Monthly Archives: October 2017

ClearView partners with CoTé for best practice CCM solution

By | CCM, Customer Communication Management, Digital Customer Engagement, Digital Transformation, virsaic | No Comments

ClearView partners with CoTé, a leading Digital Customer Engagement Solutions Provider, to implement a best practice customer communications and experience management solution.




·       To optimise operations and
achieve process and cost efficiencies

·       Multiple systems and processes to communicate with customers

·       Compliance and operational risk because of disparate processes

·       Inconsistent adviser and customer experiences

·       Transformation, rationalisation and digitisation of business processes

·       Implementation of the virsaic platform as a service end-to-end customer communication management solution for Life products

·       Cloud based platform that will enable ClearView to orchestrate all their customer correspondence in one system over time

·       Efficient, streamlined fully auditable business process automation

·       A best practice, enterprise CCM capability providing a single solution for Life products correspondence, centralised content and management, an APRA compliant document archive and multi-channel distribution

·       Digitally enabled and improved   customer experience

·       Foundation for future integration of Life and Wealth products correspondence


In 2014, as part of a broader strategic asset review across the ClearView business to support future enablement, it was recognised that a transformation of ClearView’s information management practices and customer engagement capability was an urgent requirement.
The business was operationally inefficient and cost and commercial risk intensive. An independent assessment was launched and key recommendations proposed to support the development of a best practice information management future state, including options on how best to manage adviser and customer correspondence.

The Challenge

ClearView’s customer communication management function was problematic. It lacked consistency, data originated from multiple source systems and a mix of manual intensive business processes existed alongside multiple out-sourced distribution management capabilities.
A decision was made to implement a best practice CCM solution that would deliver a consistent, scalable, agnostic and integrated enterprise capability.

The Solution

ClearView engaged CoTé, one of Australia’s leading providers of digital customer engagement and information management solutions, to configure an enterprise fit-for-purpose, end-to-end CCM solution using their virsaic™ software as a service platform to future enable ClearView’s strategy. The first stage of this would focus on life insurance products and this solution was implemented in parallel with a broader business and technology transformation across the ClearView business.

The Results

ClearView, together with CoTé, have helped their staff and advisers to efficiently and effectively engage their customers into the future with a technology solution that allows them to be responsive, pro-active and customer-centric.

The solution has delivered an easy-to-use, self-serve APRA compliant business process configuration with a real-time ability to digitally create, manage and distribute content and communications across web, email, SMS, print and mail. Staff are able to securely access a centralised common view of information on-demand to meet customer servicing requirements.

ClearView and CoTé jointly continue to invest in the solution to maximise on-going value for advisers and customers as it is rolled out across other products within the business.

The ease of integration with other enterprise applications will also enable the streamlining of use and access for staff, advisers and customers.

virsaic screens




Why Integration is So Important for Customer Experience

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If you’re looking to create a positive customer experience, integration should be at the top of your priority list. Integrating your customer service and your business systems as a whole can have a number of important benefits for your organisation, not limited to providing an excellent experience for your customers.

Still not convinced? Think about your customer complaints. If a customer has an issue with one of your products or service and they take to Twitter to complain, will you even know? Integrated customer experience platforms can not only help you monitor your complaints, they can trace an individual’s previous interactions with your organisation so you can offer a more personalised response to their feedback.

It’s important to be aware that customers are more connected than ever before, and they generally interact with brands from multiple touchpoints before they make a purchase. If a customer contacts you via live chat on their mobile before switching to email and then picking up the phone do you have any way of tracing them?

The right integration system can keep everything in the same place so you can immediately bring up a customer’s previous interactions with your business and provide them with what they’re looking for. Integration lets you send the right message, to the right person, at the right time and it’s invaluable for any organisation that is serious about their customer experience.

As well as the benefit to the customer, integration has benefits for the organisation, especially when it comes to marketing strategy. If you can determine exactly where your customers come from and map their pathway to making a purchase you can get a much clearer idea of what marketing strategies are most effective and tailor your future strategies for even better results.

Without an integrated way to track your customer interactions at every stage of their journey you’re going to struggle to build up a clear picture of your customers and how they interact with you. This means that not only will your customers get frustrated at their lack of a cohesive experience with you, you will miss out on the valuable insight that an integrated strategy can provide you.

Integration of your systems and data should form the cornerstone of your customer experience strategy. Getting all your data and information in a single place will benefit both your customers and your organisation and allow you to gain a competitive edge in your industry.

The Growing Importance of Social Media in Customer Experience

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Social media is now a commonly used business marketing tool, but increasingly, social media is becoming important as the means for delivering a great customer experience. More and more customers are taking to social media to interact with brands and organisations and those who maintain an active presence and respond quickly are likely to enjoy a strong competitive edge in the future.

A recent research report from Harvard Business Review ( supports this view, comparing how important social media is going to be to customer experience both today and in three years time. Over 600 managers and executives from some of the world’s leading organisations were surveyed and according to the findings, social media is important to 42% of organisations while in three years 75% of respondents believe it will be extremely important. This reflects a growing emphasis on the importance of social media for customer interaction and providing a positive overall experience.

This report also positions social media more as a communication form than a marketing medium, allowing for one on one interactions between a customer and an organisation. The report also highlighted a strong difference between the number of organisations who believed that a superior customer experience was important to their success, and the number who felt their organisation had the tools and skills to deliver an experience of this calibre.

Because so many organisations are lagging behind when it comes to the effective use of social media, there are opportunities for those who are aware of the importance of social media to forge ahead. If you want to get the competitive edge in your industry and offer a superior service to your customers, integrating your social media with your customer experience strategy is crucial.

The benefits of investing in social media include increased revenue, improved risk management and a reduction in costs. The right social media strategy will also enable you to reach your customers across multiple touchpoints and provide a far better level of customer experience and give you the advantage over your competitors in the future.

Whatever industry you’re in, it’s important that you don’t underestimate the importance of social media in your wider customer experience strategy. The business landscape is constantly changing and adapting to customer expectations both now and in the future can give you a huge edge over other organisations that might be less fast to adapt.

The Four Main Obstacles Getting In the Way of a Great Customer Experience

By | CCM, Changing Technology, CRM, Customer Communication Management, Customer Engagement, Customer Experience, Customer Experience Strategy, Customer Insights, Customer Journey Mapping, Customer Relationship Management, Customer Satisfaction, Customer Service, Digital Customer Engagement, Digital Transformation, Enterprise Information Management | No Comments

Most organisations are well aware of the need for a focused customer experience strategy. In spite of their great intentions, for many organisations, creating a solid customer experience is fraught with a number of pitfalls. There are some common mistakes that we see people make time and time again when they are trying to create a strong customer experience strategy.

Here are four of the most common obstacles that could be getting in the way of you offering a great customer experience to your customers:

  1. Too much focus on day to day operations, not enough on innovation and strategy. This is a common problem we see. Even in organisations that are taking an integrated approach to their customer experience, the customer service or marketing team are often left with more than their fair share of tasks like managing social media pages, responding to customer queries and other time sucking tasks. By spending too much time on these jobs, there is less time for innovative marketing strategies that will actually grow the organisation. The answer here is to share out those tasks more fairly and give other departments access to social media pages or data platforms so they can free up some time.
  2. Data siloes. While we all know how important it is to gather data and keep track of it, what do we do with it once we have it? For many organisations the problem is not the amount of data they have, it’s figuring out how to make use of it in a constructive way without getting overwhelmed. Just like integrating your systems is important, if you’re going to get the full benefit of your data you also need to integrate it across different platforms. Doing this manually is going to take a lot of time and hard work so finding an integrated solution that does it for you is essential.
  3. Lack of understanding of social commerce. Social commerce is an emerging trend and it’s becoming increasingly common for customers to buy products directly from social media platforms. Unfortunately, for many organisations this has led to confusion as people struggle to get to grips with this new technology. If you enable social commerce for your organisation it’s important that you spend the time training your staff on how it actually works. Social commerce is still in its infancy and it’s not as user friendly as it could be just yet.
  4. Lack of relevant skills. More and more of customer experience strategy hinges on social media. This means that having the skills to understand how social media marketing works and understand how customers are using social platforms to interact with brands can be extremely useful. Without these skills it’s going to be difficult for your team to do their job effectively. Make sure your team have the opportunity to learn the skills they need or outsource some of the more skilled tasks to specialists.

Don’t let these common obstacles get in the way of your customer experience strategy. Break through them and you can get your organisation on the path to a more successful customer experience strategy.

5 Steps to Starting and Implementing a Successful CX Strategy

By | CCM, Changing Technology, CRM, Customer Communication Management, Customer Engagement, Customer Experience, Customer Experience Strategy, Customer Insights, Customer Journey Mapping, Customer Relationship Management, Customer Satisfaction, Customer Service, Digital Customer Engagement, Digital Transformation, Enterprise Information Management | No Comments

Successful customer experience is the cornerstone of a successful business, but how do you actually do it? Customer experience can be one of those hard to define concepts but there are a few simple strategies you can use to create a more customer friendly organisation and enjoy the benefits that a successful customer experience strategy can bring you.

Here are five steps we would recommend to anyone who wants to start and implement a successful customer experience strategy.

  1. Create a strong foundation. Sometimes you need to go back to the beginning if you’re going to grow effectively. This means focusing on creating a strong, scalable architecture for your business. Go back to basics and look at your business processes, technology and social media platforms and think about how you can create a strong basic structure that will let you adapt and grow in the future.
  2. Take time to understand your customers. It might take some time and effort to establish meaningful relationships with your customers but it’s well worth it in the end. By taking some time to get to know your customers you can develop a mutually beneficial relationship that is based on trust. This means seeing your customers as more than a means to an end, but getting to know what really makes them tick. This is a long-term approach that can make a huge difference to your business bottom line and the quality of your customer relationships.
  3. Get everyone on the same page. Providing a great customer experience is not just the job of your sales or customer service staff. To create a truly customer centred organisation you’re going to need the support of everyone in your organisation. Encourage all your employees to rally around the customer and make them the main focus and you’ll be well on your way to providing a great customer experience.
  4. Listen. To really understand what your customers value and how your organisation is tracking at meeting their needs you will need to listen to them. This means using data to gain an insight into your customers’ needs and priorities. You can also spend some time talking to them, measuring how they react to your social media pages and anything else that will let you really listen to them instead of making assumptions about what they want.
  5. Measure your results. A successful customer experience strategy will have a measurable impact on your business. If you don’t measure the results you’ll have no way to tell if your strategy is actually working. Make evaluation and measurement a regular part of your customer experience strategy.

Implementing a successful customer experience strategy doesn’t have to be complicated but it will require some work on your part. Hopefully these five pointers can get you started in the right direction.

Customer Experience: What is it Exactly?

By | CCM, Changing Technology, CRM, Customer Communication Management, Customer Engagement, Customer Experience, Customer Experience Strategy, Customer Insights, Customer Journey Mapping, Customer Relationship Management, Customer Satisfaction, Customer Service, Digital Customer Engagement, Digital Transformation, Enterprise Information Management | No Comments

You’ve probably heard how important customer experience is to organisations, but what exactly is it? While the term customer experience might be commonplace among management speak, there are still a lot of misunderstandings around what the term really means and how you can define customer experience in a way that everyone in your organisation will understand.

Your customers’ experiences can be defined as the overall sum of how they feel at every interaction they have with your brand. If you make your customers feel good overall, you’re going to leave them with a positive customer experience. On the other hand, if the overall sum of their interactions with you leaves them with a negative feeling, chances are they are going to think of their experience with you as negative, even if they did have some positive interactions during the process.

If you want to gain control over the way your customers feel about your organisation and ensure they are left feeling good about you, you have to be proactive. This means taking the approach of actively managing your customer experiences. Customer experience management is an emerging field at the moment but it’s something that we’re going to see a lot more of in the future.

Many organisations make the mistake of viewing customer experience management as solely a function of their customer service department. Unfortunately this approach can lead to difficulties as increasingly customers come into contact with multiple facets of your organisation and the quality of experience they have will depend on them having a universally positive, consistent experience across the board.

A holistic approach is essential when you’re looking to improve your customer experience overall. Think about when your customers come into contact with your business. Is it just when they deal with customer service? Chances are they already look at your website, your social media pages, download reports and other information, go and visit you in person or pick up the phone and give you a call. They probably use a variety of platforms to get in touch with you including their mobile, your app, email, instant chat and in person conversations.

Great customer experience management means creating a fantastic experience across the whole spectrum of your customer interactions. Customer experience is so much more than just a customer service function – your technology needs to support your customer experience focus along with every department within your organisation.