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Speaker 1: Welcome to the Fear and Greed Business Interview. I'm sure

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Speaker 1: al mum. Every business knows that the customer experience matters,

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Speaker 1: but some companies do it much better than others. Every year,

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Speaker 1: KPMG explores this with their Australian Customer Experience Excellence Report,

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Speaker 1: examining what a good customer experience looks like, sector bisector

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Speaker 1: and identifying the stand up performers. Carmen Becker is Partner

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Speaker 1: in charge of KPMG Customer Advisory and she joins me

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Speaker 1: in the studio. Carmen, welcome to Fear and Greed.

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Speaker 2: Thank you very much, Thank you for having me.

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Speaker 1: We talk about customer experience so much, and individually we

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Speaker 1: can all give anecdotes. Broadly, though, why does customer experience

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Speaker 1: matter so much to a company?

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Speaker 2: So a customer experience, A good customer experience can define

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Speaker 2: how to attract and keep your customers. To put it

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Speaker 2: really simply, why does a customer come to you and

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Speaker 2: why do they stay with you can be determined through

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Speaker 2: a great customer experience. We've also seen research in the

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Speaker 2: US that in our Customer Experience Excellence Report, when you

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Speaker 2: look at all the one hundred companies, the top fifty

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Speaker 2: get double the revenue returns if they focus on customer

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Speaker 2: you can see that sort of change. There's a real

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Speaker 2: financial benefit.

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Speaker 1: Yeah right. Who does it well in Australia at the moment.

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Speaker 2: Well. In our Customer Experience Excellence Report, the number one

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Speaker 2: brand this year was Mecha. Mecca is a online and

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Speaker 2: physical beauty store and it drives fantastic results. And there's

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Speaker 2: quite a few reasons, so, I.

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Speaker 1: Mean it makes it's an interesting one. I have a

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Speaker 1: couple of young women in my household and they love Mecha.

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Speaker 1: Both of them love Mecha. Yeah, what is it that

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Speaker 1: Mecha does?

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Speaker 2: So Mecca have a few key pillars that they lean

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Speaker 2: into which really drives this fantastic experience. One is loyalty.

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Speaker 2: So you're probably you've probably heard about the beauty Loop

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Speaker 2: the loyalty program. Mecha is a shining star of loyalty

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Speaker 2: programs in Australia and it drives a beyond reasonable demand

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Speaker 2: because women, tweens, girls all over Australia love the beauty

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Speaker 2: Loop boxes and they aim for the higher levels. We

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Speaker 2: see that driving fantastic repeat customers. So advocacy and loyalty.

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Speaker 2: The other thing they do is they have a very

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Speaker 2: good seamless customer interaction. I don't want to use too

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Speaker 2: much jargon, but what that means is if I'm on

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Speaker 2: the Mecca website, on the Mecha app, in the Meccha store,

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Speaker 2: they recognize me so they know that I'm the same person,

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Speaker 2: which means they're driving me to feel comfortable and confident

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Speaker 2: in their space, and that is done through excellent technology

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Speaker 2: within the company, within the back end.

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Speaker 1: In a moment, I'll get to some of these pillars

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Speaker 1: that you talk about, but I just want to go

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Speaker 1: to Bunnings quickly because it is always there and they

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Speaker 1: just seem to have this repeat process that no matter

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Speaker 1: who's there, people like Bunnings. What is it about that

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Speaker 1: company or that retailer.

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Speaker 2: Yeah, everything Bunnings does is pushing it up and up

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Speaker 2: in the Customer Experience Excellence Report. It really understands it's

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Speaker 2: customers and the segments. And we've seen that through a

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Speaker 2: few techniques that they've used. One is the in store

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Speaker 2: help helpers and the people that really help you navigate

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Speaker 2: not only the store, but navigate your DIY processes. They

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Speaker 2: are excellent. I don't know if you've ever been in

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Speaker 2: there and asked them. I don't know how to pat

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Speaker 2: this or do that. They are knowledgeable and they're always there.

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Speaker 2: They're on hand. They've enhanced that with a digital version

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Speaker 2: of that as well, so online they've got DIY videos

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Speaker 2: for everything, so people feel very confident that Bunnings can

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Speaker 2: help them through the situations and issues and problems they

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Speaker 2: may have with DIY. They've also used things like the

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Speaker 2: ale helper, you know, to really help you navigate what

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Speaker 2: is quite a complicated store if you don't understand DIY.

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Speaker 2: And they also have a very good hiring policy, so

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Speaker 2: we often see that the choice of employees that you

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Speaker 2: hire and your front of house staff really drive customer

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Speaker 2: experience results. So a great employee experience, employees that are

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Speaker 2: happy you've chosen the right employees for the right job,

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Speaker 2: they will drive higher customer experience. And we can see

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Speaker 2: that in Bunnings. They hire people for their previous experience,

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Speaker 2: so they might hire ex painters or x trade's to

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Speaker 2: really help people understand how to do their DIY projects.

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Speaker 1: And then just quickly Telco's utilities in the last report,

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Speaker 1: they're actually doing better. Now we've all hated our Telco

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Speaker 1: and our gas company, et cetera.

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Speaker 2: What do.

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Speaker 1: I mean, why are they what have they done to

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Speaker 1: turn things around?

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Speaker 2: Interestingly, so utilities, let's start there. They were always about

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Speaker 2: servicing the meter or the actual product itself that's in

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Speaker 2: the ground, and there's been a real shift in the

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Speaker 2: last say five years for these sorts of companies to

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Speaker 2: really service the customer. So think about what is it

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Speaker 2: that the customer might be expecting from their water supplier.

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Speaker 2: For example, they're expecting it not to turn off, to

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Speaker 2: understand their bills, they're expecting to know when there's work's

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Speaker 2: going to happen. And so you'll see all the innovations

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Speaker 2: that the water companies, for example, are using now to

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Speaker 2: really reassure customers that they're on top of things. So

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Speaker 2: they're using things like smart meters, they're using AI within

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Speaker 2: systems to understand where there might be a future problem

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Speaker 2: so they can go and fix it before it comes.

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Speaker 2: So with these sorts of technology advancements, they're able to

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Speaker 2: then provide a better customer experience and a better satisfaction

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Speaker 2: for customers.

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Speaker 1: Thank you, Carmen. We'll be back in a minute. My

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Speaker 1: guest this morning is Carmen Becker from KPMG. You talk

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Speaker 1: about six pillars of good customer service. I think some

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Speaker 1: are self evident, others are not.

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Speaker 2: Integrity, yes, so integrity is really about trust. So do

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Speaker 2: customers trust your brand, your business to do the things

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Speaker 2: that they say they're going to do, but with integrity,

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Speaker 2: so you know, within regulation, the ability to create an

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Speaker 2: environment whether your data is protected and they're not on

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Speaker 2: selling your data or doing something that makes the customer

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Speaker 2: feel uneasy with dealing with that company. Resolution Resolution is

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Speaker 2: really about complaints. So if you think about if I

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Speaker 2: have a problem, how quickly can you solve it? And

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Speaker 2: resolution is quite interesting now because of AI agents, we're

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Speaker 2: actually able to resolve problems quite quickly. So in the past,

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Speaker 2: you might have called a contact center with a complaint

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Speaker 2: weighted in a queue, eventually got hold of someone and

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Speaker 2: then had to resolve that maybe over email. Now what

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Speaker 2: we're seeing is companies have you know, a little AI

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Speaker 2: chatbot that you can access and you can talk to

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Speaker 2: that chatbot about what your problem or complaint might be,

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Speaker 2: and often it's resolved at that point of contact.

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Speaker 1: So AI has made a significant difference in.

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Speaker 2: That significant difference because now customers are looking to a

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Speaker 2: digital first solution when they have a complaint. So the

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Speaker 2: majority of customers under fifty really want They don't want

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Speaker 2: to talk to a contact center at all. They expect

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Speaker 2: a company to have a digital solution, So by that

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Speaker 2: I mean something through their app or an AI chatbot

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Speaker 2: or through their website, some way of contact and connecting

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Speaker 2: with the company to make sure that their query, question,

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Speaker 2: complaint is answered quickly.

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Speaker 1: Okay. The third pillar expectations.

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Speaker 2: Expectations is about doing what you say you are going

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Speaker 2: to do in the timeframe you promised to do it.

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Speaker 2: So in COVID, what we saw was expectations as a pillar,

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Speaker 2: and the scores on expectations went through the roof because

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Speaker 2: companies introduce better systems then to home deliver for example,

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Speaker 2: to get things to you quickly. They change things from

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Speaker 2: being physical to digital. And we've seen expectations rise and

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Speaker 2: rise and rise in Australia since COVID because people expect

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Speaker 2: if you say you're going to deliver it tomorrow, it

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Speaker 2: comes tomorrow.

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Speaker 1: Personalization.

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Speaker 2: Personalization is about really deeply understanding the customer that you're

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Speaker 2: talking to. And there's this buzzword called hyper personalization and

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Speaker 2: what that simply means is that companies have a one

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Speaker 2: to one relationship with their customer. So if I'm a

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Speaker 2: brand or a business, I really know you. I know

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Speaker 2: what you like doing, I know where you go, I

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Speaker 2: know all the information and data that you've chosen to

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Speaker 2: give me. But then what customers expect is a value exchange. Now,

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Speaker 2: so you've given me something as a brand, your customer's

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Speaker 2: given me your data. They want to know that you're

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Speaker 2: going to give them something back that helps them. So

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Speaker 2: personalization is really about also nudging the customer or helping

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Speaker 2: the customer before they really know they need help. I'm

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Speaker 2: really thinking about what that customer might need in that moment.

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Speaker 1: It's an interesting concept. I mean, maybe Mecha is an

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Speaker 1: example of that. I know a particular retailer that I

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Speaker 1: use a lot that really irritates me that I get

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Speaker 1: loyalty points but I get nothing for it. The only

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Speaker 1: benefit is if I have to exchange, I have it

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Speaker 1: on record, but otherwise it just sort of irritates me

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Speaker 1: that they've got my loyal without me getting anything from it.

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Speaker 2: Yeah, it's proven that loyalty programs need to have a

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Speaker 2: very strong return for the customer to really believe in it.

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Speaker 2: And you know, you can see with quantus loyalty program, flybys, etc.

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Speaker 2: You can see how they've developed over time and the

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Speaker 2: sorts of different incentives they're using to make sure customers

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Speaker 2: feel loyal and a sticky to those brands.

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Speaker 1: The fifth pillar is time and effort.

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Speaker 2: Yes, this is a favorite pillar of mine because this

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Speaker 2: is really about how hard is it to interact with

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Speaker 2: a company? So can I use the digital products easily?

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Speaker 2: You know? Is the app available? Do you have an app?

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Speaker 1: You know?

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Speaker 2: Is there a good website? Do I have to go

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Speaker 2: in store or in branch to do things that I

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Speaker 2: really should be able to do digitally and seamlessly? You know,

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Speaker 2: when you're signing a document, does it have to be

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Speaker 2: physical wet signature or could it be doc you signed?

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Speaker 2: So this is really what companies are doing behind the

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Speaker 2: scenes when they talk about digital transformation for customers. They're

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Speaker 2: looking at making all of those interacts actions as seamless

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Speaker 2: as possible.

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Speaker 1: In the final pillar, one, I love empathy.

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Speaker 2: Empathy is really strong in the last report in financial services,

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Speaker 2: increased by thirty percent. Empathy is really about not just

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Speaker 2: so knowing who the customer is, which is personalization, but

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Speaker 2: really deeply understanding what those customers issues might be and

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Speaker 2: we see this come out very clearly in financial services

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Speaker 2: companies when they think about financial hardship. So when they're

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Speaker 2: contacting a customer, before the customer reaches out, they may

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Speaker 2: have seen indicators in their everyday bank account that shows

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Speaker 2: that they might be entering into financial hardship. They might

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Speaker 2: be missing a mortgage payment. And so when a company

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Speaker 2: reaches out with kindness and empathy in that moment, they

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Speaker 2: drive unreasonable amounts of loyalty and so that really makes

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Speaker 2: customers sticky.

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Speaker 1: I mean, I think about half the top one hundred

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Speaker 1: brands a retailer is not surprising because their names that

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Speaker 1: we all know and love or not does it is

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Speaker 1: there much of a difference between the customer experience in

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Speaker 1: detail and the rest.

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Speaker 2: What retailers are really good at is driving innovation. So

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Speaker 2: they are often first forward with an idea. So you'll

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Speaker 2: see Amazon stores in America they were first with don't

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Speaker 2: pay on the way out. We've already scanned everything. We

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Speaker 2: see the different ways of scanning in Australia that have

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Speaker 2: come into the supermarkets. We see new innovations in the

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Speaker 2: digital commerce, like in the online aisle, through the retailers

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Speaker 2: first and we've also seen the best sort of AI

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Speaker 2: chatbots through them coming first. We also see really good

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Speaker 2: interactive immersive experiences, and what that means is places you

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Speaker 2: can go, you and I can go that are physical

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Speaker 2: where we have a really good time with the brand,

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Speaker 2: and then it drives loyalty. It makes us feel good,

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Speaker 2: it makes us connect with that brand.

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Speaker 1: ABEFI makes me feel twenty years younger my income. Well,

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Speaker 1: that's good. That is really good.

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Speaker 2: That's an excellent experience for you.

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Speaker 1: Okay, calm and let's wrap all that up. What does

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Speaker 1: the future hold in terms of customer experience, particularly with

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Speaker 1: reference to AI.

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Speaker 2: I'll give you a word for you to use in

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Speaker 2: your next interviews. It's anthropomorphism, which is one that you'll love.

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Speaker 2: It's where you put human attributes onto a machine. And

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Speaker 2: that really is the future. We're seeing that happening using AI,

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Speaker 2: using other tools, but really bringing to life the human

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Speaker 2: through machines and communicating with customers and making them feel

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Speaker 2: confident and comfortable talking to a machine.

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Speaker 1: Fantastic, Carmen, thank you for talking to Fear and Greed.

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Speaker 2: Thank you.

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Speaker 1: That was Carmen Beggar, partner in charge of KPMG Customer Advisory.

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Speaker 1: This is the Fear and Greed Business Interview. Join us

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Speaker 1: every morning for the full episode of Fear and Greed

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Speaker 1: Daily business years with people who make their own decisions.

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Speaker 1: I'm Sean Elmer. I enjoy your dad,