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Customer Centric Transformation
Michelle Kent UK Director of Customer Engagement April 2nd 2019
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Agenda
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Customers at the heart of everything
Insight driven solution & experiences
Experimentation as a key enabler
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LOYAL CUSTOMERS, SHARING WOW EXPERIENCES.
Creating Customer Value Through Data
Customer Centric Service DesignVirtuous circle of
continuous improvement
I II
III
Agile Services
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Customer Centric Need StatesHave The Home I
Want
Manage My Money
Planning For The Future
Realise My Business Dream
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Cross functional, autonomous squads
Digital Customer JourneyC.R.O
Marketing
Selections
AnalystSquad Lead
Compliance
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Clear and Transparent KPIs
Customer
Shareholder
Squad Contribution
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Driving value through insight
Understand the reason for the call
Create behavioural clusters & start to predict behaviour
Understand drivers, barriers & customer motivation
360° customer view
Speech & Text
Analytics
Machine Learning
Data
Research
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Experimentation is a mindset
Simplified Customer Journeys Supporting feature & experiential design
From… To…
Uplift In Completed
Apps
UpliftCompletedTransfers.
Low usageNot
prioritised
Notcontinued
UpliftIn Completed
Apps
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Optimise Customer engagement
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Colleague engagement is key
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In summary
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Transformation is not easy
Experimentation is a mindset
Putting customers at the heart of everything you do is worth it!!