Chris Smith, VP of Digital, Optus Presentation for CMO Summit

1. Challenger to Mobile Led Entertainment
Chris Smith
VP Digital, Optus

2. #FLOPTUS
“The strategy for us is a three year plan. We will get there, there will be
hiccups along the way, we are a stronger organisation and we will bounce
back from hiccups. We will learn from this, and we will benefit from this.”
Allen Lew, CEO, OPTUS

4. Current Telco
Landscape

9. “Amazon’s goal is to kill consumer packaged goods
companies and create a white label revolution
delivered through the Amazon platform.” Scott
Galloway.
“Amazon Prime now in over 63% of
US Households.” Oct 2017

10. Usain Bolt

13. Optus mobile named Australia’s best in test: Dec 2017 P3
26 March 2018

16. Customer
Experience

17. SOURCE: McKinsey Customer Experience Practice
-40 20
80
-20
20
60 8040 1000
50
40
0
10
60
30
70
100
90
Competitor F
Client X
Competitor A
Competitor E
Competitor C
Competitor G
Competitor B
Competitor D
Market share growth rises with better experience
Customer satisfaction vs. market share growth
High correlation of customer satisfaction
and market share growth % = 0.97
Market share growth, Percent
HighLow
High
Low
20
90
70
100
60
50
40
30
80
2.0
0
1.5 3.0
10
2.51.00.50
Churn falls as experience improves
Customer satisfaction vs. monthly churn
Competitor G
Competitor F
Competitor A
Client X
Competitor B Competitor D
Competitor E
Competitor C
Almost perfect inverse correlation of
customer satisfaction and churn = -0.97
Churn, Monthly Percent
High
Low
High
Low
CX Drives Churn and Market Share Globally in All Industries

18. Empathy is our starting point. We
immerse ourselves in the world of
the customer. We watch for
accidents. We look for surprises.
We apply lateral thinking to come
up with innovative ecosystems
that have wholeness and strong
internal order.
We try and we fail early. We test
with customers to create intuitive
digital-first experiences.
CONTEXTUAL
RESEARCH
IDEATION
& DESIGN
PROTOTYPE
TESTING

19. 1. What the customer experiences through the journey
2. What the customer expects every step of the way
3. A visual representation of the experience & comms
4. Touchpoints- where & how customers interact with us
throughout
5. What the customer is feeling
6. Problems to solve
7. Mobilising teams

20. 20

21. The Agile Revolution
Are you ready?....

25. Mission Assets Capabilities Initiatives
The Aspiration The TalentThe Enablers The Deliverables
Revenue
NPS
Employee Satisfaction
The pathway …

26. Summary
1) Differentiation = Survival
2) Great Experiences = Great Brands
3) Take risks, Fail, Try again
4) Customer at the centre of everything
5) Agile is the new org paradigm.