SEPTEMBER 20198 IN MY V EWLISTENING TO ALL CUSTOMER VOICESImagine a young man, living with a mental illness in a small, remote Australian town. Consider the stigma he faces in opening up about his health, the challenges in finding a nearby service that can help him, the cost of care when he does. Above all, consider how alone he might feel.Australian Red Cross helps people like this everyday: people who are coping with isolation, disadvantage or the damage wrought by a disaster. Faced with this kind of needand our determination to create lasting change, how do we respond? We start by asking questions, and we listen to the answers.It seems so obvious when said aloud, but to develop something useful for a cohort of people, you start by listening.This is how the barely one-year-oldCustomer Experience (CX) team is helping to transform the way we operate at Australian Red Cross.In a not-for-profit context, there is more than one definition of`customer.' A customer can be one of the vulnerable people we help; one of our 20,000 members and volunteers; a financial supporter; first aid student; retail shopper; or oneof our corporate partners. Our CX approach is to make sure the voices of our customers guide every BY BELINDA DIMOVSKI, DIRECTOR OF ENGAGEMENT & SUPPORT, AUSTRALIAN RED CROSSBelinda Dimovski
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