Josie Brown joined Tennis Australia in 2018 in a newly created role of Chief Marketing & Insights Officer. On joining, one of the key focus areas for Josie was the establishment of an in-house Customer Experience team.
The initial recruitment of a CX Strategy lead in October 2018 has now grown to a team of 9 staff and a well-embedded practice of Human Centred Design that underpins the shape of the Australian Open as well as turning the tennis marketing programs outward to lead with customer needs.
Initial projects were designed to turbo-charge the in-house HCD capabilities – learning by doing – and the first project was to address the challenge of increasing participation and digital engagement of social players.
Now, supported by toolkits, templates, ways of working and guidelines to support new projects – Human Centred Design and great customer experience strategy is scaling capability across the organisation and this year, the focus has been applied to the Australian Open and how they design the on-site experience with the safety requirements that the team needed to consider with the global pandemic.
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