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CXPA member and Certified Customer Experience Professional Anita Siassios leads the Melbourne, Australia Local Networking team and serves as a Business Partner at ANZ in Australia. She is spearheading efforts to bring more awareness to both CX and CXPA in her region. We asked Anita to describe the customer experience environment as it applies to her:

How would you describe your role and responsibilities at ANZ Bank?

Currently a Business Partner in the Group Operations Division of the ANZ Bank, I partner with Operational Leaders across the Asia Pacific to help them embed operational efficiency best practice standards into their business. We are currently rolling out our global Continuous Improvement platform and Capacity Management practices.

Outside of my formal role, I run CX initiatives such as Customer Understanding & Storytelling sessions to non-customer facing staff. I also run a CX Forum where leaders across all parts of the organization unite to share CX knowledge and experiences.

How has ANZ Bank progressed in Customer Experience maturity?

The role of CCO was created in January 2017 and currently has a very big focus on improving how the organization Listens, Learns and Acts on our customer feedback. A new survey platform is being implemented as well as the Net Promotor System in one our core divisions. The organization is also transforming to a more agile way of working globally, termed as “The new ways of working” multidisciplinary, empowered and autonomous teams are created so that we deliver incremental improvements to the products and services to our customers.

What have you observed with respect to the growth and adoption of customer experience in Australia?

Some of the observations are:

Organizations are looking to gain a deeper understanding of customer touchpoints to create the right strategy
Measuring interactions across channels
Increasing the use of customer analytics to improve strategy
Uplifting capability in Design Thinking, Customer Journey Mapping and Agile across functions and not just the design or CX team.

You’ve recently become a Certified Customer Experience Professional, how has this benefited you as a CX professional?

Firstly, my decision to take the CCXP commenced in 2015 when after 25 years as a project manager I realised that my deep passion was to work in a field that helps customers and their wellbeing. I then commenced my long journey of preparing for the CCXP, this was the most rewarding part for me. I now have the credibility for my knowledge. I can add greater value to my stakeholders by providing a more holistic CX view and recommendations that help them with their business objectives.


The CXPA Team in partnership with Anita and our other dedicated Australian member volunteers look forward to bringing upcoming webinars and resources from Australia to the CXPA community.