1 00:00:03,780 --> 00:00:07,260 Jennifer Duke: Welcome to the Fear & Greed business interview. I'm Jennifer Duke. 2 00:00:07,620 --> 00:00:10,950 Jennifer Duke: According to a recent study, last year, Australians spent an 3 00:00:10,950 --> 00:00:15,239 Jennifer Duke: extraordinary 100 million hours on hold waiting for customer service. 4 00:00:15,630 --> 00:00:18,119 Jennifer Duke: It's a pretty stark indictment of the state of customer 5 00:00:18,119 --> 00:00:20,430 Jennifer Duke: service right now, and there are plenty of stories to 6 00:00:20,430 --> 00:00:23,790 Jennifer Duke: support the figures. Take Qantas, for example. Before its most 7 00:00:23,790 --> 00:00:27,630 Jennifer Duke: recent problems, 2022 was defined by long waits on hold 8 00:00:27,630 --> 00:00:30,869 Jennifer Duke: at its call centre, dealing with endless challenges relating to 9 00:00:30,870 --> 00:00:34,559 Jennifer Duke: flight cancellations, lost baggage, and things like that. A new 10 00:00:34,559 --> 00:00:38,040 Jennifer Duke: association has now been formed to reverse Australia's record of 11 00:00:38,040 --> 00:00:40,830 Jennifer Duke: poor customer service. And it's secured the backing of large 12 00:00:40,830 --> 00:00:44,580 Jennifer Duke: Australian companies, including SEEK and Red Energy. Justin Tippett is 13 00:00:44,580 --> 00:00:49,290 Jennifer Duke: the founder and CEO of the Australian Customer Experience Professionals Association. Justin, 14 00:00:49,290 --> 00:00:49,979 Jennifer Duke: welcome to Fear & Greed. 15 00:00:50,879 --> 00:00:52,168 Justin Tippett: Yeah, hi, Jen. Thanks for having me on. 16 00:00:52,859 --> 00:00:55,020 Jennifer Duke: So I mentioned Qantas in the introduction, and it's just 17 00:00:55,020 --> 00:00:57,990 Jennifer Duke: one example, but a prominent one. Did the airline fail 18 00:00:57,990 --> 00:00:59,010 Jennifer Duke: at customer service? 19 00:00:59,430 --> 00:01:00,870 Justin Tippett: I think it's fair to say there's a lot of 20 00:01:00,870 --> 00:01:03,750 Justin Tippett: organisations that are failing at customer service at the moment. 21 00:01:03,750 --> 00:01:05,549 Justin Tippett: Qantas is one of them, but I think we've all 22 00:01:05,550 --> 00:01:07,920 Justin Tippett: got some horror stories in our own personal lives. 23 00:01:08,969 --> 00:01:11,520 Jennifer Duke: What's been your worst customer service experience? I've got to know. 24 00:01:11,520 --> 00:01:16,529 Justin Tippett: Oh geez, how long have we got, Jen? And that's the thing, obviously, I run 25 00:01:16,530 --> 00:01:18,870 Justin Tippett: the association, but I'm a customer as well. So you 26 00:01:18,870 --> 00:01:20,940 Justin Tippett: just get exposed to these things all the time. But 27 00:01:20,940 --> 00:01:23,759 Justin Tippett: I reached out to a health provider, let's just say 28 00:01:23,759 --> 00:01:26,578 Justin Tippett: last week, and I couldn't get through on their call centre. 29 00:01:26,580 --> 00:01:28,770 Justin Tippett: So I reverted to live chat, a very common thing 30 00:01:28,770 --> 00:01:32,310 Justin Tippett: to do. And I finally got through to someone at 31 00:01:32,310 --> 00:01:34,950 Justin Tippett: live chat. They said I was in the queue, " But 32 00:01:34,950 --> 00:01:36,840 Justin Tippett: don't worry, we'll notify you when you get to the 33 00:01:36,840 --> 00:01:38,430 Justin Tippett: top of the queue." And I thought, " Oh, that's great." 34 00:01:38,760 --> 00:01:43,080 Justin Tippett: I'm not joking, three days later, Jen, I got the notification. 35 00:01:43,200 --> 00:01:43,920 Justin Tippett: Three days. 36 00:01:47,129 --> 00:01:47,130 Jennifer Duke: That's a heck of a queue. 37 00:01:47,130 --> 00:01:48,839 Justin Tippett: I know, right? So yeah, that's just an indictment on how things are going at 38 00:01:48,839 --> 00:01:49,259 Justin Tippett: the moment. 39 00:01:49,740 --> 00:01:53,520 Jennifer Duke: So why exactly has customer service become so bad in 40 00:01:53,520 --> 00:01:56,250 Jennifer Duke: recent years? And have we been on some steady decline 41 00:01:56,250 --> 00:01:58,470 Jennifer Duke: towards this point? Or has something been a big trigger? 42 00:01:58,920 --> 00:02:00,689 Justin Tippett: Oh, look, it feels that way, doesn't it? Look, I 43 00:02:00,690 --> 00:02:03,719 Justin Tippett: think COVID certainly shifted the dial on a lot of things 44 00:02:03,929 --> 00:02:06,210 Justin Tippett: for customer service. But if you look at call centers 45 00:02:06,840 --> 00:02:09,150 Justin Tippett: as an example, a lot of companies are offshore. They've 46 00:02:09,150 --> 00:02:12,329 Justin Tippett: put all their call centers in the Philippines, or Fiji 47 00:02:12,330 --> 00:02:14,459 Justin Tippett: even now, South Africa, et cetera. And, all of a 48 00:02:14,460 --> 00:02:16,800 Justin Tippett: sudden, those places couldn't operate. And they didn't have a 49 00:02:16,800 --> 00:02:19,980 Justin Tippett: presence left in Australia. So you saw companies like Telstra 50 00:02:19,980 --> 00:02:22,379 Justin Tippett: just suddenly scrambling going, " Oh my God, we can't get 51 00:02:22,379 --> 00:02:26,668 Justin Tippett: calls answered." So that certainly was a pretty rapid decline. 52 00:02:27,180 --> 00:02:30,030 Justin Tippett: But customer service is more than just call centers, obviously. When 53 00:02:30,300 --> 00:02:32,160 Justin Tippett: I go into a retail store, or a cafe, or 54 00:02:32,160 --> 00:02:35,370 Justin Tippett: something like that, that's customer service. And I think everyone you 55 00:02:35,370 --> 00:02:37,679 Justin Tippett: speak to will say, " It feels like it's just got 56 00:02:37,679 --> 00:02:40,199 Justin Tippett: a lot worse." And I think some of that maybe 57 00:02:40,199 --> 00:02:42,630 Justin Tippett: is just due to the talent shortage that all industries 58 00:02:42,630 --> 00:02:45,660 Justin Tippett: are suffering. It's very hard to get fine staff. And 59 00:02:45,660 --> 00:02:47,639 Justin Tippett: so you tend to scrape the barrel a little bit, 60 00:02:47,639 --> 00:02:50,730 Justin Tippett: don't you? And you say, "I just need staff. I'll take anyone." Rather than 61 00:02:50,910 --> 00:02:53,639 Justin Tippett: having some thresholds that maybe would've been in place prior. 62 00:02:53,639 --> 00:02:55,919 Justin Tippett: So yeah, there's certainly a number of factors that go 63 00:02:55,919 --> 00:02:56,280 Justin Tippett: into it. 64 00:02:56,880 --> 00:02:59,788 Jennifer Duke: And, obviously, there's some pretty big negative impacts on customers 65 00:02:59,788 --> 00:03:01,950 Jennifer Duke: when they get that poor experience. But what impact does 66 00:03:01,950 --> 00:03:04,169 Jennifer Duke: it actually have on a business, and its bottom line, 67 00:03:04,169 --> 00:03:05,400 Jennifer Duke: and those other aspects? 68 00:03:05,610 --> 00:03:08,940 Justin Tippett: Well, I think the biggest impact, obviously, is you lose business. 69 00:03:09,030 --> 00:03:12,900 Justin Tippett: The stats that come out now. 92% of customers will 70 00:03:12,900 --> 00:03:17,760 Justin Tippett: completely abandon a business after two to three negative interactions. So, look, 71 00:03:17,760 --> 00:03:20,910 Justin Tippett: we're pretty patient. Most people are forgiving. Every now and then, 72 00:03:20,910 --> 00:03:23,910 Justin Tippett: companies get things wrong. But what's starting to change now, 73 00:03:23,910 --> 00:03:28,349 Justin Tippett: particularly with the younger generation, is 52% of customers will 74 00:03:28,349 --> 00:03:32,190 Justin Tippett: now switch after one poor interaction. So that's a big 75 00:03:32,190 --> 00:03:35,459 Justin Tippett: impact on a business. And what's even scarier behind that, Jen, 76 00:03:35,459 --> 00:03:39,300 Justin Tippett: is that only 4% of people actually complain. Most of 77 00:03:39,300 --> 00:03:41,820 Justin Tippett: us are just silent complainers. We won't even say anything 78 00:03:41,820 --> 00:03:45,060 Justin Tippett: to the company, we're just gone. You won't see us again. 79 00:03:45,360 --> 00:03:49,169 Justin Tippett: So when I heard Tom Elliott talking on 3AW couple 80 00:03:49,170 --> 00:03:50,969 Justin Tippett: of weeks ago, he'd just been to his local cafe. 81 00:03:51,299 --> 00:03:53,159 Justin Tippett: And he was saying he just got ignored. He was there, 82 00:03:53,219 --> 00:03:55,080 Justin Tippett: no one made eye contact with him. He goes there 83 00:03:55,080 --> 00:03:57,180 Justin Tippett: all the time. Every day, he would go there to get a coffee. 84 00:03:57,360 --> 00:03:58,950 Justin Tippett: And you'd think you'd be a bit smart knowing that 85 00:03:58,950 --> 00:04:01,950 Justin Tippett: this guy's probably got a bit more reach than most people. 86 00:04:02,099 --> 00:04:05,429 Justin Tippett: But after three times he was ignored, he just said, 87 00:04:05,429 --> 00:04:07,469 Justin Tippett: "You know what? Bugger it, I'm never going back again." 88 00:04:07,469 --> 00:04:10,469 Justin Tippett: And then absolutely sledged them on radio as well. So yeah, 89 00:04:10,859 --> 00:04:13,080 Justin Tippett: there's a pretty negative impact for most businesses when we 90 00:04:13,080 --> 00:04:13,530 Justin Tippett: get it wrong. 91 00:04:14,280 --> 00:04:17,070 Jennifer Duke: So what does good customer service look like? That's the 92 00:04:17,070 --> 00:04:17,400 Jennifer Duke: big question. 93 00:04:17,400 --> 00:04:19,830 Justin Tippett: Oh, geez. Yeah, look, I think a lot of it 94 00:04:19,830 --> 00:04:22,500 Justin Tippett: depends on the channel that you go through. If it's 95 00:04:22,500 --> 00:04:25,049 Justin Tippett: in person, obviously, you just want to be acknowledged. How 96 00:04:25,049 --> 00:04:27,660 Justin Tippett: many times have you walked into a store, like Myer, for 97 00:04:27,660 --> 00:04:29,609 Justin Tippett: example, and you go in there and you're looking around, 98 00:04:29,609 --> 00:04:32,190 Justin Tippett: and it's just crickets. There's just no one there. I just want 99 00:04:32,190 --> 00:04:35,160 Justin Tippett: to be acknowledged. Or worse, there's people there and they're 100 00:04:35,160 --> 00:04:37,500 Justin Tippett: just not even paying any attention to you. They're too 101 00:04:37,500 --> 00:04:39,448 Justin Tippett: busy talking to their colleague, or they're on their phone 102 00:04:39,450 --> 00:04:43,020 Justin Tippett: or the computer. And you're just like, " Hello." So that's obviously 103 00:04:43,020 --> 00:04:44,639 Justin Tippett: a bit of a shocker. And when you come to 104 00:04:44,639 --> 00:04:49,110 Justin Tippett: call centers, clearly, wait times is frustrating for people. Or 105 00:04:49,350 --> 00:04:51,810 Justin Tippett: how many times do you ring a call center and you say, " 106 00:04:51,810 --> 00:04:53,790 Justin Tippett: Oh, hi, my name's Justin. I'm just ringing about my 107 00:04:54,000 --> 00:04:56,220 Justin Tippett: energy bill," or something. And they say, " Oh, no worries, 108 00:04:56,220 --> 00:04:57,570 Justin Tippett: I'm happy to help you. Can I start with your 109 00:04:57,570 --> 00:05:00,330 Justin Tippett: name, please?" And you're like, " Oh my god," when they're 110 00:05:00,330 --> 00:05:03,330 Justin Tippett: just not listening. So that's also frustrating. And then, of 111 00:05:03,330 --> 00:05:05,399 Justin Tippett: course, you've got things like live chat, that example that 112 00:05:05,400 --> 00:05:08,250 Justin Tippett: I just gave, where there's just long delays. Or emails 113 00:05:08,250 --> 00:05:10,560 Justin Tippett: that take days to get responses on, et cetera. So 114 00:05:11,100 --> 00:05:13,740 Justin Tippett: I think there's a lot of examples, depending on which 115 00:05:13,740 --> 00:05:15,270 Justin Tippett: part of customer service we're talking about. 116 00:05:15,599 --> 00:05:17,430 Jennifer Duke: Stay with me, Justin, we'll be back in a minute. 117 00:05:23,339 --> 00:05:25,920 Jennifer Duke: I'm talking to Justin Tippett, the founder and CEO of 118 00:05:25,920 --> 00:05:31,020 Jennifer Duke: the Australian Customer Experience Professionals Association. So what about a 119 00:05:31,020 --> 00:05:32,849 Jennifer Duke: company that's getting it right? Do you have a good 120 00:05:32,849 --> 00:05:33,570 Jennifer Duke: example of that? 121 00:05:34,349 --> 00:05:36,599 Justin Tippett: Geez, it's sad when you really have to wrack your 122 00:05:36,599 --> 00:05:40,440 Justin Tippett: brain trying to think of one. Because I think one of the challenges you've got 123 00:05:40,440 --> 00:05:43,349 Justin Tippett: is consistency. As a customer, that's what I want. So 124 00:05:43,560 --> 00:05:46,049 Justin Tippett: Apple often comes to mind. And you go, " You know 125 00:05:46,050 --> 00:05:48,300 Justin Tippett: what? When I go into an Apple store, the experience 126 00:05:48,300 --> 00:05:51,630 Justin Tippett: is normally pretty good." But if you have something wrong, 127 00:05:52,020 --> 00:05:54,360 Justin Tippett: trying to book something into one of their tech support 128 00:05:54,360 --> 00:05:56,428 Justin Tippett: people, or trying to have a discussion on the call 129 00:05:56,428 --> 00:05:59,940 Justin Tippett: center, can be frustrating. So they don't always get it 130 00:05:59,940 --> 00:06:03,180 Justin Tippett: right. But I think one that's globally most people probably 131 00:06:03,180 --> 00:06:07,350 Justin Tippett: understand would be Uber. And just how it really transformed 132 00:06:07,680 --> 00:06:11,159 Justin Tippett: the industry. And, obviously, taxis might have a different view. 133 00:06:11,160 --> 00:06:14,009 Justin Tippett: But it's certainly made life a lot easier, doesn't it? 134 00:06:14,009 --> 00:06:17,339 Justin Tippett: And customer experience is often the basics is just making 135 00:06:17,339 --> 00:06:20,039 Justin Tippett: it easy for customers. Let me do what I want to do. 136 00:06:20,640 --> 00:06:23,040 Justin Tippett: So I think they probably do get it right. It's 137 00:06:23,040 --> 00:06:25,919 Justin Tippett: a pretty seamless process. You go to your app, you 138 00:06:25,920 --> 00:06:27,959 Justin Tippett: order it. You don't need to pay your credit card 139 00:06:27,960 --> 00:06:29,159 Justin Tippett: when you get out of the car and all that 140 00:06:29,160 --> 00:06:30,660 Justin Tippett: sort of stuff. It's all just done for you. 141 00:06:30,660 --> 00:06:34,949 Jennifer Duke: So you're mentioning, obviously, automation, digitisation, and apps, and things there. 142 00:06:34,949 --> 00:06:37,770 Jennifer Duke: So what role does tech play in good customer service? 143 00:06:37,770 --> 00:06:40,109 Jennifer Duke: And are we getting a little too dependent maybe on 144 00:06:40,110 --> 00:06:42,479 Jennifer Duke: tech to provide it when there's human interaction that might 145 00:06:42,480 --> 00:06:44,370 Jennifer Duke: still be required in some instances? 146 00:06:45,450 --> 00:06:47,969 Justin Tippett: Oh, it's a really good question. Oh, look, I think clearly tech is 147 00:06:47,969 --> 00:06:50,339 Justin Tippett: having a big impact on a lot of industries. And 148 00:06:50,339 --> 00:06:53,099 Justin Tippett: AI has obviously just had an explosion in the last 149 00:06:53,250 --> 00:06:55,740 Justin Tippett: six months or so. I can't go a day without 150 00:06:55,740 --> 00:06:58,860 Justin Tippett: someone telling me about a new ChatGPT feature, or the 151 00:06:58,860 --> 00:07:01,500 Justin Tippett: new AI that's going to transform your world. And, look, 152 00:07:01,500 --> 00:07:04,650 Justin Tippett: it is certainly having an impact. But I think for customers, 153 00:07:05,370 --> 00:07:08,099 Justin Tippett: the key thing is reduced effort. You just got to 154 00:07:08,099 --> 00:07:09,509 Justin Tippett: make it easy for me to do what I want. 155 00:07:09,509 --> 00:07:12,719 Justin Tippett: So if technology helps me to do that, great. An 156 00:07:12,720 --> 00:07:15,390 Justin Tippett: example of that is most of us don't want to 157 00:07:15,390 --> 00:07:17,220 Justin Tippett: ring a call center if we've got an issue. We'll 158 00:07:17,220 --> 00:07:19,470 Justin Tippett: try and self- serve first. So we might go to 159 00:07:19,470 --> 00:07:22,260 Justin Tippett: a website, look at the FAQ sections. We might go 160 00:07:22,260 --> 00:07:25,469 Justin Tippett: to YouTube to watch a how to video, or TikTok 161 00:07:25,469 --> 00:07:27,899 Justin Tippett: if you're a bit younger. And so, yeah, technology from 162 00:07:27,900 --> 00:07:29,759 Justin Tippett: that perspective is going to make life a little bit 163 00:07:29,760 --> 00:07:32,310 Justin Tippett: easier for us. And the other opportunity is just being 164 00:07:32,310 --> 00:07:35,820 Justin Tippett: more personalised with interactions. We get so much data now 165 00:07:36,060 --> 00:07:39,059 Justin Tippett: on customers that do business with us. And so it's 166 00:07:39,059 --> 00:07:41,460 Justin Tippett: about using that data smarter to make it a more 167 00:07:41,460 --> 00:07:46,020 Justin Tippett: personalised experience for me. Because, again, research shows that about 80% 168 00:07:46,020 --> 00:07:49,530 Justin Tippett: of consumers are more likely to buy from brands when 169 00:07:49,530 --> 00:07:51,840 Justin Tippett: it is a personalized experience. We just want to be 170 00:07:51,840 --> 00:07:54,060 Justin Tippett: treated like individuals and be recognised. So when you get 171 00:07:54,060 --> 00:07:55,650 Justin Tippett: that right, it's good for business. 172 00:07:56,040 --> 00:07:58,259 Jennifer Duke: I really like that because, often, we're talking about how 173 00:07:58,260 --> 00:08:01,020 Jennifer Duke: collecting data for people is a bad thing. But, actually, 174 00:08:01,020 --> 00:08:03,240 Jennifer Duke: there's an opportunity there to make it a real positive, 175 00:08:03,240 --> 00:08:05,520 Jennifer Duke: and an actual reason to hand over your information to 176 00:08:05,520 --> 00:08:06,090 Jennifer Duke: a company. 177 00:08:06,539 --> 00:08:07,950 Justin Tippett: Yeah, that's right. There is a little bit of that. 178 00:08:07,950 --> 00:08:09,840 Justin Tippett: It's a trade off, isn't it? Yeah, you don't want everyone 179 00:08:09,840 --> 00:08:12,600 Justin Tippett: knowing too much about you. But yeah, when it's used well, 180 00:08:12,750 --> 00:08:15,389 Justin Tippett: it genuinely can lead to a much better experience. If 181 00:08:15,389 --> 00:08:17,880 Justin Tippett: we know your buying patterns, we could proactively reach out 182 00:08:17,880 --> 00:08:20,759 Justin Tippett: and suggest something that might be useful for you. Little 183 00:08:20,759 --> 00:08:23,279 Justin Tippett: basic things like it's your birthday. But even just those 184 00:08:23,279 --> 00:08:25,860 Justin Tippett: little simple things like appointment reminders. If you've made an 185 00:08:25,860 --> 00:08:28,200 Justin Tippett: appointment at the doctor's or the dentist or something like that, 186 00:08:28,200 --> 00:08:29,850 Justin Tippett: and you get that little text message saying, "Hey. Just 187 00:08:29,850 --> 00:08:32,429 Justin Tippett: a reminder your appointment's tomorrow." And you go, "Oh, good, that's right. I forgot 188 00:08:32,429 --> 00:08:36,210 Justin Tippett: about that." So yeah, there is certainly a role to play for technology. 189 00:08:36,420 --> 00:08:39,449 Justin Tippett: I think what you find though, in call centers in particular, 190 00:08:39,780 --> 00:08:42,750 Justin Tippett: what we've found is a real transition in the skillset 191 00:08:42,750 --> 00:08:45,570 Justin Tippett: required to be a call center agent. When I started 192 00:08:45,570 --> 00:08:47,368 Justin Tippett: on the phones when I was 18, so it was a hell of a 193 00:08:47,370 --> 00:08:50,490 Justin Tippett: long time ago, and back then, they were really basic calls. 194 00:08:51,270 --> 00:08:54,150 Justin Tippett: Like banks, for example. We literally would get calls from 195 00:08:54,150 --> 00:08:56,490 Justin Tippett: customers saying, "Hi, I just want to check my balance." 196 00:08:56,520 --> 00:08:59,759 Justin Tippett: Because we didn't have apps back then. We didn't even 197 00:08:59,760 --> 00:09:03,270 Justin Tippett: have a computer back then. So they were really easy transactional 198 00:09:03,270 --> 00:09:06,240 Justin Tippett: type inquiries to have. But now what's coming into the 199 00:09:06,240 --> 00:09:09,270 Justin Tippett: call centers is really complex stuff. Because I've already gone 200 00:09:09,270 --> 00:09:11,910 Justin Tippett: to my app and it didn't work. So, suddenly, I'm 201 00:09:11,910 --> 00:09:14,730 Justin Tippett: tech support, when I was really just a call centre agent. 202 00:09:14,969 --> 00:09:17,100 Justin Tippett: So it's really changing the industry, if you like, in 203 00:09:17,100 --> 00:09:19,710 Justin Tippett: terms of call centres in the skillset that's required of 204 00:09:19,710 --> 00:09:22,530 Justin Tippett: the agents to deliver good customer experiences as well. 205 00:09:23,400 --> 00:09:25,950 Jennifer Duke: So I'm really curious about your thoughts on what the 206 00:09:25,950 --> 00:09:29,130 Jennifer Duke: big solution is for fixing this, I'm going to call 207 00:09:29,130 --> 00:09:32,460 Jennifer Duke: it a customer service deficit in Australia, because economics is 208 00:09:32,460 --> 00:09:34,799 Jennifer Duke: my background. But do you think that leaders need to 209 00:09:34,799 --> 00:09:37,439 Jennifer Duke: change the way that they view customer services at businesses 210 00:09:37,440 --> 00:09:41,640 Jennifer Duke: from something that's nice to have to something that's vital for their business bottom line, their 211 00:09:41,640 --> 00:09:42,540 Jennifer Duke: business success? 212 00:09:42,900 --> 00:09:44,610 Justin Tippett: Yeah, look, hopefully, some of the stats that I've already 213 00:09:44,849 --> 00:09:48,120 Justin Tippett: reeled off resonate with people. Because I think the reality 214 00:09:48,120 --> 00:09:49,950 Justin Tippett: is, to get a seat at the exec table, you've 215 00:09:49,950 --> 00:09:52,590 Justin Tippett: got to demonstrate the tangible impact that CX is going 216 00:09:52,590 --> 00:09:54,540 Justin Tippett: to have on the balance sheet. And I think, as 217 00:09:54,540 --> 00:09:57,390 Justin Tippett: practitioners, we've probably been pretty bad at that. We talk 218 00:09:57,390 --> 00:09:59,790 Justin Tippett: about, as you said, it's a nice thing to do. 219 00:10:00,030 --> 00:10:02,159 Justin Tippett: CX is all very fluffy and let's be nice at 220 00:10:02,160 --> 00:10:05,579 Justin Tippett: customer service, et cetera. But the reality is there's hard 221 00:10:05,580 --> 00:10:08,610 Justin Tippett: numbers behind it. And if you've heard of that Net 222 00:10:08,610 --> 00:10:11,429 Justin Tippett: Promoter Score, which a lot of companies use. And that's 223 00:10:11,429 --> 00:10:14,190 Justin Tippett: typically just asked on a scale of one to 10, 224 00:10:14,220 --> 00:10:16,949 Justin Tippett: how likely are you to recommend company A to your 225 00:10:16,950 --> 00:10:19,800 Justin Tippett: family or friends? The research has shown that people that 226 00:10:19,800 --> 00:10:22,320 Justin Tippett: are classified as promoters, so they're the ones that gave 227 00:10:22,320 --> 00:10:26,040 Justin Tippett: it a nine or a 10, have a customer lifetime value 228 00:10:26,040 --> 00:10:31,199 Justin Tippett: of a minimum of 600% higher than a detractor score, 229 00:10:31,200 --> 00:10:32,968 Justin Tippett: which is the ones that gave it a bad score. 230 00:10:33,660 --> 00:10:37,710 Justin Tippett: So it's a big number. And literally every single stat 231 00:10:37,710 --> 00:10:40,800 Justin Tippett: that we see suggests that there is more revenue to 232 00:10:40,800 --> 00:10:43,469 Justin Tippett: be made when you get CX right. So I think 233 00:10:43,469 --> 00:10:46,289 Justin Tippett: we've really got to get that message out to the 234 00:10:46,289 --> 00:10:48,780 Justin Tippett: leaders of industry. And say, " It's not just a nice 235 00:10:48,780 --> 00:10:51,630 Justin Tippett: thing to do, it is actually good for your business." 236 00:10:51,840 --> 00:10:54,480 Justin Tippett: And I think if we can get that message out there clearly, 237 00:10:54,960 --> 00:10:56,160 Justin Tippett: I think it's going to be a good thing for 238 00:10:56,160 --> 00:10:57,449 Justin Tippett: everyone that works in our industry. 239 00:10:57,990 --> 00:10:59,759 Jennifer Duke: I think there'll be plenty of business leaders who are 240 00:10:59,759 --> 00:11:02,099 Jennifer Duke: listening to that loud and clear, Justin. Thank you so 241 00:11:02,099 --> 00:11:03,449 Jennifer Duke: much for talking to Fear & Greed. 242 00:11:03,929 --> 00:11:05,130 Justin Tippett: No, my pleasure. Thanks for having me. 243 00:11:05,699 --> 00:11:08,040 Jennifer Duke: And that was Justin Tippett, the founder and CEO of 244 00:11:08,040 --> 00:11:12,000 Jennifer Duke: the Australian Customer Experience Professionals Association. This is the Fear & 245 00:11:12,030 --> 00:11:14,699 Jennifer Duke: Greed business interview. Join us every morning for the full 246 00:11:14,700 --> 00:11:18,150 Jennifer Duke: episode of Fear & Greed, Australia's best business podcast. I'm Jennifer 247 00:11:18,150 --> 00:11:20,910 Jennifer Duke: Duke, economics correspondent for Capital Brief, and filling in for 248 00:11:20,910 --> 00:11:22,348 Jennifer Duke: Sean Alymer. Have a great day.