an introduction to customer centered design and the role ... · an introduction to customer...
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Rob James
Head of Superannuation, Marketing & Direct Systems
BT Financial Group
28 November 2013
An Introduction to Customer Centered Design
and the role of Big Data and Analytics
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So, what is Customer Centred Design?
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CCD is an approach to innovation that starts with
knowing and understanding people.
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We believe…
We are using Customer Centred Design to create successful solutions
Desirability
Will customers want it?
Viability
Is there a strong business case?
Feasibility
Can we deliver it?
Successful financial
services live here
Start here
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At it’s core, CCD is about
3 things.
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1. Insight through Empathy "If I'd asked my customers what they wanted, they'd have said a faster horse." HENRY FORD
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2. Experimentation “Fail early to succeed sooner” DAVID KELLY, FOUNDER OF IDEO
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3. Collaboration “The secret is to gang up on the problem, rather than each other” THOMAS STALLKAMP
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We apply a simple, structured process
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Which is radically different from our standard approach
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And what is role of Big Data and Analytics?
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Big Data and Analytics is also an approach to innovation that
starts with knowing and understanding people.
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At it’s core, Big Data and Analytics is also about
3 things.
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1. Insight through
Data Analysis
“It is a capital mistake to theorize before one has data. Insensibly one begins to twist facts to suit theories, instead of theories to suit facts." SHERLOCK HOLMES
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Get closer than ever to your
customers.
So close, in fact, that you
tell them what they need
well before they realize it
themselves.”
Steve Jobs, Founder of Apple
“
Use a wide range of behavioural data
to move beyond the voice of the
customer and capture the mind of the
customer. What does a customer's
behaviour tell us? We want to use
analytics to capture this and act on it
before they tell us. We want to apply
our wealth expertise to their unstated
needs to make a truly easy and helpful
experience for them.
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What happened?
What is happening?
What will happen?
Deeper Customer Insight,
Micro Segmentation,
Channel Analytics,
New Data Sources
2. Agile “If you want to be inventive … you have to be willing to fail” JEFF BEZOS
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3. Collaboration “Alone we can do so little, together we can do so much” HELEN KELLER
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CCD and Big
Data Analytics are
complimentary
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We have been building CCD capability
and Data Analytic capability across BTFG and applying the
approach to a broad range of business challenges.
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It all started with BT Super for Life ...
First integrated digital wealth and banking offer.
Multi-award winning product SuperRatings Gold Rating 2012, Super Savvy The One Award 2012