The CX Iconoclast
If you’re exhausted by traditional approaches to CX, impatient with the stunning lack of progress in the field, and done re-hashing the “best practices” that don’t change anything, you’ve found your podcast. Here’s what we know: Companies gain competitive advantage through exceptional customer experience, and customer insights are the best decision-making tool there is. But traditional CX approaches have run their course and it’s time for the next revolution in CX. Tune in every two weeks as Richard Owen, co-founder of OCX Cognition, hosts conversations and interviews with business leaders, academics, and thinkers whose ideas can guide the CX profession to think in new ways about what success looks like. Most of them aren’t CX professionals, but all of them have something to teach us about CX. We’ll take a clear-eyed look at the problems that have hampered the discipline and explore the compelling ideas behind a re-engineering CX for a modern world. Come disgruntled, leave inspired. Find us at www.ocxcognition.com
The CX Iconoclast
David Tudehope – Customers as the Best Guide for Innovation and Change
In any successful industry, leaders must answer an existential question: How do you evolve and adapt as the world around you changes? Our guest David Tudehope, CEO of Australia’s Macquarie Telecom Group, looks to customers to as the ultimate guide. In doing so, he takes a very unusual approach in an industry known for its poor customer experience.
David explained that Macquarie Telecom Group strives to be what he calls “un-telco.” The company was founded just as the telecommunications market in Australia was deregulating, with the purpose of making a difference to underserved, overcharged telco markets in Australia. David has led Macquarie through some notable successes. Over the past decade, for example, the company’s market capitalization has grown 10 times, driven by its profitability increasing by 400%. Constant innovation has been key to this growth – Macquarie has entered new business areas and rebalanced its profit mix from 80% telco and 20% cloud a decade ago to the inverse proportion today.
Macquarie relies on three key ingredients for its success: Customer experience through complete transparency, continuous product and service innovation, and an executive team that harnesses innovation.
A few of David’s points to listen for:
- In David’s industry, as in others, companies that don’t innovate may not be around in a decade. He’s very clear that the customer perspective is the most effective guide for innovation.
- A lot of companies pay lip-service to “the customer experience,” but Macquarie has been concrete and focused about using its superior customer experience as a differentiator.
- David credits measurement key to aligning the company around the customer experience – he regrets not moving faster to get clear, company-wide metrics in place to drive the delivery of customer experience.
Learn more about David: https://www.linkedin.com/in/david-tudehope-3217b214/
Macquarie Telecom Group: https://macquarietelecomgroup.com/
Find out how predictive CX analytics can help your business: https://ocxcognition.com/
Follow us on LinkedIn: https://www.linkedin.com/company/ocxcognition/
Connect with Richard Owen on LinkedIn: linkedin.com/in/richard-owen-98ba3
