Acme Financial Services

Global Financial Services


The Customer

Acme Financial Services manage more than $17B of financial assets, and delivers services and products throughout Australia, New Zealand and the US

The Challenge

Acme were becoming aware that customers were showing dissatisfaction with their interactions with Acme. This was eventuating as a lowering in conversion rate between initial contact and product sale. Migrating from old processes to new meant learning where bottlenecks existed, and where customer emotion changed to deliver the experience they demanded.

The Solution

LINQ’s Digital Twin model of the business enabled a full understanding of the elapsed time of the customer journey today and how the customer’s emotions changed as they moved from initial contact through to purchase. This knowledge then allowed an improved experience to be modelled – enabling the new process to be built around mitigating current wait time and improving customer joy.

The Benefits

Enabling the whole business to focus on improving processes which impacted the customers mood and reduce the delay of sale of products ensured a total business approach to deliver an optimal customer experience.

LINQ has allowed us to recognise the true cost of poor customer mood, invest in improving those experiences and deliver a better service to our customers…

Marcus Neinholf
General Manager Strategic Programme Office


The Acme Story

Acme is focused on creating customer delight through a long-term relationship; from first contact, to delivering the correct service and product in the best possible time. As it re-engineers how it operates, the focus was not only on increasing automation, but ensuring that the mood of the customer remained positive through the process.

Acme recognised that extended “elapsed-time” and multiple customer interactions through a poor initial experience where the customer’s requirements were not heard, a leading to a poor customer perspective of Acme as a business.

LINQ is being used to model the digital representation – the Digital Twin – of meeting customers’ expectations. Rather than thinking about the interaction from inside the business and focusing on process, Acme decided to start from the customer view of buying a product. The inclusion of a greater understanding of the data and information produced and required for a successful outcome.

“LINQ does not focus on creating a procedure or process. The ability to deliver a dynamic representation of the data need of any aspect of the business, and how that impacts the next step with the customer, alongside understanding the elapsed time of any task helped us to recognise where we could make improvements and maintain a positive mood.” said Marcus Neinholf, the GM of the Strategic Programme Office.

The LINQ view of the business enabled Marcus to prove to the organisation that current methods of anticipating and delivering against customer requirements, including multiple ways of engagement, was adding significant time to providing the value they sought.

“Identifying where change would add the most value to the customer experience has enabled us to build the evidence-based case internally, getting the entire business moving in the same direction to deliver real value to our customers, more quickly than we would have otherwise managed to achieve” said Bob Collingham, Acme CTO.

LINQ is now being used with additional teams in the business, enabling Acme to manage its on-going ambition and deliver new experience to clients.


* Names have been changed to protect the customer’s privacy