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What 14 years at Suncorp taught Mark Reinke about CX

“You can’t create value for customers from within the assets you have. This has seen the rise of platform business models where the value is in connecting different producers and consumers in new ways. This has been significant for Suncorp, it moved its business model from an end-to-end business, to a platform with the capability to connect with other services and bring those services to customers. This was a very big shift to becoming hyper-connective.

“Of course, there’s been a shift from the orientation around products, to an orientation around the journeys of customers. Products may be part of that journey, but they are not the entire journey.”

Reinke adds that over the next five years, marketing is likely to see a continued orientation around customer journeys, but in a quantitative way.

“Organisations will measure profitability and sales and NPS by journey. We are also increasingly seeing companies built to connect, through APIs and cloud enablement, which are truly architected to compete and exist in eco-systems. To do this means deep changes to most companies’ IT and architecture," he continued.

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