The CX Evolution

In today's rapidly evolving business landscape, customer experience has become more critical than ever. As digital platforms continue to transform the way we interact with brands, businesses must adapt to meet the evolving expectations of their customers. 

We recently hosted a panel event with industry leaders sharing lessons from their lived experience. We were joined by: 

• Mareile Osthus – Co-Founder & CEO, Humii 
• Blair Redfern – Head of Customer Support, Spaceship 
• Heather Robinson – Customer Care Director, Lyka 

The Rise of Digital Platforms 

Traditional customer satisfaction metrics, like Net Promoter Score (NPS), often fall short in providing a comprehensive understanding of the customer journey. Digital platforms, however, offer a wealth of data that can be harnessed to gain deeper insights. This data and feedback on the customer journey should be shared during stakeholder meetings to illuminate pain points and identifying solutions. 

Companies like Humii are at the forefront of this revolution, using cutting-edge technology to analyse online customer behaviour and identify areas for improvement across the customer’s journey. By combining human analysis with data-driven insights, these platforms provide retailers with actionable recommendations to enhance their customer experience. 

“You can’t fix what you don’t know or measure.” – Mariele Osthus 

The Importance of Human-Centricity 

While technology plays a crucial role in understanding customer behaviour, it's equally important to maintain a human-centric approach. Empathy, personalisation, and a genuine understanding of customer needs are essential for building strong relationships and maintaining brand loyalty. 

Lyka, a dog food company founded by Anna Podolsky, exemplifies human centricity. By offering customisable plans and using high-quality, human-grade ingredients, Lyka demonstrates a deep commitment to the wellbeing of its customers and their furry friends. 

Navigating Economic Challenges 

It’s no surprise the current economic climate presents unique challenges for businesses and their customers. As consumers tighten their belts, it's more important than ever to provide exceptional value and support. 

Spaceship, a financial services company, is actively addressing these challenges by reducing fees and offering transparent pricing. By prioritising customer needs, providing clear communication and meeting them we’re they’re at financially, Spaceship is building trust and loyalty in a difficult economic environment. 

“It’s important to get your wider team on the tools to help evolve the CX experience.” – Blair Redfern 

The Balancing Act of Technology with Human Touch 

The successful integration of technology and human touch is essential for delivering an exceptional customer experience. Automation can streamline processes and improve efficiency, but it will never replace human connection. 

Heather from Lyka emphasises the importance of strategic thinking when it comes to automation. By identifying areas where human touch is most valuable and empathy is needed, businesses can ensure that technology enhances rather than replaces the customer experience. 

“Define where human touch is needed and automate the other parts.” – Heather Robinson

Talent and Culture 

Attracting and retaining top talent is crucial for delivering exceptional customer experiences. Creating a positive and inclusive work culture is essential for employee engagement and satisfaction. 

Spaceship has achieved a remarkably low staff turnover by investing in employee wellbeing, offering competitive benefits, and providing opportunities for growth and development. Mariele from Humii emphasises the importance of trust, autonomy, and flexibility in creating a supportive work environment.

Emerging Trends and Predictions 

As the customer experience landscape continues to evolve, businesses must stay ahead of emerging trends. Automation, personalisation, and data-driven insights will play an increasingly important role in shaping the future of customer service. 

However, it's essential to remember that the human element remains indispensable. By combining technology with empathy and understanding, businesses can build lasting relationships and thrive in the competitive marketplace. Prioritising customer experience and service must be a company-wide mindset. 

• Work-life balance is now the primary driver for employees, closely followed by salary and compensation concerns. 
• Career Development and Job Security remain important factors, while the current unemployment rate stands at 4.2%, reflecting a still-tight job market. 
• Although salaries have seen a slight 4% increase over the past year, growth appears to be slowing. 

Meet the Speakers 

Mareile Osthus – Co-Founder & CEO, Humii 

Humii is a startup that makes retailers’ online customer experience tangible, measurable, and trackable. Mareile, with over 20 years of retail experience and 15 years in e-commerce, has successfully scaled giants like Zalando and THE ICONIC. Her insights on optimising the customer journey were invaluable. 

Blair Redfern – Head of Customer Support, Spaceship 

Spaceship is an Australian financial services company dedicated to empowering people to invest in their futures. Prior to joining Spaceship, he gained valuable experience in operations and strategy roles at Plenti and Uber. 

Heather Robinson – Customer Care Director, Lyka 

Heather Robinson is the Customer Care Director at Lyka, where she champions the importance of personalised service and human connection in an increasingly tech-driven world. With experience from Menulog and ANZ, she brought a unique blend of expertise in customer care, making her insights particularly impactful. 

If you're looking to recruit top talent in CX or are a candidate seeking a role in this field, reach out to us! WOW Recruitment specialises in customer experience roles across call centres, operations, business support, and more.