Insurance company QBE appoints its first chief customer officer, Bettina Pidcock

QBE Australia and New Zealand has appointed Bettina Pidcock as its first chief customer officer. Pidcock has worked at the insurance firm as executive general manager, marketing since Februrary 2016.

The role has been created for Pidcock as part of the company’s endeavours to be a more customer-focused organisation. Pidcock retains responsibility for overseeing QBE’s marketing, communications and digital.

Pidcock was head of marketing when QBE released its bouncing football ad, which first aired in March 2017. It was created to help promote the company’s ongoing association with the Sydney Swans. During her tenure, QBE’s Blondie-themed “Call me or click” campaign, which first aired in 2016.

Pat Regan, chief executive officer, said: “Bettina has done a fantastic job in bringing a persistent focus on our customers and using data to drive decisions and better outcomes. The creation of this role will help us stay true to the changes we want to bring about to improve our focus on delivering exceptional customer experience.”

Pidcock added: “The customer needs to be at the centre of everything we do. Working closely with our partners and focusing on our customers will help us to design and deliver better solutions to meet their insurance needs.”


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