Home' Community Care Review : CCR Nov 2016 Contents What can this sector learn from other industries? This industry
is doing a lot of things right, but when you look at other industries
that have gone through customer experience transformations you
can see that there are some areas that we need to focus on. We
need to review all our customer touch points to ensure that we are
consistently delivering what our customers need and want. By really
knowing our customers, we can create services and offerings that
align to their needs.
What do you think the sector does well and in what areas
can it do better? This sector is full of dedicated, caring people who
genuinely want to make a difference to the lives of their customers.
We need to ensure that we make it as easy as possible to have
our frontline staff focus solely on delighting their customers.
manager at Care Options
Tell me about your career
background. I have been working
in human resources for nearly
20 years. I worked in the mining
industry for both BHP and Rio
Tinto across a 10-year period
and then moved into the vehicle
manufacturing and construction
industries. I have also worked
across retail, scientific academia
in epidemiology, and various
start-up businesses. These are innovative start-ups preparing to
float on the stock exchange and need HR management systems
implemented. At Rio Tinto Iron Ore, where I was superintendent for
recruitment, we used to recruit globally 5,000 people a year, which
involved relocating people internationally.
What attracted you to working in this sector? I like to broaden
my knowledge of different industries. I had also identified that the
health and care industries were strong growth areas in Australia, as
well as globally, and the sector was undergoing significant change
and certainly bringing in external people would help. I also started
looking more closely at the industry because of family members
that were ageing.
What insights and skills do you bring to your role? I bring a
variety of knowledge from the different industries and sizes of
businesses that I have worked in – from large global corporations to
small start-up businesses, a perspective on what’s worked and what
hasn’t worked and how we can apply that to this industry.
Why do you think it’s important for the sector to recruit
from unrelated fields? I think the sector is increasingly looking
outside the square, which is excellent because if you only look
internally you run the risk of inhibiting growth of organisational
knowledge. By looking externally you develop more of an
understanding of how things work outside and what is possible.
An organisational culture will also grow if you have people from
different knowledge backgrounds and experience. If organisations
in the care industry are going to be able to compete, they will have
to think about different ways of doing things. n
What can this sector learn from other industries? The biggest thing
the sector can learn is how to put the customer at the centre of our
decision-making. This includes looking at processes and procedures
and making them easier for consumers. It also includes the
provision of information about fees and charges, choices of different
services and the use of technology. This use of technology includes
the way we present information, for example online statements,
through to the ability to order products and services easily from a
smartphone or tablet. The banking and hospitality industries have
been doing this for years and customers expect this level of service.
In what other areas can the sector do better? Evaluating quality
of life is a key part of people’s decision-making when they are
thinking about aged care, either for themselves or a loved one.
We need to be able to quantify the impact of the quality of life we
provide and then think about how we communicate it, particularly
given this is different from one person to another.
Chief customer experience officer
Tell me about your career
background. I’ve always been
passionate about working in
particularly those undergoing
transformation. For the past nine
years I’ve worked in the highly
competitive retail energy industry.
I held a variety of customer-
focused roles from GM of sales and
marketing, through to retail strategy and energy services. Prior to that, I
held leadership roles in telecommunications working for Vodafone and
3 at the exciting times when 3G first launched in Australia.
Prior to entering the sector, what were your perceptions
of the industry? I thought the aged and community care sector
was full of caring, genuine people. An industry of huge potential
that has grown from a clinical past, but that is now in need of really
understanding and delivering what is important to customers.
What attracted you to working in this sector? I had been thinking
about finding an industry that allowed me to really make a
difference in people’s lives. When I started looking into this industry
it really resonated with me. Additionally, the transformation of the
industry is exciting and provides an opportunity to drive change.
What insights and skills do you bring to your role? Listening to
your customers really matters. Customers expect great service – they
have seen other industries and services transform. I bring a passion
for customers and for driving customer experience programs through
businesses. Talking about customer service metrics is an important
part of that – everyone in an organisation needs to know the metrics
and how they are performing against those.
What does the role of chief customer experience officer entail? I
am the voice of the customer in our business, ensuring that what we
do and how we do it is aligned to our customer experience strategy.
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