Nigel Roberts

Thursday 7th September was the inaugural CX Collective meeting at the home of travel giant Expedia in Sydney.

This new initiative for Australian CX professionals has been launched by Yell in partnership with CX event specialists Ashton Media, which meant it was guaranteed to be a high quality event.

Who are the Collective?

The Collective is made up of customer-focused professionals from across Australian enterprise and emerging businesses. Its focus is on CX practitioners, but also includes other areas of the business intimately involved with defining, delivering and measuring customer experiences.

We have the privilege of working with some amazing co-chairs, who are helping us define the Collective’s innovative approach:


Gabrielle Dracopoulos – VICE PRESIDENT, CUSTOMER ADVOCACY – Citibank

Jason Bradshaw – DIRECTOR CUSTOMER EXPERIENCE – Volkswagen Group Australia

Justin Lee – DIRECTOR OF CUSTOMER EXPERIENCE (ANZ) – Expedia, Wotif & Lastminute


Belinda Dimovski – DIRECTOR ENGAGEMENT AND SUPPORT – Australian Red Cross

How does it work?

The format of the event is pretty simple. Insights, collaboration and growth.

Insights – research, case studies, tech updates – anything that the Collective want to see, we will deliver. For the first session, we had Dr Brian Marien present on the Psychology of Positivity, and how it aligns with the experiences customers have with your brands.

Collaboration – every session will feature breakout groups, to work on topics selected by members of the group, for example, the first session we had discussions on:

  • Customer Value – How are your customers driving additional value for you beyond direct revenue? Eg Referrals / word of mouth. Positive reviews on site etc
  • How should CX teams/departments be structured? What different models can we learn from each other?

Growth – the highest value outcome for members of the Collective will be growth. Growth in their networks, their knowledge and in their ability to deliver exceptional experiences for their customers. We also want to help the acceptance, understanding and growth of CX as a whole and see the Collective leading the way.

How you can get involved

It’s simple; head to to register for more information.

With quarterly sessions and two major annual events included for all members of the Collective, it’s a compelling ongoing opportunity to grow your capabilities, network and knowledge.

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