

18. Real time communications
“The reports of my death are
greatly exaggerated.”
Voice
Inspiring and Immersive
- Instant apps
- Lateral discovery
- Messaging
- Machine learning
- Interoperable CX: time,
place and context
- Digital humans
- Retail = Physical + Digital
- Beaconing
- EPL Fan Engagement + Social
- Optus Stadium experience
Changing the game

19. Designing-in …
success

20. Data driven Co-design EX = CX
- Human Centred Practice
- Social, crowd, immersion
- Agile / MVP
- One coin, two sides
- Innovation platform
- We’re customers, too!
- Data architecture
- Real time customer feedback
- Customer journey analytics
Success leaves clues

21. EX. Start a movement

22. Measurement…
measurement,
measurement

23. 23
Measuring success
• E2E customer journey map view is the “bible”
• Include s metrics that matter
JOURNEY MAP VIEW
• Collation and tracking of current pain points identified in
customer journey maps, CX Ops Forums, across
Product/Service teams
• Map against exiting initiatives and/or identify
gaps/opportunities to improve
PAIN POINT
REGISTER
• Collation of current customer sentiments and TNPS tracked
by the hour
• Deep dive into key insights when required
NPS DASHBOARD

24. Every interaction counts

25. When entering un-charted territory – WHAT WE’VE LEARNED SO FAR:
Shape an inspiring and daunting aspiration
Don’t “already listen” to your customers
Design-in success
Invest in EX, which always equals CX
Start a movement
Measure, measure, measure
We under-estimate what we are capable of
Customers are on your side
If we think CX is expensive, try not having it
Employees (we) absolutely know the score
We are Social beings
In God we Trust. Everyone else needs to bring data

26. “Television won't be able to hold on to any
market it captures after the first six months.
People will soon get tired of staring at a
plywood box every night.“
— Daryl F. Zanuck, 20th Century Fox
A final thought