Alex Murphy
Head of Customer Experience, LIC
Alex Murphy is a highly sought after Customer Experience and strategic transformation specialist, with a track record of delivering measurable results for some of New Zealand’s most iconic brands, including The Warehouse Group, Mercury, 2degrees, and Livestock Improvement Corporation.
Alex believes that brands thrive when they genuinely put their customers at the heart of everything they do. Her career is defined by leading complex transformation projects that unlock both commercial success and improved customer outcomes.
With deep expertise across CX strategy, insight-led innovation, and cross-functional delivery, Alex brings both visionary thinking and operational discipline to every challenge. Whether shaping digital experiences, optimising service design, or embedding a customer-first culture, she knows what it takes to drive lasting impact.
Day 1
12:00
From Genetics to Journeys: Building Behavioural Cohorts to Transform the Customer Experience
How LIC linked customer behaviour to genetic gain in the national herd to unlock measurable impact and value
Why rethinking cohorts and engagement strategies helped challenge assumptions about customer behaviour
Building a CX function from the ground up — aligning data, CRM and operating models to drive long-term loyalty and better outcomes