Adopting a jobs to be done framework, investing in fresh technology and encouraging a test-and-learn mindset are key to Foxtel overhauling service capabilities in a way that meets modern customer expectations, its marketing and customer service leaders say.
Speaking as part of the recent Salesforce Live Australia and New Zealand virtual event, Foxtel group director customer marketing, audience enablement and corporate technology, Adam King, and director of customer experience design and change delivery, Jason Smith, detailed the 18-month transformation program underway to turn the media company’s customer service from siloed operations by channel to a seamless omnichannel approach fuelled by digital and data.
In describing the Foxtel service story, Smith said the business had been challenged by being part of a disrupted industry.
“Post-COVID, customer expectations on customer service have generally changed. We can’t control when people’s favourite TV shows go on time of day – when things go wrong and or when they need access, being able to offer real-time digital solutions is becoming more of a necessity than a nice-to have,” he explained.
“As we have gone digital, customer expectations when they call our call centres are also more complex – the simple transactions have disappeared. The challenge is every interaction now with our call centre is usually a…