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Mr Ralph Bates

Ralph is business strategy and customer management expert with over 17 years’ experience. Ralph has worked extensively, both locally (Australia) and internationally, for a range of large B2C service organisation in the utilities, financial services and automotive sectors at an executive level.

His work at British Gas, in one of the most competitive retail energy markets in the world, helped him realise that you can increase revenue and profit when you focus on the customer and develop organisational capability to unlock that value.

Ralph has run several P & L’s as a General Manager so understands the time pressure to deliver results. He has skills in enterprise and business unit strategy development, marketing, sales, customer service and operations management, also leading enterprise level programme and change management initiatives.

Ralph has a breadth and depth of experience in not only developing but also successfully implementing enterprise strategy at a number of iconic brands including British Gas, Barclaycard, Alinta and most recently leading RAC’s WA’s recent Brand revitalisation.

His work at these organisations has enabled significant improvement in commercial results to be achieved and provided a strategic framework to ensure they remain competitive and profitable in an ever-changing environment.

Whilst Ralph’s achievements are many, his passion remains:

Customer centric strategy and experience design – developing and implementing customer focused strategies that ensure organisations leverage customer interactions across the whole of the customer’s lifecycle to deliver improved commercial results and Net promoter score.

Leading complex change and transformation – Ralph not only has developed strategy but also led and implemented several successful customer focused transformation programmes including NPS programme design and implementation.

Commercial success – strategy is only as good as the business success it delivers, and Ralph has a proven track record of improving top and bottom line results by improving customer loyalty, acquisition, retention, cross sell and cost to serve.

Ralph has strong comfort level and direct experience working with Boards. He is also a member of the State Advisory Committee WA for the Australian Marketing Institute and a Member of the Curtin School of Marketing Advisory Board.