CX Showcase 2023 Highlights

The 2023 CX Showcase provided an opportunity for organisations recognised in the Australian Service Excellence Awards program to share their stories about creating exceptional customer experiences.

In judging these awards annually, we encounter exceptional insights – the best of the best. While this knowledge historically tends to be lost, the CX Showcase event aims to preserve and disseminate it. This new understanding can empower you to improve services, business outcomes, employee engagement, and customer experiences.

A recurring theme was that the winners were zealous and clear about their CX vision. They disrupted conventional wisdom to make a quantifiable CX difference and were prepared to apply change management to accomplish both minor and major initiatives.

Here are the highlights from this year’s CX Showcase event.

Presentation Highlights

Claire Smith, Director of Capabilities & Enablement, Optus 

“How Optus reinvents amazing customer care with Community of Experts.”

Optus is disrupting the traditional contact centre operating model of using an IVR to save costs, followed by technical experts answering the appropriate call types. This model often fails, resulting in high transfer rates, reduced customer ownership, and low employee engagement. Optus prioritised the customer in their operational model design, routing customers based on their needs rather than business functions, from a geographic or community standpoint. Customers are attended to by a single team who understands the area and its residents, possesses the skills to address all inquiries, and is empowered to function as a small business. The outcomes are impressive, with an increase of over 60 points in NPS, transfers reduced by over 98%, and motivated teams.

Neil Polles, Head of Customer Hub Experience, Woolworths

“How Voice of Team (VOT) can influence the Voice of Customer (VOC)”

Woolworths shattered the conventional belief of escalating costs to enhance customer satisfaction. By saving over $40m and reversing the psychology – delivering exceptional service and saving costs – they cleverly utilised their existing technology investments to address business challenges. As their employees and customers digitised their experiences, Woolworths introduced gamification, service automation bots, and digital journeys for customers. Our service technology reviews in Australia find that less than 20% of service technology features are used and even fewer enable a customer journey, offering an excellent opportunity to launch transformational service and cost savings simultaneously.

Michael Liebmann, Group Sales Manager, Jaybro

“How team engagement transformed our customer service experience from order takers to order makers!”

Jaybro has upended the idea that only management leads, creating a structured way to empower staff to guide the business. They provided financial competency training, complete transparency of the business financials, and link performance, customer experience, and individual roles to the business outcomes. This approach allowed each person to understand the importance and impact of their role and actions. Through a system of “mini-games,” they enabled staff to make decisions, plan, and execute the plans with recognition and rewards, all designed by the staff. Expanding handling times and enabling solution sales resulted in increased revenues in the millions, higher client satisfaction, and employees expressing confidence and a desire to learn. This earned them external recognition as the #4th best place to work in Australia.

Joana Feiteira and Ray Windle, Trans Dev Sydney Ferries

“Ambition leads the vision; collaboration makes it possible.”

Transdev Sydney Ferries deviated from the traditional route of extensive surveys for pattern detection. Instead, they prioritised understanding their most sensitive customer groups and consequently modified their services. They implemented practical solutions like stable and visible onboarding walkways, messaging boards, and precision in language and communications. Catering to sensitive communities has turned customer complaints into appreciations, achieved 98% satisfaction levels, and resulted in the highest satisfaction levels across NSW transport.

Mark Fazio, Co-CEO, MATE

“Managing chaos effectively to bring success”

*Mate (Let’s Be Mates), constructed their services with a marketing focus, deviating from the traditional KPI, vision/mission, or best practice approach. They created a location akin to a friend’s house – local, with a gym, and a kitchen oven for daily lunch gatherings. They built Mate’s processes from the ground up, reducing effort and ensuring customers were well cared for. They employed people who shared their philosophy, often recruiting local tradespeople looking for a career path beyond their trade. The services were meticulously designed to incorporate Mate’s behaviours and culture, resulting in some of the highest customer satisfaction levels in their industry.

*Presentation by Todd Gorsuch, CEO, Customer Science Group

Our event partners

livepro’s premium knowledge management solution trusted globally by contact centers.  Designed with agents in mind, livepro delivers quick and easy answers. livepro integrates into your existing toolkit.  
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PCI PAL – Secure your payments without compromising your customer experience.  

Our mission is to safeguard reputation and trust while boosting CX. We provide organisations globally with innovative, secure cloud payment and data protection solutions for any business communications environment including voice, chat, social, email, and contact centre.


Talkdesk® is a global cloud contact centre leader for customer-obsessed companies. Our AI powered customer experience solutions optimise our customers’ most critical customer service processes.

With Uniphore, no matter who you are, where you are in the world, or which language or dialect you speak, our Conversational Automation Platform can deliver the most sophisticated, accurate, personalised, and automated customer experiences on the planet. A natural conversation. No frustration, just true understanding – including emotion and intent in real-time.

Verint® helps the world’s most iconic brands build enduring customer relationships by connecting work, data, and experiences across the enterprise. More than 10,000 organizations in 180 countries – including over 85 of the Fortune 100 companies –are using Verint to draw on the latest advancements in AI, analytics, and open cloud architecture to elevate the customer experience.

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