As customer loyalty moves from brand loyalty to a preference for easy, effortless experiences, businesses need to find ways to delight customers, on their terms. For AMP, this means disrupting the industry it helped build in Australia. The trailblazer was founded 167 years ago on the simple idea that 'every individual should have the power and ability to control his or her life.' It started its mission selling insurance policies off the back of a bicycle, and now operates Australia and New Zealand’s largest financial advice network. Looking to the future, it’s pivoting to the customer and what they need most.
“You look at the way the world is changing and technology is driving huge changes in customer behaviour. Customers are more knowledgeable, they’re more empowered and they expect a great experience,” said Craig Meller, CEO of AMP. “Salesforce creates the connectivity across all our different channels and ensures a seamless and consistent experience for customers, whatever way they want to deal with us.”
AMP has partnered with Salesforce to unify 40 systems into one, and help it work smarter and faster to provide a superior customer experience. It’s also leading the way in the industry with new market-shaping capabilities.
Looking back to the era where life agents travelled by horse and cart, or even camel to visit customers around the country, Craig Ryman, Group Executive, Technology and Operations at AMP, said, “We’re going back full circle if you like and trying to find that real intimacy in our customer relationships.”