Business Australia

Business Australia

How Synergy helped one of Australia’s longest-running organisations deliver a seamless customer experience.

John Reed from Synergy Enterprise Solutions was pivotal in shaping the strategy, managing a rapid formal request to market, and overseeing the complete transformation program. His expertise and in-depth knowledge and support from the wider Synergy team was invaluable to the success of our digital transformation.

Conrad Mackenzie, Chief Digital Officer at Business Australia.

Along with iconic Australian brands such as Holden, The Sydney Morning Herald and David Jones, Business Australia holds the prestigious title as one of the longest-running organisations in Australia. For more than 190 years, they have been a trusted source of information for businesses of all sizes, offering advice and solutions to boost efficiency and help businesses grow.

But just because their legacy runs deep, doesn’t mean their technology has to live in the dark ages.

“We’re in business to help business. But this was becoming increasingly challenging with the technology we had in place,” said Business Australia’s ex-Chief Digital Officer, Conrad Mackenzie.

Business Australia had plans to integrate new systems into their current solutions but was limited in their capability by fixed telephony hardware. In early 2020, their digital transformation plans were underway but Covid-19, and the urgent need for a remote solution, rapidly accelerated these transformation plans.

“We needed a remote-friendly working solution for our 700 employees to expand mobility access across our frontline workforce – and we needed it fast,” said Conrad.


Business Australia needed a future-proof telephony and contact centre to service their core customer channel. They engaged Synergy Enterprise Solutions to migrate them from their redundant platform to a position where they could capitalise on future core systems integration and new systems integration opportunities.

Headed up by Senior Consultant, John Reed, the Synergy team used several key activities to inform the direction, including:

  • Reviewing the IT Strategic Plan and IT Enterprise Architecture with the Chief Digital Officer to ensure consistency with future technology considerations and recommendations.
  • Extensive consultation with all key business stakeholders, including front-line customer service and support teams and the Customer Experience (CX) executive owner.
  • An investigation and depiction of current and emerging technology trends that may assist future business enhancement.
  • Detailed profiling of the existing voice technology platforms, identifying all dependencies and considerations that would impact replacement.

Once this groundwork was established, the Synergy team developed a detailed set of functional, business and technology specifications.

From these specifications, the team then shaped functional requirements, explored potential solution options, and identified best-of-market solution suppliers, before shaping a set of specific recommendations and an implementation approach.

Business Australia had two key goals for their business transformation: enhanced growth and positive customer experience. The Synergy team carefully considered these objectives when forming their recommendations.

Key recommendations from the Synergy team included:

  • Investing in foundational platforms for future growth, ensuring the business architecture and platforms in key areas like CX strategy can evolve.
  • Optimising customer workflow from first point of contact through to engagement, routing to either the best self-service options or the most qualified customer service resources.
  • Enhancing mobile workforce functionality, allowing contact centre staff to work remotely, and integrating communication with staff who travel to clients.


Although their transformation efforts are ongoing, the Business Australia team have already started to see the benefits of the changes that Synergy has implemented.

Some notable benefits include:

  • Enhanced customer experience by opening more options for communication and servicing with NSW Business Australia clients.
  • Greater efficiency and cost savings through integrated workflows and suggested new resourcing models.
  • Cost reduction: By procuring new operational functionality “as a service”, Business Australia were able to minimise up-front capital expenditure, reduce operational support demands, and flatten operations costs.
  • Ability to refine and optimise customer service through valuable analytics information on customer needs and behaviour.
  • Improved call handling quality through the use of a call recording repository that is used to enhance staff training and analyse customer concerns and feedback.

Is your organisation ready for the digital future? Take our free CX technology audit to find out.

We’ll review your current capabilities, address technology gaps, and identify solution options including functionality and budget options based on your specific organisational goals.