For generations of Australian travellers, Qantas' iconic red tail has been a symbol of adventure and home alike.

Today, as its Frequent Flyer loyalty program turns 30, Qantas faces a unique and interesting challenge: Maintaining that strong emotional connection whilst bringing the brand into the digital age. For Stephanie Tully, Qantas' executive manager of Group Brand and CMO, this is the perfect challenge.

It's all about empowering the company's thousands of frontline staff to deliver authentic and personal experiences, says Tully, who started her career with the airline as a cabin crew manager more than a decade ago.

"It's important that our staff who spend the most time with our customers are equipped to have those really authentic interactions," says Tully.

However, authentic interactions and conversations can also come from a variety of digital channels, she says, as long as an organisation fundamentally embraces cross-channel integration.

"I think lots of businesses, including us, are on the journey of stitching together all of their channels so that they can talk to customers across channels in a seamless way.

"I think more and more, you know, there's a future coming where there aren't many channels that are left that are not being used in a one-to-one way. Even television and radio will end up being personalised."

Tune in as Tully joins CMO Show host Mark Jones to discuss the future of customer experience, the value of data driven personalisation and the complexity of building different emotional connections with customers all over the world.