Westpac Experience Strategy Journey
Post on 18-Nov-2014
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Herding cats and aligning starsCreating a customer-led vision, strategy, and roadmap for the Westpac Group
Experience Strategy Conference, May 2014
About us
@alisharpasharp@westpac.com.au
Alison Sharp Customer Experience (CX)
Customer Centred Design (CCD)
@ankaruhakgee@westpac.com.au
Kalpana GeeHead of Business Digital
We will talk about...
WHY HOW WHAT TOP TIPS
Customer centric approach to business strategyWHY
Old:Traditional approach to business strategy
New:Customer experience
vision
Compelling stories for the future with buy-in across the business
The stars were aligning...WHY
1
Executive mandate to be more
customer centric
2
Personal desire to try a new approach
and make a real difference
3
Leverage internal CCD capability
Overall journey
1
Get alignment on what the future should look like
2
Get initiatives funded and on the
roadmap
3
Execute projects that deliver on the
vision
HOW
CCD approach and techniquesHOW
• Dedicated space and design walls
• Insights from customer research
• Design jams (rapid sketching workshops)
• Storytelling
• Stakeholder walk throughs
A magic combination...HOW
Let’s join forces and start talking to people1HOW
CX team
Business team
Parallel work streams 2HOW
Traditional strategy looks at... 3HOW
• Global trends and best practice
• Competitors, new entrants and disruptors
• Current state (numbers and capabilities)
• Strategic direction
• Gap analysis
• Costs and roadmap
Dedicated space and design wall4HOW
Insights from customer and stakeholder research 5HOW
And so the story grows... 6HOW
Challenge #1: Sceptical stakeholders7HOW
Lesson #1: Trust in the process8HOW
Lesson #2: Design jams (rapid sketching workshops)9HOW
Lesson #3: Storytelling & stakeholder walkthroughs10HOW
Challenge #2: Producing a compelling “pack” 11HOW
Lesson #4: Simple artefacts, fit for purpose 12HOW
Customer mental model
Customer decision making process,
emotions, expectations...
Traditional strategy document
Detailed analysis of trends, competitors, global best practice,
roadmap, stats, business case...
Storyboards
Illustrated stories for various customer
scenarios.
Vision promise
One page summary of business objectives,
who we are designing for, and what the future
looks like.
Challenge #3: Translating the vision into projects13HOW
Storyboards
Customer focus
Project roadmap
Business and IT focus
Gap analysis
What do we have already and what’s new?
Lesson #5: Befriend PMO 14HOW
• Pepper project roadmap and charters with snapshots from the vision
• Prioritise must-have business and customer needs
• Provide costs for a CCD approach to delivery
Challenge #4: Delivering on the vision15HOW
Lesson #6: Vision owner and champions 16HOW
• Executive ownership and accountability
• Vision champions keep the intent alive
• Pick your battles
Immediate benefits of our new approachWHAT
More visibility, engagement, collaboration and alignment
More appreciation for the customer experience
A new way of working
Saved at least $1m in consulting fees by
leveraging internal skills
Cost savings
Critical for generating roadmap and
delivering on the vision
Reuse and consistency across the business
IP kept in-house
More confidence in future benefits WHAT
• Increase customer advocacy (NPS)
• Increase revenue
• Increase customer self service (productivity)
• Use the same tools for customers and staff
• Increase consistency across channels
In summary...TIPS
1 Old + new approach = compelling stories + detailed analysis + numbers + buy-in and alignment.
2 Success = people + topic + techniques + outputs.
3 All onboard the emotional roller coaster; trust in the process.
4 Rapid sketching workshops = high volume of great ideas + good team morale.
5 Storytelling and walkthroughs, early and often, are critical for stakeholder buy-in.
6 Produce simple artefacts, fit for purpose.
7 Befriend PMO: help to write project charters and secure funding.
8 Vision owner and champions: keep the intent alive through to final delivery.
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