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Archive for the ‘Innovation’

The Power of Pivotal Customer Events Engineering 0

Posted on March 16, 2016 by Liz Rowell

Red Ark has been chosen by AT Kearney as a lead partner in the delivery of Pivotal Customer Events Engineering (PCE) – a method which delivers business results as well as market winning customer propositions in record time and with far less investment than other approaches.

Robert Bustos-McNeil, a partner at A.T.Kearney said “Our experience shows that when done professionally, Pivotal Customer Events Engineering delivers 80% of the impact in 60% of the time with just 30% of the resources of traditional customer centricity approaches – with first impact able to be achieved in just 12 weeks”

Red Ark, Resonate Solutions, TeleTech and RDG Insights have entered into collaboration with A.T. Kearney to deliver results in a partnership which delivers clients a robust methodology, sound transformation management, outstanding customer measurement capabilities, world best practice IT packages which ‘straddle’ diverse systems to provide decision making tools and practical creativity.

“Our approach is to focus on ‘Events’ – which are windows in a business’ relationship with its customers when the customer has a real goal or need and cares about what the company can do for them. Deep underlying customer needs often require many ‘moments of truth’ to be orchestrated together as well as a deeper understanding of “why” a customer embarks on the now well understood and well mapped “customer journey” Robert Bustos-McNeil said.

“The classic example is a Bank which is oriented to ‘sell’ mortgages – but what customers want is actually to achieve first home ownership, the mortgage is simply a step on the way.

“By engineering how it addresses this  ‘Pivotal Customer Event’, the bank can refocus on the  holistic nature of the relationship, from saving for the home, through to its purchase, insurance, renovation etc – expanding the relationship by providing a more complete solution (beyond banking to everything required for home-making).  Given the significance of this event to the customer, the future opportunity may be created to extend the relationship across the entire span of the client’s life, to assist with other pivotal events such as helping them manage their finances at times of illness, responding to the painful event of redundancy and the life changes driven by retirement. When done well, naturally, profit flows.

“Looking at end-to-end events, organisations can better serve their customers with distinctive experiences and propositions, and are also able to focus their own investment and staff on clear and achievable goals.

“But this is not easy to achieve without a change to the philosophical frame about how ‘we’ do business . But once this has been agreed that change can be achieved quickly – with incredible results – when a team of experts provide their skills in an organised and sustained manner,” Robert said.

A.T. Kearney, Resonate Solutions,  Teletech, Red Ark and RDG Insights have come together to deliver the unique approach of Pivotal Customer Events Engineering – leveraging the best of management consulting, customer research and measurement and customer facing technology solutions – and outstanding creative which ‘gets’ business, to bring new capability to customer experience transformation.

Nigel Andrade, A.T. Kearney Partner said “At A.T. Kearney we believe in helping our clients surprise even themselves – and not just their customers! To achieve more than thought possible we realised we need to bring together the creative and execution energies of more than just one Firm – the PCE Ecosystem that has been established brings a surprisingly and refreshingly diverse set of capabilities to our clients – that ensures ideas leap off powerpoint and into the real world.”


Rheem Cash Back promotion on MygoodEbox 0

Posted on March 23, 2015 by Liz Rowell

We’ve just launched a new Cash Back campaign for Rheem Australia hosted, of course, on our own MygoodEbox shopper marketing platform. Real time reporting helps the Rheem team keep track of how the campaign is performing. The claims are rolling in already. https://www.mygoodebox.com.au/rheemplumbercashback/

Thoughts on creative from Dale 0

Posted on February 02, 2015 by Liz Rowell

Creative will always be the true difference

There is a coming together of aspects in creating a truly great campaign including astute media strategy and of course a spanking creative idea and execution. Is one more important than the other?

While they should work beautifully together it’s certainly a major blunder if creative is wrong and a completely wasted investment. When the more tangible aspects of a project remain equal in so many ways it is the creative that offers you and your brand position, trust and distinction. It is the carefully thought through and appropriate catalyst to create the desired response and should never be under valued. I see cheap, hacked creative everyday and wince at the plain stupidity of it all.

Cracking creative makes media work twice as hard. It’s like the fuel to the engine.

If you’re currently unsatisfied with the creative you’re getting send it to me at dale@redark.com.au with your concerns and expect a rapid, telling response.

Newest promotion for Nuance up and running 0

Posted on December 08, 2014 by Liz Rowell
Shopper marketing from Red Ark

Win an iPhone 6 with Dragon on MygoodEbox

Your chance to win an iPhone 6 when you purchase a Dragon Dictation product from Nuance or participating retailers. Powered by MygoodEbox, of course……

A bit more on Vendor Relationship Management 0

Posted on November 11, 2014 by Liz Rowell

From an article I wrote for http://www.findaconsultant.com.au/FindaConsultant/Forms/Article/Vendor%20Relationship%20Management%20(VRM)%20-%20more%20than%20a%20buzzword.aspx

We’re an approved FindAConsultant consultant………just fyi!

More reasons to choose MygoodEbox!

We’re a founding member of FindaConsultant 0

Posted on September 15, 2014 by Liz Rowell

FindaConsultant is unique in its ability to match business needs so comprehensively, the platform also helps reduce risk, as we screen all consultants interested in joining our database. Our due diligence includes reference checks, website validation and social media reviews, so by the time you engage with one of our recommended consultants, you have the surety of knowing that they are highly rated by their clients. Compare this with trawling through search engines to find consultants and reaching out to their references, while your need is urgent… FindaConsultant removes this burden and accelerates the process of engagement.

FindaConsultant home page


Woolworths TEDx Innovation workshop – being a part of it 0

Posted on June 11, 2014 by Liz Rowell

As part of the recent TEDx event at the Sydney Opera House, Woolworths initiated an innovation workshop. It began with a group of 15 people, all of whom put their hand up to shape 5-6 core ideas around how Australia needs to innovate to make the most of the challenges and opportunities that lie ahead of us all. From those core ideas 300 people were invited to participate in a series of workshops through the day at TEDx. It was exciting to be a part of this with the Woolworths Innovation team.

The 4 core themes of the day evolved to be…….

Education our talent – provide access to education that’s not limited by geography or cost

Build the bridge -break down silos and increase access to capital between investors and innovative businesses.

Start then succeed – connect networks of talent with organisations, funding places and infrastructure.

Be the culture -foster an appetite for risk, push the boundaries of what might be. Embody and role model a new culture of innovation in Australia.

Watch the video here…..

Highlights of the Woolworths TEDx Innovation initiative

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