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A Fresh Approach to CX Transformation @ Transport Shared Services
- A Case StudyAmrita (Amy) Bhattacharyya
Director, Consulting Services - Stellar Evolve
Kerry GillfeatherPrincipal Manager, Customer Service
Transport Shared Services - Transport for NSW
3 April 2017
Number One …
3 Pithy Observations
Execution without
people is impossible
2
CX Management is easy, change is
hard
3
Strategy without
execution is
meaningless
1
Challenges
Pace Of Change
2
Automation
3
Cost Pressures
1
TSS Business Challenges
SYDNEY TRAINSProcurement, Finance, HR, Facilities
NSW TRAINSProcurement, Finance, HR, Facilities
Road and Maritime ServicesProcurement, Finance, HR, Facilities
STATE TRANSIT AUTHORITYProcurement, Finance, HR, Facilities
Transport Shared Services
Procurement Finance HR Facilities
TSS Strategic Objectives
Improve usability of current Service Catalogue 1Launch a transformation program to drive culture change2Realign operating model for improved customer centricity3
Client Perspective
InnovationThought Leadership
Tailored Services
Grade Of Services
Proactive Approach
Number Two …
Customer Perspective We asked the customers, if TSS were a person, who would they be …
Friendly But Unable To Help
Wants To Improve But Overloaded
Wants To Be Responsive But Is Too Busy
Feeling Unappreciated And Unsupported
Middle Aged And Tired
Employee Perspective
They were fatigued and
wanted disciplined
change
They saw the vision and
believed in the direction TSS
was taking
Wanted clear career path &
growth opportunities
Wanted employee
recognition program
Processes and systems
disjointed and too complex
1
2
3
5
6
Wanted customer
service training
4
Findings – Initiatives
Challenges with user adoption
01
Multi-channel platform WIP
02
Defined but not embedded
03
Resource challenged
04
ERP Platform CRM Platform Customer Charter Resources
Tailored the Stellar Evolve methodology to define a four step project approach # INITIATIVE Cu
stom
er
Serv
ice
Inno
vatio
n
Peop
le /
Cultu
re
Acce
lera
te
Impl
emen
tatio
n
Impl
emen
tPer
Pl
an
Defe
r Im
plem
enta
tion
Cons
ider
Im
plem
entin
g
1. Establish Customer Experience Council Establish a cross-functional and multi-level team responsible for driving CX improvement through customer journey and design thinking.
2. Boost Change Management Capability Ramp up internal change management capability to support existing projects as well as the CS Transformation Program.
3 Implement Customer CharterEmbed Customer Charter in staff induction, training, performance evaluation and recruitment criteria.
4. Simplify and Digitise Service Catalogue Simplify service catalogue into ideally an interactive, easy to understand, visual process flow.
5. Implement Closed Loop Feedback Management Establish a 2-tier feedback management process supported by a robust customer communications process with stakeholders and customers.
6. Define Client Stakeholder Engagement Plans, Processes Define a segmentation driven Stakeholder Engagement Program for current and future client base.
7. Conduct Ongoing Customer Research Benchmark customer experience. Define customer experience framework to create line of sight from operations to CX.
Impact On Focus Area Suggested Strategy
Positive NeutralLEGEND On Delivery Plan CSIA Recommendation Work In Progress
Tailored the Stellar Evolve methodology to define a four step project approach # INITIATIVE Cu
stom
er
Serv
ice
Inno
vatio
n
Peop
le /
Cultu
re
Acce
lera
te
Impl
emen
tatio
n
Impl
emen
tPer
Pl
an
Defe
r Im
plem
enta
tion
Cons
ider
Im
plem
entin
g
1. Establish Customer Experience Council Establish a cross-functional and multi-level team responsible for driving CX improvement through customer journey and design thinking.
2. Boost Change Management Capability Ramp up internal change management capability to support existing projects as well as the CS Transformation Program.
3 Implement Customer CharterEmbed Customer Charter in staff induction, training, performance evaluation and recruitment criteria.
4. Simplify and Digitise Service Catalogue Simplify service catalogue into ideally an interactive, easy to understand, visual process flow.
5. Implement Closed Loop Feedback Management Establish a 2-tier feedback management process supported by a robust customer communications process with stakeholders and customers.
6. Define Client Stakeholder Engagement Plans, Processes Define a segmentation driven Stakeholder Engagement Program for current and future client base.
7. Conduct Ongoing Customer Research Benchmark customer experience. Define customer experience framework to create line of sight from operations to CX.
Impact On Focus Area Suggested Strategy
Positive NeutralLEGEND On Delivery Plan CSIA Recommendation Work In Progress
Transformation Roadmap
Tailored the Stellar Evolve methodology to define a four step project approach # INITIATIVE Cu
stom
er
Serv
ice
Inno
vatio
n
Peop
le /
Cultu
re
Acce
lera
te
Impl
emen
tatio
n
Impl
emen
tPer
Pl
an
Defe
r Im
plem
enta
tion
Cons
ider
Im
plem
entin
g
1. Establish Customer Experience Council Establish a cross-functional and multi-level team responsible for driving CX improvement through customer journey and design thinking.
2. Boost Change Management Capability Ramp up internal change management capability to support existing projects as well as the CS Transformation Program.
3 Implement Customer CharterEmbed Customer Charter in staff induction, training, performance evaluation and recruitment criteria.
4. Simplify and Digitise Service Catalogue Simplify service catalogue into ideally an interactive, easy to understand, visual process flow.
5. Implement Closed Loop Feedback Management Establish a 2-tier feedback management process supported by a robust customer communications process with stakeholders and customers.
6. Define Client Stakeholder Engagement Plans, Processes Define a segmentation driven Stakeholder Engagement Program for current and future client base.
7. Conduct Ongoing Customer Research Benchmark customer experience. Define customer experience framework to create line of sight from operations to CX.
Impact On Focus Area Suggested Strategy
Positive NeutralLEGEND On Delivery Plan CSIA Recommendation Work In Progress
Tailored the Stellar Evolve methodology to define a four step project approach # INITIATIVE Cu
stom
er
Serv
ice
Inno
vatio
n
Peop
le /
Cultu
re
Acce
lera
te
Impl
emen
tatio
n
Impl
emen
tPer
Pl
an
Defe
r Im
plem
enta
tion
Cons
ider
Im
plem
entin
g
1. Establish Customer Experience Council Establish a cross-functional and multi-level team responsible for driving CX improvement through customer journey and design thinking.
2. Boost Change Management Capability Ramp up internal change management capability to support existing projects as well as the CS Transformation Program.
3 Implement Customer CharterEmbed Customer Charter in staff induction, training, performance evaluation and recruitment criteria.
4. Simplify and Digitise Service Catalogue Simplify service catalogue into ideally an interactive, easy to understand, visual process flow.
5. Implement Closed Loop Feedback Management Establish a 2-tier feedback management process supported by a robust customer communications process with stakeholders and customers.
6. Define Client Stakeholder Engagement Plans, Processes Define a segmentation driven Stakeholder Engagement Program for current and future client base.
7. Conduct Ongoing Customer Research Benchmark customer experience. Define customer experience framework to create line of sight from operations to CX.
Impact On Focus Area Suggested Strategy
Positive NeutralLEGEND On Delivery Plan CSIA Recommendation Work In Progress
13 Programs
Short-term & Long-term
Multiple Lenses
Implementation Strategy
Transformation Roadmap
Tailored the Stellar Evolve methodology to define a four step project approach # INITIATIVE Cu
stom
er
Serv
ice
Inno
vatio
n
Peop
le /
Cul
ture
Acce
lera
te
Impl
emen
tatio
n
Impl
emen
tPer
Pl
an
Defe
r Im
plem
enta
tion
Cons
ider
Im
plem
entin
g
1. Establish Customer Experience Council Establish a cross-functional and multi-level team responsible for driving CX improvement through customer journey and design thinking.
2. Boost Change Management Capability Ramp up internal change management capability to support existing projects as well as the CS Transformation Program.
3 Implement Customer CharterEmbed Customer Charter in staff induction, training, performance evaluation and recruitment criteria.
4. Simplify and Digitise Service Catalogue Simplify service catalogue into ideally an interactive, easy to understand, visual process flow.
5. Implement Closed Loop Feedback Management Establish a 2-tier feedback management process supported by a robust customer communications process with stakeholders and customers.
6. Define Client Stakeholder Engagement Plans, Processes Define a segmentation driven Stakeholder Engagement Program for current and future client base.
7. Conduct Ongoing Customer Research Benchmark customer experience. Define customer experience framework to create line of sight from operations to CX.
Impact On Focus Area Suggested Strategy
Positive NeutralLEGEND On Delivery Plan CSIA Recommendation Work In Progress
Tailored the Stellar Evolve methodology to define a four step project approach # INITIATIVE Cu
stom
er
Serv
ice
Inno
vatio
n
Peop
le /
Cul
ture
Acce
lera
te
Impl
emen
tatio
n
Impl
emen
tPer
Pl
an
Def
er
Impl
emen
tatio
n
Cons
ider
Im
plem
entin
g
1. Establish Customer Experience Council Establish a cross-functional and multi-level team responsible for driving CX improvement through customer journey and design thinking.
2. Boost Change Management Capability Ramp up internal change management capability to support existing projects as well as the CS Transformation Program.
3 Implement Customer CharterEmbed Customer Charter in staff induction, training, performance evaluation and recruitment criteria.
4. Simplify and Digitise Service Catalogue Simplify service catalogue into ideally an interactive, easy to understand, visual process flow.
5. Implement Closed Loop Feedback Management Establish a 2-tier feedback management process supported by a robust customer communications process with stakeholders and customers.
6. Define Client Stakeholder Engagement Plans, Processes Define a segmentation driven Stakeholder Engagement Program for current and future client base.
7. Conduct Ongoing Customer Research Benchmark customer experience. Define customer experience framework to create line of sight from operations to CX.
Impact On Focus Area Suggested Strategy
Positive NeutralLEGEND On Delivery Plan CSIA Recommendation Work In Progress
Tailored the Stellar Evolve methodology to define a four step project approach # INITIATIVE Cu
stom
er
Serv
ice
Inno
vatio
n
Peop
le /
Cul
ture
Acce
lera
te
Impl
emen
tatio
n
Impl
emen
tPer
Pl
an
Def
er
Impl
emen
tatio
n
Cons
ider
Im
plem
entin
g
1. Establish Customer Experience Council Establish a cross-functional and multi-level team responsible for driving CX improvement through customer journey and design thinking.
2. Boost Change Management Capability Ramp up internal change management capability to support existing projects as well as the CS Transformation Program.
3 Implement Customer CharterEmbed Customer Charter in staff induction, training, performance evaluation and recruitment criteria.
4. Simplify and Digitise Service Catalogue Simplify service catalogue into ideally an interactive, easy to understand, visual process flow.
5. Implement Closed Loop Feedback Management Establish a 2-tier feedback management process supported by a robust customer communications process with stakeholders and customers.
6. Define Client Stakeholder Engagement Plans, Processes Define a segmentation driven Stakeholder Engagement Program for current and future client base.
7. Conduct Ongoing Customer Research Benchmark customer experience. Define customer experience framework to create line of sight from operations to CX.
Impact On Focus Area Suggested Strategy
Positive NeutralLEGEND On Delivery Plan CSIA Recommendation Work In Progress
Number Three …
Processes and systems too
complex
BOARDING PASS
Flight
CS 321
Gate
1 - Summer Hill
Terminal
Class
Business Class
SEAT 1A
Air TSS
BOARDING PASS
Flight
CS 321
To
Customer Service
Excellence
Date
March 2016
Gate
1 - Summer Hill
Terminal
Class
Business Class
SEAT 8A
Boarding opens 15 mins prior to
departure
Air TSS
Processes and systems too
complex
Processes and systems too
complex
Questions?