Podcast Summary: Experts of Experience

Episode: The Trick to Aligning Tech, People & Process for Operational Success
Host: Lacey Peace
Guest: Phil Parbury, Core Services Manager at TOMRA Collection Australia
Date: August 27, 2025

Episode Overview

This episode offers an in-depth, behind-the-scenes look at how TOMRA Collection Australia has transformed its field service operations through digital transformation, leveraging technology and AI to enhance customer experience and operational "uptime." Host Lacey Peace and guest Phil Parbury discuss the cultural and technological shifts required for such a transformation, the practical challenges faced, and the philosophies that enable both happy customers and empowered teams in a high-expectation environment.

Key Discussion Points & Insights

1. TOMRA’s Unique Business Model and Phil’s Role

• TOMRA Collection Australia operates 2,600+ reverse vending machines at 750+ sites nationwide. These machines accept items (like bottles), refund users, and facilitate recycling as part of Australia’s container deposit schemes.
• Phil Parbury’s role: Head of a cross-functional core service team managing supply chain, technical, and customer service.
  • “We support our customers in different states... leading supply chain, technical and customer service teams.” – Phil [05:36]

2. Early-Stage Challenges & Start-Up Scrappiness

• TOMRA Australia started in a rapid "startup" phase, using ~26 different, often-incompatible operational tools.
• This led to double data entry, inconsistent information, and difficulties for both field and office teams.
  • “We'll build the plane as we're flying it, as it were. It's quite a, quite a favorite expression we have around here.” – Phil [07:55]

3. Transformation Process – Assess, Map, Involve

• The team decided to rebuild operations:
  • Full systems assessment identified redundancies and pain points.
  • Created a “Golden State” map for system requirements and stakeholder needs.
  • Engaged all levels of staff early for buy-in and comprehensive scoping.
  • “Let's get everybody involved in the journey from the start... giving them an opportunity to voice their concerns...” – Phil [11:52]
• Three core transformation goals:
  • Eliminate double entry.
  • Achieve a single source of truth.
  • Ensure scalability and sustainability. [13:07]

4. Rolling Out the Change

• Process spanned nearly two years:
  • Six months for assessment, six for vendor selection, approvals from a global HQ, four months for implementation.
  • User involvement: Major team reps participated in testing and ongoing iteration.
• Results:
  • Reduced systems: From six tools per task to just Salesforce.
  • Field teams use mobile devices with real-time data and user guides.
  • First-time fix rate now above 99%.
  • “Since we went live with the new system... we've seen a first time fix rate above 99%, so it's been a huge win.” – Phil [18:50]

5. AI-Driven Operations

• Dispatch Optimization: AI evaluates billions of permutations to assign jobs efficiently, boosting technician response time by 26%.
  • “The system is running through billions, if not trillions, of different permutations... there are over 3 million different ways you could arrange those work orders.” – Phil [21:58]
• Remote monitoring and dispatch reduce downtime ("uptime" now is top KPI).
• AI tools only as good as the quality of input data; rollouts staged to ensure adoption. [25:46]

6. Customer Experience & Personalization

• Personalization done right:
  • Tech and AI should support, not replace, human value—personal touches without being intrusive.
    • “People want that more personal touch... not excessive amounts in terms of... creepy.” – Phil [32:24]
  • Human/AI handoff should be seamless; agents must get context from AI so customers don’t repeat themselves.
  • Employee empowerment is key—frontline agents must be able to solve problems, not just escalate.
    • “Empowering the frontline agents to make decisions to support the customer... that's my main strategy.” – Phil [44:21]

7. Future Tech: Predictive Maintenance & Omnichannel Service

• TOMRA aims to implement predictive maintenance with AI analyzing machine usage and sensor data to prevent breakdowns before they occur.
• Industry Inspiration: Airlines and automotive industries’ proactive maintenance approaches.
  • “The lessons from that [airlines] industry is something that I think you can apply... fix things before they go wrong.” – Phil [31:03]
• Phil predicts multi-channel omnichannel support (phone, email, webchat, WhatsApp, social media) will be increasingly crucial for all businesses. [42:13]

8. Company Culture & Change Adoption

• TOMRA’s culture prizes openness, innovation, and transparency.
  • “This wasn’t about replacing people. This is about helping everybody do their job. Everybody wants to do a good job.” – Phil [39:41]
• Change framed as an opportunity to do more with current teams, rather than replace jobs.
• Transparency and involvement at all levels minimized resistance to tech changes.

Memorable Quotes & Moments

• On digital transformation’s reality:
  “By mapping out that journey, you know, we don't have to go from 0 to 100 immediately...realize those gains at each step rather than trying to jump straight to the finish line.” – Phil [14:37]

• AI’s actual impact:
  “Since we fired that up, we've seen a 26% improvement in technician response time, which means machines are getting attended to quicker.” – Phil [22:58]

• Empowerment as strategy:
  “Be able to have that resolution on the spot…that decision on the spot is really big for customer satisfaction.” – Phil [44:24]

• On balancing tech and people:
  “Setting up your people and your systems to work together to deliver the best outcome for your customers.” – Phil [36:43]

• Personalization boundary:
  “That's not creepy personalization. That's helpful personalization.” – Lacey [36:53]

Noteworthy Segments & Timestamps

• Early-Stage Challenges and Transformation Goals [07:55–13:43]
• Transformation Rollout & Outcomes [15:17–19:51]
• AI in Dispatching and Measurable Impact [21:58–22:58]
• Customer Experience: Empowerment, Tech Support, and Personalization [32:24–36:43]
• Future Plans: Predictive Maintenance & Omnichannel CX [28:25–31:44, 42:13]
• Company Culture and Change Management [38:45–41:15]
• Reddit AMA—Tools & Strategies That Work [44:21–44:54]
• Phil’s Personal Best Recent CX Experience [45:56–48:25]

Final Takeaways

• Digital transformation only works when you clarify goals, involve everyone, and ground all decisions in the customer and employee experience.
• AI and automation can deliver massive operational improvements—but only when paired with empowered, well-trained staff and ongoing data quality.
• The best customer experience blends the best of human and AI, delivered through the right channel at the right time, with just the right amount of personalization.

Follow-Up

• Connect with Phil Parbury: [LinkedIn link to be provided in show notes]
• Learn more about TOMRA: Visit their website, or find TOMRA Collection Australia for reverse vending machine solutions and innovations.

“This wasn’t about replacing people. This is about helping everybody do their job. Everybody wants to do a good job.”
— Phil Parbury [39:41]

“From a customer experience standpoint, the dream is when I'm actually never calling your support team...because the machine is never broken and everything's always working.”
— Lacey Peace [31:44]