Agile Gurugram 2023

1. agilegurugram.com
Agile Gurugram
BEYOND TRANSACTIONS – FOSTERING BUSINESS AGILITY WITH CUSTOMER CENTRICITY
agilegurugram.com

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This deck is for Agile Gurugram 2023 forum
All the content in this deck has got nothing related to any confidential information in Optum

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Do we understand common GOALS and its importance??

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Enabling business agility…
https://businessagility.institute/domains/overview
This Photo by Unknown Author is licensed under CC BY-SA-NC
Amazon.com
https://www.google.com/url?sa=i&url=https%3A%2F%2Fwww.itransform.co%2Fdigital-solutions-
services%2F&psig=AOvVaw1gt9IiHWgbyYcSoBdmpVkD&ust=1700907966876000&source=images&cd=vfe&opi=89978449&ved=0C
BAQjRxqFwoTCMDb0Z623IIDFQAAAAAdAAAAABAD
This Photo by Unknown Author is licensed under CC BY-SA-NC
https://www.google.com/url?sa=i&url=https%3A%2F%2Freputati
ontoday.in%2Fambiguous-and-anxious-environment-needs-
responsive-communication%2F&psig=AOvVaw0k9Gc-X-
qnWxsJ6lQMKQLk&ust=1700908082913000&source=images&cd=
vfe&opi=89978449&ved=2ahUKEwiS_PHBttyCAxUfJtAFHRHbDJQ
https://www.google.com/url?sa=i&url=https%3A%2F%2Fraam
anand.com%2Finsights%2Fstaying-relevant-in-this-fast-
changing-world-is-
critical%2F&psig=AOvVaw0wE934Lm15IboPwr8NZO82&ust=17
00908258099000&source=images&cd=vfe&opi=89978449&ved
=2ahUKEwirwLaVt9yCAxUs8ckDHVv5DyAQr4kDegQIARBd

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4 elements of Customer
Centricity - Personalization,
Availability, Autonomy and
Reliability
• Leadership Commitment
• Employee Empowerment
• Continuous Learning
• Transparency
• Innovation
We can build customer centric
culture only if we have

6. agilegurugram.com
Do you know…
Customer expectations are ALWAYS on
the rise
Over 50 percent of
customers will switch to a
competitor after a single
unsatisfactory customer
experience. (Zendesk)
Customers are 2.4 times
more likely to stick with a
brand when their problems
are solved quickly. (Forrester)
64 percent of customers will
spend more if a business
resolves their issues where
they already are. (Zendesk CX
Trends Report 2023)
70 percent of customers
expect anyone they interact
with to have full context.
(Zendesk CX Trends Report
2023)
48 percent of consumers
expect specialized treatment
for being a good customer.
(Accenture)
90 percent of businesses,
regardless of the vertical they
are operating in, have stated
that they have made CX their
primary focus. (CX Index)
This is the Difference Between Customer Experience, Customer Service and Customer Centricity - Bing video
https://www.appcues.com/blog/customer-centric-company-culture

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Do we really understand Customer Centricity and how does
customer centric enterprise think??
What is Business Agility - 4 components of Business Agility - YouTube

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Business
Agility
Lifespan of Organization and how business agility help in their success and sustainability?
What is Business Agility - 4 components of Business Agility - YouTube

9. agilegurugram.com
mystarbucksidea.com
The Imperatives of Customer-Centric Innovation | AWS Executive Insights (amazon.com)
How BIGgiants create DIFFERENCE??
FOCUS ON CUSTOMER LOYALTY, THE
SALES WILL COME AUTOMATICALLY
ALTHOUGH LEADERS PAY ATTENTION
TO COMPETITORS, THEY OBSESS
OVER CUSTOMERS
NEW LEADERSHIP TRAIT - CUSTOMER
OBSESSION—STATES THAT, “LEADERS
START WITH THE CUSTOMER AND
WORK BACKWARDS..
CONSTANTLY SCRUTINIZING WAYS
WE CAN IMPROVE VALUE FOR
CUSTOMERS, AND INTRODUCING
NEW FEATURES OR SERVICES THAT
SURPRISE AND DELIGHT THEM
AMAZON’S SUSTAINABLE FLYWHEEL
AROUND DURABLE CUSTOMER NEEDS
LIKE PRICE, SELECTION, AND
CONVENIENCE
https://encrypted-
tbn0.gstatic.com/images?q=tbn:ANd9GcSFHpSeW6oyBG6f6kaSYVlzG4
etrJP5zh6UBQ&usqp=CAU
https://www.google.com/url?sa=i&url=https%3A%2F%2Fwww.gi
ngerhotels.com%2F&psig=AOvVaw0Ycx5Jlfzc5TUunKgMMT4B&us
t=1700923449182000&source=images&cd=vfe&opi=89978449&v
ed=2ahUKEwjEyozh79yCAxUSwckDHf3YDUAQr4kDegUIARCBAQ

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Possible Disruptions towards business agility journey
Change Is Realized Through Culture and People, Not Process
Learn from our basics and form a strong foundation.
Ensure Technology is the KEY PARTNER to improve communication, enhancing user exp, enabling automation, innovation etc..

11. agilegurugram.com
Are we FOCUSED??
Regular checks…
• Are we massaging the right muscle(consistency & practice)?
• Are we using Consumer centered insights?
• Are we choosing right jingle?
Cherry pick Customer Feedback
Failing to personalize experience
Overpromising and underdelivering
Neglecting the emotional aspect
Lack of Transparency and ignoring the
importance of social responsibility
Not addressing customer pain points
Underestimating the importance of
consistent communication
Not leveraging data effectively to
understand customer behavior
Customer Insights to Foster Consumer Centricity - Bing video

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Case Study

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Tipping Points Pre-actions Pillars of change Key enablers
• Zero distance
SitWithOps
• Clear capability
accountability
• New measures of
success – only
customer’s
happiness matters
• Customer Focus –
shift left at each
level
• Dedicated team to
work on customer
feedback backlog
• Technology shift –
Digitalization &
innovation
• Inclusiveness on
demos – diverse
group
• Technology
presence at
business table –
tighter alignment
in backlog
prioritization
• Scaling – 70M +
diverse set of
customers
• Competitive threats
• 30K+ monthly
average call to
helpdesk
• Customer does not
know what he
wants
• C-Suite wake up
call
• Reverse order of
Engineering
• Top-down
communication
How we have harmonized Business Agility and Customer Centricity
• Office hours
• Business Townhall
message
• Fireside chat sessions
• Monthly managers
connect
• Pulse
newsletters
• Conversations &
more with leaders
C-Suite wake up call
Retain customer + build new
The Complete Guide to Business Agility and Why It's Important | Catalant

14. agilegurugram.com
How did we embrace feedback and how did it help us to change
into a progressive mindset?
Inadequate Knowledge of Customer Service Staff
“It was very frustrating having 5 different advocate people tell me a
different answer each time I asked about a prior authorization for
testing. Please hire competent people.”
New Claim Entry UI Not User-Friendly
“Your claim entry pages are way too large to see and navigate unless
you have a giant screen, the submission can't be printed on a single
page unless the print is reduced so much that it can't be easily read. Go
back to the earlier version.”
“More laborious and time-consuming to enter claims now. Cannot
enter dates into fields without errors; the calendar threw me back to
2007 initially.”
Verification Does Not Work
“Fix the login problem where it asks me every day to send me a code to
verify who I am even though I always use the same computer and mark the
skip button to let the program know this is a trusted computer.”
01
02
03
• Dedicated capacity to align feedback with execution
• Focus on the customer, using design thinking to build the
right products for the right people at the right time.
• Optimize value streams using cross-functional
collaboration : Business – tech for common prioritization
goal
• Visiting facilities and listening sessions with call support
team to observe pain areas and manual intervention
Key Differentiators to leverage to other part of
Org/Industry

15. agilegurugram.com
Right solution at right time
consumer cultures
Empower front line touch point Idea sculpting – Gemba walk
Trend spotting and meta analysis
of customer
What customer say vs what
they do – Behavioral study Our value preposition – product
+ service + customer
Altered Org design
https://www.vecteezy.com/vector-art/3266870-company-or-organization-structure-
concept
Our Focused Approach
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agents-product-managers&docid=gZnuQEnOveOb9M&w=1024&h=735&hl=en-
US&gl=US&source=sh/x/im/m1/2
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https://www.google.com/imgres?imgurl=https://bloximages.newyork1.vip.townnews.com/psucollegian.c
om/content/tncms/assets/v3/editorial/6/d6/6d64a266-b9cd-11ec-aca3-
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qMaDERYbM&vet=1&imgrefurl=https://www.psucollegian.com/culture_lifestyle/penn-staters-bring-
awareness-to-explain-negative-effects-of-american-consumer-culture/article_0d4d63c0-c037-11ec-9dcd-
e309a1af166b.html&docid=mpxrMnvNhEsOKM&w=400&h=200&hl=en-US&gl=US&source=sh/x/im/m1/2
https://www.google.com/imgres?imgurl=https%3A%2F%2Fwww.davidafields.com%2Fwp-
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https://www.google.com/imgres?imgurl=https://ronkaufman.com/wp-
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https://www.google.com/imgres?imgurl=https://i0.wp.com/textilelearner.net/wp-
content/uploads/2023/08/Gemba-
walk.jpg?fit%3D600,364%26ssl%3D1&tbnid=ROObVBb0xAANQM&vet=1&imgrefurl=http
s://textilelearner.net/gemba-walk-an-important-lean-
tool/&docid=SX5XXzaKo8iLYM&w=600&h=364&hl=en-US&gl=US&source=sh/x/im/m1/2

16. agilegurugram.com
Product centric mindset to
consumer centric mindset
Diverse opinions
Working Backwards
Culture that celebrate failure -
psychological safety in
promoting experimentation
and learning.
Expert perspective - COE
Other Distinguishing Factors
Design thinking
What is Business Agility - 4 components of Business Agility - YouTube
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Key Mantras
1
2
3
37% incident reduction per quarter
22% NPS improvement Q-o-Q
39% helpdesk call reduction (2022-23)
Success looks like
Converse Converge
Co-opt
3 Crucial C’s we practiced
Consumer
centricity Cultural
partnerships
Collaborative
thinking
Priority – Priority – priority
Vs
Objective
Obsession with customer
experience
Using insight
At
Early stage
Not just advertising!
Going to them, not getting
them to you
Getting everyone involved (Top
to Bottom all levels)

18. agilegurugram.com
How tectonic shift in technology has been the enabler…
https://www.google.com/imgres?imgurl=https%3A%2F%2Fassets.mofoprod.net%2Fnetwork%2F
images%2FSanvello-
logo.original.jpg&tbnid=4iO1c3_A85_aDM&vet=12ahUKEwjZovuy4_WCAxUY0MkDHYb8APwQM
ygBegQIARBT..i&imgrefurl=https%3A%2F%2Ffoundation.mozilla.org%2Fen%2Fprivacynotinclude
d%2Fsanvello%2F&docid=lDpv9w9xVKGhHM&w=800&h=800&q=sanvello&ved=2ahUKEwjZovuy
4_WCAxUY0MkDHYb8APwQMygBegQIARBT https://www.qualtrics.com/
https://www.google.com/imgres?imgurl=https%3A%2F%2Fwww.tableau.com%2Fsites%2Fdefault%2Ffiles%2F2022-
05%2FProducts_Desktop_Intro.png&tbnid=6AwVIvUJomyrSM&vet=12ahUKEwjIhoyrsfqCAxV8x8kDHdhqDlsQMygBegQIARBt..i&imgrefurl=https%3A%2F%2Fwww.tableau.com%2Fproducts%2Fdesktop&d
ocid=8R2A4IOQjGx_AM&w=2000&h=1277&itg=1&q=tableau&hl=en-US&ved=2ahUKEwjIhoyrsfqCAxV8x8kDHdhqDlsQMygBegQIARBt
https://www.google.com/imgres?imgurl=https%3A%2F%2Fupload.wikimedia.org%2Fwikipedia%2Fcommons%2Fthumb%2Ff%2Ff9%2FSalesforce.com_logo.svg%2F1200px-
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Page Views
Visits
Unique Visits
# of Visitors who Received Overall Site Survey
# of Visitors who Received Post Transactional Survey
% of Visitors Who Leave Verbatim Comments
# of Completed Overall Site Surveys (Response rate)
# of Completed Post Transactional Surveys (Response rate)
# of Completed Feedback Surveys
19
Numbers that matter
• Choose the right KPI​
• deliver the WOW through service​
• Removing traditional key performance
indicators (KPIs)

20. agilegurugram.com
Cultural shift - Empathy was and is still the foundation!!

21. agilegurugram.com
Common North Star
FOCUS, FOCUS & FOCUS
• Identify things to infuse business agility and customer
centricity in daily work
• Remember power of collaboration, continuous learning and
customer feedback
• Identify at least 1 tangible step towards greater customer centricity with business
agility
• Embrace Flexibility, Adaptability and relentless focus on meeting customer
needs
1
2
3
4
STAY CURIOUS, ADAPT FEARLESSLY and PRIORTIZE THE CUSTOMER IN EVERY DECISION. BE A CATALYST TO
CONTINUOUS SUCCESS!!
MODEL, COACH, CARE
I WILL
Takeaway

22. agilegurugram.com
Customer Centricity is a journey
&
not a destination…
This Photo by Unknown Author is licensed under CC BY-NC-ND
RUN, JUMP AND
PLAY! RUN CLEAN. RUN
FAST. SHOW YOUR ABILITY,
TRY AGILITY!
ARE WE INVESTING RIGHT
IN BUSINESS AGILITY VS
ENTERPRISE AGILITY?
Lets change the way we think…

23. agilegurugram.com
Sources of images and data

24. agilegurugram.com
Appendix

25. agilegurugram.com
How we achieved Inbound Call Volume Reduction
Top 25 categories contributing Inbound call volume
Approach
Call Volume Study
Study of call volume data to understand the areas / processes leading to high calls
Identify key system/ process changes
Identify the improvements required in systems or their performance and prioritze/ develop an
improvement plan
Implementation
Implement the changes/ improvements required to systems/ processes
3 level Approach for Reducing Inbound call volume
Dean –Tech Support:
“Thank you for this wonderful work ! This will definitely help in promoting self-service for
providers instead of calling the PSL team to check their network status considering that this is our
number 1 call driver comprising 47% of our calls YTD. PSL Frontline Staff has been informed too
to proactively educate providers that they can use to check their network panels as well. 😊 ”
Jackie – RVP Central Region:
“OMG, this is great news and THANK YOU. This will cut down on a lot of phone calls for PSL and
PRAs………….BRAVO and GREAT NEWS”
Vern – Assc Director Network Management:
“This is a wonderful and useful tool for individual and group providers, wonder if there’s been
thought to develop a tool for hospital providers?”

26. agilegurugram.com
culture shift -
resilience
towards
consumer needs
and balancing
speed with
stability
Making Agile Work in Asynchronous and Hybrid Environments (infoq.com)
What is Business Agility? Discover the Framework for Business Agility (agilebusiness.org)