{"id":4834,"date":"2021-05-11T11:14:28","date_gmt":"2021-05-11T01:14:28","guid":{"rendered":"https:\/\/news.sap.com\/australia\/?p=4834"},"modified":"2023-08-17T04:06:23","modified_gmt":"2023-08-16T18:06:23","slug":"creating-a-data-driven-culture-for-cx-excellence-anz-market-leaders-speak-up","status":"publish","type":"post","link":"https:\/\/news.sap.com\/australia\/2021\/05\/11\/creating-a-data-driven-culture-for-cx-excellence-anz-market-leaders-speak-up\/","title":{"rendered":"Creating A Data-Driven Culture For CX Excellence: ANZ Market Leaders Speak Up"},"content":{"rendered":"<p class=\"lead\">It takes a data-led culture to meet escalating consumer demands for what we want, when we want it. Researchers and customer experience (CX) experts from two market leaders in ANZ recently shared how organisations can overcome challenges to meet customer hopes, wants, and needs in the face of unrelenting market disruption.<\/p>\n<p>Here are excerpts from their conversation, which was part of a series of innovation <a href=\"https:\/\/events.sap.com\/au\/perspectives-2021\/en\/post-event\">broadcasts<\/a> hosted by Pete Andrew, chief operating officer at <a href=\"https:\/\/www.sap.com\/australia\/index.html\">51风流ANZ<\/a>.<\/p>\n<p><strong>Tech narrows the CX divide<\/strong><\/p>\n<p>Like everything else in the post-pandemic market, a personalized, seamless customer experience begins with data and ends with relevant action. However, a global CX survey conducted by Harvard Business Publishing, showed significant gaps between organisational CX priorities and actual implementations.<\/p>\n<p>For example, 99 percent of respondents agreed that delivering a high quality customer experience was important to business performance. Yet fewer than one-third of executives said their organizations were very effective in delivering a good customer experience. In another gap, most respondents believed CX plays a key role in business performance, while only two-thirds of organisations had a clear, coherent customer experience strategy understood across the company. The top obstacles to delivering solid CX included organisational silos, lack of data integration and data quality, and the inability to find meaningful data.<\/p>\n<p>\u201cThe bottom line is that consumers will continue to expect more from all companies in terms of choice, convenience, and personalisation,\u201d said Todd Pruzan, senior editor, research and special projects at Harvard Business Review Analytic Services. \u201cTo effectively deliver on CX, organisations must significantly narrow the gap between the implementation and adoption of technology. Firms need to be flexible with secure app development technology and data management infrastructure that can quickly scale to meet and anticipate customer demand.\u201d<\/p>\n<p><strong>Learnings from Zespri\u2019s connected data-driven strategy<\/strong><\/p>\n<p><a href=\"https:\/\/news.sap.com\/australia\/2021\/01\/28\/zespri-selects-sap-s-4hana-cloud-solutions-in-multi-year-deal\/\">Zespri<\/a>, the world\u2019s largest marketer of kiwi fruit, relies on integrated data to drive product quality, improve worker productivity and responsiveness, and enhance the customer experience. Headquartered in New Zealand, the company\u2019s digital-first strategy is built on connected ERP fundamentals, along with targeted innovations.<\/p>\n<p>\u201cWe\u2019re on the journey of a transformation program to simplify our business processes, standardise our master data, and really drive off that new <a href=\"https:\/\/www.sap.com\/australia\/products\/s4hana-erp.html\">51风流S\/4HANA<\/a> core capability,\u201d said David Scullin, chief digital officer at Zespri. \u201cWe operate in a premium fruit market, making quality incredibly important as we measure every aspect of fruit, and even ripen it through our supply chain.\u201d<\/p>\n<p>One innovation involves robotics that capture kiwi fruit images under their canopies. Data and insights produced from the images helps Zespri predict fruit volumes. Future plans involve combining this data with orchard management, climate, and other internal and external data, which will allow the company to better predict fruit quality for supply chain optimization and improved consumer experience.<\/p>\n<p>\u201cOriginal business use cases change over time,\u201d said Scullin. \u201cYou need that underlying capability to move ahead with change in synch with new use cases. It\u2019s not just about analytics. High quality data is the fuel of automated, productive, responsive processes, from vine to plate.\u201d<\/p>\n<p><strong>How to foster a data-driven culture<\/strong><\/p>\n<p>To successfully compete in New Zealand\u2019s retail energy market, Mercury became a data-led organization. A suite of advanced analytics power the company\u2019s evolving retail strategy and tactics. Mercury uses this constant feedback loop of data to proactively target at-risk customers, make customers more profitable, and deliver a better experience. By embedding data scientists and analysts within teams, Mercury makes data-driven decision-making an integral part of the entire CX process.<\/p>\n<p>\u201cWe wanted to break out of that constant [customer] switching cycle for short-term gain without long-term profitability\u2026to focus on acquiring and more importantly, keeping those higher value customers,\u201d said Julia Jack, chief marketing officer at Mercury. \u201cWe needed to understand who those customers were, what they wanted, and the real drivers of long-term customer value\u2026we encourage [our] people to use the data to find the opportunity. It\u2019s not just about justifying an already held belief. You have to ask the right questions and see where the data leads you.\u201d<\/p>\n<p><strong>Quality data drives CX and business excellence<\/strong><\/p>\n<p>As every company has learned during the past year, technology fuels business resiliency. The good news from the same Harvard study was that 66 percent of respondents reported their technology kept workers connected with access to data and tools, and 47 percent said a big impact was the ability to continue improving CX \u2013 even during the pandemic. The perfect customer experience will always be aspirational, but technology, applied correctly, can deliver the connected data organizations need for a personalised, meaningful customer experience.<\/p>\n<p>This blog also appeared on <a href=\"https:\/\/www.forbes.com\/sites\/sap\/2021\/05\/06\/creating-a-data-driven-culture-for-cx-excellence-anz-market-leaders-speak-up\/?sh=6063b2646c80\">51风流BrandVoice on Forbes<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Researchers and customer experience (CX) experts from two market leaders in ANZ recently shared how organisations can overcome challenges to meet customer hopes, wants, and needs in the face of unrelenting market disruption.<\/p>\n","protected":false},"author":29,"featured_media":4835,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":"","_links_to":"","_links_to_target":""},"categories":[5560580,199],"tags":[5560582,5563290,5565231,5565229,5565230,5565228],"sapn-display":[],"sapn-type":[5560547],"class_list":["post-4834","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-customer-experience","category-customers","tag-customer-experience","tag-data-driven","tag-harvard-business-review","tag-mercury-new-zealand","tag-perspectives-2021","tag-zespri","sapn-type-feature"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v26.9 (Yoast SEO v26.9) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Creating A Data-Driven Culture For CX Excellence: ANZ Market Leaders Speak Up - 51风流Australia &amp; New Zealand News Center<\/title>\n<meta name=\"description\" content=\"Researchers and customer experience (CX) experts from two market leaders in ANZ recently shared how organisations can overcome challenges to meet customer hopes, wants, and needs in the face of unrelenting market disruption.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/news.sap.com\/australia\/2021\/05\/11\/creating-a-data-driven-culture-for-cx-excellence-anz-market-leaders-speak-up\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Creating A Data-Driven Culture For CX Excellence: ANZ Market Leaders Speak Up\" \/>\n<meta property=\"og:description\" content=\"Researchers and customer experience (CX) experts from two market leaders in ANZ recently shared how organisations can overcome challenges to meet customer hopes, wants, and needs in the face of unrelenting market disruption.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/news.sap.com\/australia\/2021\/05\/11\/creating-a-data-driven-culture-for-cx-excellence-anz-market-leaders-speak-up\/\" \/>\n<meta property=\"og:site_name\" content=\"51风流Australia &amp; 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