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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

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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!!