The traditional “omnichannel” approach is being replaced by something far more dynamic: a living ecosystem of intelligent, two-way dialogues. As brands move away from simple automation toward sophisticated “digital labour,” the focus has shifted from mere efficiency to deep, trust-based customer connections. To explore how these trends are manifesting in the Australian market, Mark Atterby …
2025 saw a campaign that had some in the Australian marketing fraternity all a-flutter. Bank West is betting on a new platform in market. “Just Enough Bank”. In straight positioning terms, it does appear to tick a few boxes. If we assume there’s good market diagnostics informing the strategy, and we have no reason not …
Organisations have been told that AI is the key to unlocking unparalleled customer experiences. Yet, as we move toward 2026, a significant gap remains between the promise of AI and the reality for consumers. Many businesses are investing heavily in AI, but those investments largely sit behind the scenes, optimising internal processes rather than delivering …
Switching suppliers is becoming less painful and that means local players will need to lift their game and fast. Get them in young and you’ll keep them forever. This has been the prevailing marketing philosophy in the financial services sector for decades and it’s informed the way institutions have engaged with their customers and delivered …
The customer support landscape is transitioning from basic automation into the era of digital labour. Within modern service ecosystems, agentic AI marks a significant advancement over previous generations of support tools by moving beyond static responses toward autonomous problem-solving. Digital labour encompasses productive activities facilitated by digital infrastructures, where work is coordinated.It can also describe …
In 2026, customer experience is defined by how well a brand supports a customer the moment they lose confidence, hesitate, or feel overloaded. The best brands don’t drown people in touchpoints. They pay attention to their individual behaviour and use a blend of AI and human engagement to step in when it matters. Loyalty follows …
Since ChatGPT rose to prominence at the end 2022, CX technology vendors have been busy integrating the capabilities of Large Language Models (LLMs) and Gen AI into their software platforms. The aim has been to deliver more human-like, personalised, and efficient interactions at scale. Over the years, chatbots have evolved through several distinct generations, moving …
The journey toward genuine customer obsession requires more than just good intentions—it demands a robust, organisation-wide strategy for customer listening. In 2018 IKEA embarked on a VoC program aimed at building a single source of truth about its customers and the business. IKEA’s need for its Voice of the Customer (VoC) program stemmed from its …
As we head into 2026, the contact centre is about to take a major leap forward. Customer expectations are rising, digital channels continue to multiply, and companies are waking up to something we’ve been saying for years: service isn’t a cost centre but a strategic differentiator and a genuine driver of growth. From our vantage …
Failing to disclose an AI interaction, particularly one that results in a poor service experience, leads to negative sentiments and may push customers toward more transparent competitors. I recently interviewed Nicholas Kontopoulos, Vice President of Marketing, Asia Pacific & Japan for Twilio about the indispensable role of transparency and trust when implementing AI. If organisations …