Aussie and example of Australian companies that ‘get it’
It was good to see at a panel discussion at this year’s annual CMO, CIO and ADMA Executive Connections breakfast event, evidence that some Australian companies are really starting to get what it means to be customer centric.
Particularly Aussie, an Australian retail financial services group, where Aussie Home Loans’ general manager of customer experience and technology, Richard Burns explained he saw a danger in appointing a chief customer officer. “Debates around who owns the customer, I think, are a waste of time,” he said.
“Debates around who owns the customer, I think, are a waste of time.”
“It shows there are some tensions in the culture, which have to be worked through. Because if everyone in the organisation is not passionate about the customer, you will spend a lot of useless time debating what you should be doing.
“Originally my title was general manager, customer, and I changed that because I didn’t want people in the organisation thinking, ‘well you can take care of the customer’. Part of my role is making sure we are all passionate about the customer – that’s part of the ongoing challenge I have. But to say there is one person, I think is very risky.”
At Aussie Home Loans, a number of operational procedures are taking shape in a bid to break down the siloed approach, according to Burns, such as activity-based working.
“If you came into the studio where my team sits, you wouldn’t be able to tell who’s in technology and who’s in marketing,”
“If you came into the studio where my team sits, you wouldn’t be able to tell who’s in technology and who’s in marketing,” he said. “We have also adopted agile right across the business. That started in technology, but now literally every single team, with every single initiative we undertake, is cross-functional. Right through to executive level, everyone can see what the main priorities are, what we are doing and why.”
Read the full recap here.