The inaugural International Customer Experience Awards is taking place this November 20 in the capital of the Netherlands, Amsterdam.

The gala event will reward the world’s most customer-centric businesses and organisations, that will be judged by an expert panel of key global CX industry figures.

Among these judges are the 2018 International Customer Experience Awards Ambassadors, each representing his or her country at what will be the planet’s biggest ever celebration of CX. In a new series, CXM World is publishing exclusive interviews with – and opinion articles from – the Ambassadors, as the event approaches.

For more information on entering the awards, click here.

Ambassador: Anita Siassios

Country: Australia

Occupation: Customer Experience Executive.  MD of Melbourne-based ManagingCX, which partners with organisations and helps them become truly customer and people-centric through proactive management of their Customer Experience.

Hi Anita, tell us a little about your professional background, and what drew you towards the concept of Customer Experience

My passion for CX stems from my childhood, where I worked in the family business from the age of 10 and was taught to “value and respect every customer no matter how big or small they spend, as they will keep our business running”. I started my career as a Customer Service Leader in the finance industry, helping the people who served customers empathise, proactively manage, and adapt to the evolving needs of customers.

This passion continued throughout my career as I strived to embed this culture in everything I did and to this day continue to do so and proud to lead this movement in Melbourne Australia.

You’re a judge and Ambassador at the ICXAs – what themes do you hope to see in this year’s presentations?

I have the pleasure of working with CX practitioners across countries and industries, and I would be delighted to see themes around true CX leadership – those who continue to drive and sustain the CX culture.

What aspects of CX are popular among businesses/organisations in your country?

Human Centreed Design: Organisations are investing in hiring Chief Design Officers charged with building capability across their organisations.


Automation: Organisations are starting to see evidence of how automation can improve CX and starting to leverage tools that can remove repetitive tasks normally completed by operators and enable them to focus on big experiences that will make all the difference in  customers  interactions with the brand.

What areas of CX could be improved in your home country?

Uplifting capability of CX leaders and teams so they can confidently articulate great CX stories and demonstrate the return on investment CX management delivers to organisations and customers. Also, more could be done in knowing how to continue to sustain and improve CX so that it aligns with the speed of evolving customer expectations.

What does the future hold in terms of CX? Can you offer any predictions, based on your experience, for the coming years?

Customer Experience is, and will continue to be, a key differentiator for all companies. However, CX leaders will need to ensure the following is in place:

  • Unambiguous executive support for Customer Experience transformation.
  • Develop a clear Customer Experience transformation strategy built on desired CX outcomes.
  • Create a customer-centric culture throughout the enterprise.
  • Break down customer data and organisational silos.
  • Align IT priorities with Customer Experience demands.
  • Invest in next-generation customer technology that can deliver a single source of customer insight across functions
  • Empower employees to deliver and innovate around Customer Experience

Those companies that are not able to adapt to meet customer demands with agility and speed will quickly lose customers – and revenue – to competitors that do.

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