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UX STRAT USA 2018 Presentation: Heidi Munc, Nationwide

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UX STRAT USA 2018 presentation slides by Heidi Munc of Nationwide: "Strategy for Driving Customer-Centric Experience Design at Nationwide"

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UX STRAT USA 2018 Presentation: Heidi Munc, Nationwide

  1. 1. Driving customer-centric strategy & design Heidi Munc – AVP of UX at Nationwide @heidimunc
  2. 2. BUT A COMPLEX SERVICE DELIVERY ECOSYSTEM CAN GET IN THE WAY Direct Intermediary Online Call Center Agent / Advisor (Personal Relationship) Company (I’m an employee of) Firm (I’m a client of) Nationwide Assets ProductsPeopleTech PlacesProcessesProps PeopleTech PlacesProcessesProps Partner Assets
  3. 3. How might we get our business partners to make customer-centric decisions more frequently? We wondered…
  4. 4. 26% 23% 23% 16% 12% n = 249 business partner decisions. Source: CEB 2017 Customer Experience Business Partner Decision Making Survey. Personal Concern for Customer Formalized CX Norms and Processes Functional Goal Relevance Financial Impact of Decision Decision Certainty What Is in the Best Interest of Me and My Team = 74%What Is in the Best Interest of the Customer = 26% Belief in the importance of customer experience Degree to which the decision aligned with function/team’s existing goals and priorities Availability of data regarding the decision’s financial impact on function/ team Degree of comfort with the decision’s outcome and impact for my function/team Existence of CX processes and support for function/team to facilitate cross-functional decisions © 2017 CEB. All rights reserved. CXLC171017 THE WINNING COMBINATION
  5. 5. 26% 23% 23% 16% 12% n = 249 business partner decisions. Source: CEB 2017 Customer Experience Business Partner Decision Making Survey. Personal Concern for Customer Formalized CX Norms and Processes Functional Goal Relevance Financial Impact of Decision Decision Certainty What Is in the Best Interest of Me and My Team = 74%What Is in the Best Interest of the Customer = 26% Belief in the importance of customer experience Degree to which the decision aligned with function/team’s existing goals and priorities Availability of data regarding the decision’s financial impact on function/ team Degree of comfort with the decision’s outcome and impact for my function/team Existence of CX processes and support for function/team to facilitate cross-functional decisions © 2017 CEB. All rights reserved. CXLC171017 THE WINNING COMBINATION
  6. 6. 26% 23% 23% 16% 12% n = 249 business partner decisions. Source: CEB 2017 Customer Experience Business Partner Decision Making Survey. Personal Concern for Customer Formalized CX Norms and Processes Functional Goal Relevance Financial Impact of Decision Decision Certainty What Is in the Best Interest of Me and My Team = 74%What Is in the Best Interest of the Customer = 26% Belief in the importance of customer experience Degree to which the decision aligned with function/team’s existing goals and priorities Availability of data regarding the decision’s financial impact on function/ team Degree of comfort with the decision’s outcome and impact for my function/team Existence of CX processes and support for function/team to facilitate cross-functional decisions © 2017 CEB. All rights reserved. CXLC171017 THE WINNING COMBINATION
  7. 7. Create a framework that would easily allow for customer-centric decision making Our Proposal
  8. 8. Consistent actions and behaviors Changing how we think, act and operate, every day Shared decision-making and collaboration Changing how we work to make decisions and prioritize spending THE COMPONENTS OF THE FRAMEWORK Design Principles A prioritized set of guidelines for decision-making. To be used by every associate and partner, every day. Moments that Matter A shared view of what our customers experience, from their perspective. Focusing on their emotions, thoughts and actions.
  9. 9. KEEPING THE CUSTOMER AT THE CENTER OF ALL WE DO Design Principles Moments that Matter Direct Intermediary Online Call Center Agent / Advisor (Personal Relationship) Company (I’m an employee of) Firm (I’m a client of) Nationwide Assets ProductsPeopleTech PlacesProcessesProps PeopleTech PlacesProcessesProps Partner Assets
  10. 10. People ProductsTechnology PlacesProcessesProps © 2018, Nationwide Mutual Insurance Company and Affiliated Companies PRINCIPLES ARE INTENTED TO BE APPLIED BROADLY AND USED BY ALL
  11. 11. FUNDAMENTAL EMOTIONALENGAGEMENT Achieve Goals Organizations that optimize this emotional connection outperform competitors by 26% in gross margin and 85% in sales growth - Gallup Minimize Effort Build Trust PRINCIPLES MOVE FROM FOUNDATIONAL TO ASPIRATIONAL
  12. 12. “This is a small moment. I just expect it to work.“ “This is a big moment. I need you more than ever.“ MOMENTS THAT MATTER ILLUMINATE THE MOST IMPORTANT AREAS OF FOCUS
  13. 13. Situations trigger a moment Context frames what customers need and expect Tasks help customers get to their intended outcome THE MAKINGS OF A MOMENT
  14. 14. 1. Design and launch framework 2. Engage and empower associates at all levels 3. Create support for ongoing change One Nationwide Experience Project goals
  15. 15. 1. Design and launch framework 2.Engage and empower associates 3.Create support for ongoing change
  16. 16. CHOOSING THE TEAM
  17. 17. discovery workshop with 30 leaders online survey with 1000 customers 25 past experience research reports 45 SME’s interviewed 280 internal documents reviewed research with 117 customers 42 associates surveyed GATHERING INPUT
  18. 18. • Their perspectives on customer experience • How they view their customers • The ways they deliver a positive customer experience We asked intermediaries to describe: • How relevant customer experience efforts were to their day-to-day role • The ways they deliver a positive customer experience We asked internal associates to describe: BUSINESS INPUT
  19. 19. • What caused the interaction • What they were trying to do • How they felt before, during and after • What could have made it better • How it impacted their relationship with that company We asked customers to describe: CUSTOMER INPUT
  20. 20. SYNTHESIZING INPUT INTO THEMES
  21. 21. CREATING DRAFT ACTION STATEMENTS
  22. 22. 23 THE POWER OF CO-CREATION WORKSHOPS
  23. 23. WORKSHOP ACTIVITY DESIGN PRINCIPLES Consistent actions and behaviors Changing how we think, act and operate, every day Design Principles A prioritized set of guidelines for decision-making. To be used by every associate and partner, every day.
  24. 24. WORKSHOP ACTIVITY STRUCTURING PRINCIPLES PRINCIPLE Action statement • Behaviors • Behaviors • Behaviors Action statement • Behaviors • Behaviors • Behaviors Action statement • Behaviors • Behaviors 1 PRINCIPLE Action statement • Behaviors • Behaviors • Behaviors Action statement • Behaviors • Behaviors • Behaviors Action statement • Behaviors • Behaviors 2 PRINCIPLE Action statement • Behaviors • Behaviors • Behaviors Action statement • Behaviors • Behaviors • Behaviors Action statement • Behaviors • Behaviors 3
  25. 25. I show appreciation and Respect toward others I deliver customized experiences I am open and honest with customers I produce results fast I follow through on everything I do I provide up-to-date accurate information WORKSHOP ACTIVITY GROUP THE ACTION STATEMENTS
  26. 26. I produce results fast I follow through on everything I do I provide up-to-date accurate information I am open friendly and polite Add a definition That sums up what The combination of Action statements Means as a principle. Give each principle A title to describe the definition in one word. WORKSHOP ACTIVITY DEVELOP EXPERIENCE PRINCIPLES
  27. 27. Using the numbered stickers, apply priority to each of the principles your team developed. WORKSHOP ACTIVITY RANK IN ORDER OF PRIORITY
  28. 28. Which principles act as a baseline for delivering customer experience? Which principles differentiate Nationwide within the industry? Which principles best deliver our value proposition, brand equities and brand character traits? WORKSHOP ACTIVITY STRUCTURING PRINCIPLES
  29. 29. WORKSHOP ACTIVITY MOMENTS THAT MATTER Shared decision-making and collaboration Changing how we work to make decisions and prioritize spending Moments that Matter A shared view of what our customers experience, from their perspective. Focusing on their emotions, thoughts and actions.
  30. 30. I need to GET HELP moments I need to LEARN & PLAN moments I need to ACQUIRE something moments I need to MONITOR & REVIEW moments I need to USE what I have moments I need to MAINTAIN & ADJUST what I have moments I need to SHARE my thoughts moments WORKSHOP ACTIVITY UNDERSTAND MOMENTS THAT MATTER
  31. 31. activity or task business unit or LOB activity or task business unit or LOB Make a payment business unit or LOB I need to GET HELP moments I need to LEARN & PLAN moments I need to ACQUIRE something new moments I need to MONITOR & REVIEW moments I need to USE what I have moments I need to MAINTAIN & ADJUST moments I need to SHARE my thoughts moments ? WORKSHOP ACTIVITY MAP THE MOMENTS Using post-its, write down as many activities or tasks you can think of in the next 5 minutes. Now, organize the activities and tasks into the Moments that Matter framework.
  32. 32. 33
  33. 33. THE FIRST DRAFT – READY FOR RESEARCH
  34. 34. THE FRAMEWORK!
  35. 35. I need to GET HELP moments I need to LEARN & PLAN moments I need to ACQUIRE something moments I need to MONITOR & REVIEW moments I need to USE what I have moments I need to MAINTAIN & ADJUST what I have moments I need to SHARE my thoughts moments THE HIGH-LEVEL MOMENTS
  36. 36. SETBACKS
  37. 37. safe bet RECALIBRATING SCOPE AND TIMELINE safe bet
  38. 38. 1. Design and launch framework 2.Engage and empower associates 3.Create support for ongoing change
  39. 39. USING THE PRINCIPLES FOR DESIGN
  40. 40. USING THE PRINCIPLES FOR DESIGN
  41. 41. ENGAGING ALL ASSOCIATES
  42. 42. Understand your impact on the experience with this first activity
  43. 43. 1. Design and launch framework 2.Engage and empower associates 3.Create support for ongoing change
  44. 44. CREATING SUPPORT BY: Operationalizing Measuring Governing
  45. 45. Key Takeaways
  46. 46. Embrace uncertainty
  47. 47. Plan on pivoting, not perfection
  48. 48. Deliver an inspiring story
  49. 49. Transform how others see
  50. 50. Thank you Heidi Munc – AVP of UX at Nationwide @heidimunc

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