CX leaders in Australia are actively refining their customer and employee strategies. Due to high contact centre operational costs, outsourcing to countries like the Philippines, Fiji, and South Africa has gained popularity. However, compliance issues restrict some organisations from outsourcing. Despite cost constraints, elevating customer experience (CX) through AI, self-service, and digital channels remains crucial. High agent attrition also highlights the need to enhance employee experience (EX).
Meeting these challenges has prompted organisations to assess AI and automation solutions to enhance efficiency, cut costs, and improve EX. Australian CX teams hold extensive data from diverse applications, underscoring the need for a robust data strategy – that can provide deeper insights into customer journeys, proactive service, improved self-service options, and innovative customer engagement.
Here are 5 ways organisations in Australia can achieve their CX objectives.
Download ‘Australian CX Dynamics: Balancing Cost, Compliance, and Employee Experience‘ as a PDF.
#1 Prioritise Omnichannel Orcheshtration
Customers want the flexibility to select a channel that aligns with their preferences – often switching between channels – prompting organisations to offer more engagement channels.
Aim for unified customer context across channels for deeper customer engagement.
Coordinating all channels ensures consistent experiences for customers, with CX teams and agents accessing real-time information across channels. This boosts key metrics like First Call Resolution (FCR) and reduces Average Handle Time (AHT).
It is important not to overlook voice when crafting an omnichannel strategy. Despite digital growth, human interaction remains crucial for complex inquiries and persistent challenges. Context is vital for understanding customer needs, and without it, experiences suffer. This contributes to long waiting times, a common customer complaint in Australia.
#2 Eliminate Data Silos
Despite having access to customer information from multiple interactions, organisations often struggle to construct a comprehensive customer data profile capable of transforming all available data into actionable intelligence.
A Customer Data Platform (CDP) can eliminate data silos and provide actionable insights.
- Identify behavioural trends by understanding patterns to personalise interactions.
- Spot real-time customer issues across channels.
- Uncover compliance gaps and missed sales opportunities from unstructured data.
- Look at customer journeys to proactively address their needs and exceed expectations.
#3 Embed AI into CX Strategies
The emergence of GenAI and Large Language Models (LLMs) has thrust AI into the spotlight, promising to humanise its capabilities. However, there’s untapped potential for AI and automation beyond this.
Australian organisations are primarily considering AI to address key CX priorities: enhancing efficiency, cutting costs, and improving EX.
Agent Assist solutions offer real-time insights before customer interactions, improving CX and saving time. Integrated with GenAI, these solutions automate tasks like call summaries, freeing agents to focus on high-value activities such as sales collaboration, proactive feedback management, personalised outbound calls, and skill development. Predictive AI algorithms go beyond chatbots and Agent Assist solutions, leveraging customer data to forecast trends and optimise resource allocation.
#4 Keep a Firm Eye on Compliance
Compliance in contact centres is more than just a legal requirement; it is core to maintaining customer trust and safeguarding brand’s reputation.
Maintaining compliance in contact centres is challenging due to factors such as the need to follow different industry guidelines, constantly changing regulatory environment, and the shift to hybrid work.
Organisations should focus on:
- Limiting individual stored data
- Segregating data from core business applications
- Encrypting sensitive customer data
- Employing access controls
- Using multi-factor authentication and single sign-on systems
- Updating security protocols consistently
- Providing ongoing training to agents
#5 Implement New Technologies with Ease
Organisations often struggle to modernise legacy systems and integrate newer technologies, hindering CX transformation.
Delivering CX transformation while managing multiple disparate systems requires a platform that can integrate desired capabilities for holistic CX and EX experiences.
A unified platform streamlines application management, ensuring cohesion, unified KPIs, enhanced security, simplified maintenance, and single sign-on for agents. This approach offers consistent experiences across channels and early issue detection, eliminating the need to navigate multiple applications or projects.
Capabilities that a platform should have:
- Programmable APIs to deliver messages across preferred social and messaging channels.
- Modernisation of outdated IVRs with self-service automation.
- Transformation of static mobile apps into engaging experience tools.
- Fraud prevention across channels through immediate phone number verification APIs.
Ecosystm Opinion
Organisations in Australia must pivot to meet customers on their terms, and it will require a comprehensive re-evaluation of their CX strategy.
This includes transforming the contact centre into an “Intelligent” Data Hub, leveraging intelligent APIs for seamless customer interaction management; evolving agents into AI-powered brand ambassadors, armed with real-time insights and decision-making capabilities; and redesigning channels and brand experiences for consistency and personalisation, using innovative technologies.
The Philippines, renowned as a global contact centre hub, is experiencing heightened pressure on the global stage, leading to intensified competition within the country. Smaller BPOs are driving larger players to innovate, requiring a stronger focus on empowering customer experience (CX) teams, and enhancing employee experience (EX) in organisations in the Philippines.
As the Philippines expands its global footprint, organisations must embrace progressive approaches to outpace rivals in the CX sector.
These priorities can be achieved through a robust data strategy that empowers CX teams and contact centres to glean actionable insights.
Here are 5 ways organisations in the Philippines can achieve their CX objectives.
Download ‘Securing the CX Edge: 5 Strategies for Organisations in the Philippines’ as a PDF.
#1 Modernise Voice and Omnichannel Orchestration
Ensuring that all channels are connected and integrated at the core is critical in delivering omnichannel experiences. Organisations must ensure that the conversation can be continued seamlessly irrespective of the channel the customer chooses, without losing the context.
Voice must be integrated within the omnichannel strategy. Even with the rise of digital and self-service, voice remains crucial, especially for understanding complex inquiries and providing an alternative when customers face persistent challenges on other channels.
Transition from a siloed view of channels to a unified and integrated approach.
#2 Empower CX Teams with Actionable Customer Data
An Intelligent Data Hub aggregates, integrates, and organises customer data across multiple data sources and channels and eliminates the siloed approach to collecting and analysing customer data.
Drive accurate and proactive conversations with your customers through a unified customer data platform.
- Unifies user history across channels into a single customer view.
- Enables the delivery of an omnichannel experience.
- Identifies behavioural trends by understanding patterns to personalise interactions.
- Spots real-time customer issues across channels.
- Uncovers compliance gaps and missed sales opportunities from unstructured data.
- Looks at customer journeys to proactively address their needs.
#3 Transform CX & EX with AI/Automation
AI and automation should be the cornerstone of an organisation’s CX efforts to positively impact both customers and employees.
Evaluate all aspects of AI/automation to enhance both customer and employee experience.
- Predictive AI algorithms analyse customer data to forecast trends and optimise resource allocation.
- AI-driven identity validation reduces fraud risk.
- Agent Assist Solutions offer real-time insights to agents, enhancing service delivery and efficiency.
- GenAI integration automates post-call activities, allowing agents to focus on high-value tasks.
#4 Augment Existing Systems for Success
Many organisations face challenges in fully modernising legacy systems and reducing reliance on multiple tech providers.
CX transformation while managing multiple disparate systems will require a platform that integrates desired capabilities for holistic CX and EX experiences.
A unified platform streamlines application management, ensuring cohesion, unified KPIs, enhanced security, simplified maintenance, and single sign-on for agents. This approach offers consistent experiences across channels and early issue detection, eliminating the need to navigate multiple applications or projects.
Capabilities that a platform should have:
- Programmable APIs to deliver messages across preferred social and messaging channels.
- Modernisation of outdated IVRs with self-service automation.
- Transformation of static mobile apps into engaging experience tools.
- Fraud prevention across channels through immediate phone number verification APIs.
#5 Focus on Proactive CX
In the new CX economy, organisations must meet customers on their terms, proactively engaging them before they initiate interactions. This requires a re-evaluation of all aspects of CX delivery.
- Redefine the Contact Centre. Transforming it into an “Intelligent” Data Hub providing unified and connected experiences; leveraging intelligent APIs to proactively manage customer interactions seamlessly across journeys.
- Reimagine the Agent’s Role. Empowering agents to be AI-powered brand ambassadors, with access to prior and real-time interactions, instant decision-making abilities, and data-led knowledge bases.
- Redesign the Channel and Brand Experience. Ensuring consistent omnichannel experiences through unified and coherent data; using programmable APIs to personalise conversations and discern customer preferences for real-time or asynchronous messaging; integrating innovative technologies like video to enrich the channel experience.
Banks, insurers, and other financial services organisations in Asia Pacific have plenty of tech challenges and opportunities including cybersecurity and data privacy management; adapting to tech and customer demands, AI and ML integration; use of big data for personalisation; and regulatory compliance across business functions and transformation journeys.
Modernisation Projects are Back on the Table
An emerging tech challenge lies in modernising, replacing, or retiring legacy platforms and systems. Many banks still rely on outdated core systems, hindering agility, innovation, and personalised customer experiences. Migrating to modern, cloud-based systems presents challenges due to complexity, cost, and potential disruptions. Insurers are evaluating key platforms amid evolving customer needs and business models; ERP and HCM systems are up for renewal; data warehouses are transforming for the AI era; even CRM and other CX platforms are being modernised as older customer data stores and models become obsolete.
For the past five years, many financial services organisations in the region have sidelined large legacy modernisation projects, opting instead to make incremental transformations around their core systems. However, it is becoming critical for them to take action to secure their long-term survival and success.
Benefits of legacy modernisation include:
- Improved operational efficiency and agility
- Enhanced customer experience and satisfaction
- Increased innovation and competitive advantage
- Reduced security risks and compliance costs
- Preparation for future technologies
However, legacy modernisation and migration initiatives carry significant risks. For instance, TSB faced a USD 62M fine due to a failed mainframe migration, resulting in severe disruptions to branch operations and core banking functions like telephone, online, and mobile banking. The migration failure led to 225,492 complaints between 2018 and 2019, affecting all 550 branches and required TSB to pay more than USD 25M to customers through a redress program.
Modernisation Options
- Rip and Replace. Replacing the entire legacy system with a modern, cloud-based solution. While offering a clean slate and faster time to value, it’s expensive, disruptive, and carries migration risks.
- Refactoring. Rewriting key components of the legacy system with modern languages and architectures. It’s less disruptive than rip-and-replace but requires skilled developers and can still be time-consuming.
- Encapsulation. Wrapping the legacy system with a modern API layer, allowing integration with newer applications and tools. It’s quicker and cheaper than other options but doesn’t fully address underlying limitations.
- Microservices-based Modernisation. Breaking down the legacy system into smaller, independent services that can be individually modernised over time. It offers flexibility and agility but requires careful planning and execution.
Financial Systems on the Block for Legacy Modernisation
Data Analytics Platforms. Harnessing customer data for insights and targeted offerings is vital. Legacy data warehouses often struggle with real-time data processing and advanced analytics.
CRM Systems. Effective customer interactions require integrated CRM platforms. Outdated systems might hinder communication, personalisation, and cross-selling opportunities.
Payment Processing Systems. Legacy systems might lack support for real-time secure transactions, mobile payments, and cross-border transactions.
Core Banking Systems (CBS). The central nervous system of any bank, handling account management, transactions, and loan processing. Many Asia Pacific banks rely on aging, monolithic CBS with limited digital capabilities.
Digital Banking Platforms. While several Asia Pacific banks provide basic online banking, genuine digital transformation requires mobile-first apps with features such as instant payments, personalised financial management tools, and seamless third-party service integration.
Modernising Technical Approaches and Architectures
Numerous technical factors need to be addressed during modernisation, with decisions needing to be made upfront. Questions around data migration, testing and QA, change management, data security and development methodology (agile, waterfall or hybrid) need consideration.
Best practices in legacy migration have taught some lessons.
Adopt a data fabric platform. Many organisations find that centralising all data into a single warehouse or platform rarely justifies the time and effort invested. Businesses continually generate new data, adding sources, and updating systems. Managing data where it resides might seem complex initially. However, in the mid to longer term, this approach offers clearer benefits as it reduces the likelihood of data discrepancies, obsolescence, and governance challenges.
Focus modernisation on the customer metrics and journeys that matter. Legacy modernisation need not be an all-or-nothing initiative. While systems like mainframes may require complete replacement, even some mainframe-based software can be partially modernised to enable services for external applications and processes. Assess the potential of modernising components of existing systems rather than opting for a complete overhaul of legacy applications.
Embrace the cloud and SaaS. With the growing network of hyperscaler cloud locations and data centres, there’s likely to be a solution that enables organisations to operate in the cloud while meeting data residency requirements. Even if not available now, it could align with the timeline of a multi-year legacy modernisation project. Whenever feasible, prioritise SaaS over cloud-hosted applications to streamline management, reduce overhead, and mitigate risk.
Build for customisation for local and regional needs. Many legacy applications are highly customised, leading to inflexibility, high management costs, and complexity in integration. Today, software providers advocate minimising configuration and customisation, opting for “out-of-the-box” solutions with room for localisation. The operations in different countries may require reconfiguration due to varying regulations and competitive pressures. Architecting applications to isolate these configurations simplifies system management, facilitating continuous improvement as new services are introduced by platform providers or ISV partners.
Explore the opportunity for emerging technologies. Emerging technologies, notably AI, can significantly enhance the speed and value of new systems. In the near future, AI will automate much of the work in data migration and systems integration, reducing the need for human involvement. When humans are required, low-code or no-code tools can expedite development. Private 5G services may eliminate the need for new network builds in branches or offices. AIOps and Observability can improve system uptime at lower costs. Considering these capabilities in platform decisions and understanding the ecosystem of partners and providers can accelerate modernisation journeys and deliver value faster.
Don’t Let Analysis Paralysis Slow Down Your Journey!
Yes, there are a lot of decisions that need to be made; and yes, there is much at stake if things go wrong! However, there’s a greater risk in not taking action. Maintaining a laser-focus on the customer and business outcomes that need to be achieved will help align many decisions. Keeping the customer experience as the guiding light ensures organisations are always moving in the right direction.
