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Joining up the organisation for world class FS customer experiences - Brand Learning @ The FS Forum

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Ahead of the formal launch, Brand Learning previewed the findings from their latest research study at a Financial Services Forum event this week. This is the presentation shared at the event by Rich Bryson (Group Client and Propositions Director, Brand Learning). 
 
The presentation was followed by an insightful panel session chaired by Hayley Spurling (Group Brand and Client Director, Brand Learning) with Raj Kumar (Global Head Marketing Strategy and Planning, Aviva), Louise Fowler (Marketing and Consumer Specialist and former CMO of First Direct), and Rich Bryson (Group Client and Proposition Director, Brand Learning).

To secure your copy of the report as soon as it is published, please head to our website to sign-up. www.brandlearning.com

Published in: Leadership & Management
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Joining up the organisation for world class FS customer experiences - Brand Learning @ The FS Forum

  1. 1. © BRAND LEARNING 2016 Join Up to How co-invention breaks down silos and joins up differentiated customer experiences Stand Apart Join Up to How co-invention breaks down silos and joins up differentiated customer experiences Stand Apart
  2. 2. © BRAND LEARNING 2016 2 Ahead of the formal launch, Brand Learning previewed the findings from their latest research study at a Financial Services Forum event this week. This is the presentation shared at the event by Rich Bryson (Group Client and Propositions Director, Brand Learning). The presentation was followed by an insightful panel session chaired by Hayley Spurling (Group Brand and Client Director, Brand Learning) with Raj Kumar (Global Head Marketing Strategy and Planning, Aviva), Louise Fowler (Marketing and Consumer Specialist and former CMO of First Direct), and Rich Bryson (Group Client and Proposition Director, Brand Learning). Joining up the Organisation for World Class FS Customer Experiences – A Financial Services Forum Event To secure your copy of the report as soon as it is published, please head to our website to sign-up.
  3. 3. © BRAND LEARNING 2016 We believe sustainable growth is best achieved by continuously improving the capabilities of people and organisations We build their capabilities to create outstanding customer experiences that deliver growth Expert team of 170 works out of New York, London and Singapore with clients in +60 countries We are global capability experts in driving customer-centred growth
  4. 4. © BRAND LEARNING 2016 Today’s findings and recommendations are based on… 4 Contributors to Growth Drivers Study and Joined Up CX research +160 World class clients in over 60 countries Qualitative research – including interviews with leaders Practical experience and quantitative research +1000
  5. 5. © BRAND LEARNING 2016 5 Joining up differentiated customer experiences - what gets in the way? Strategies too focused on today’s pain points vs future opportunities Rigid functional planning and execution Employees don’t feel empowered Bureaucratic processes and systems Siloed behaviours and ways of working Fixed organisational structures 25% 21 % 35% 36% 45 % Source: Brand Learning Joined Up CX research 2016 32 %
  6. 6. © BRAND LEARNING 2016 “We can’t solve problems by using the same kind of thinking we used when we created them” Albert Einstein
  7. 7. © BRAND LEARNING 2016 Joining up to deliver impact – learnings from different fields 7
  8. 8. © BRAND LEARNING 2016 8 Inspired a CX movement to make flying good again Joined up functions by re-inventing the flying experience – iterative working and involved leaders Integrated processes and systems around real needs of ‘guests’ and ‘team mates’ Harnessed ingenuity by instilling shared values and instant service recovery skills 7% revenue growth
  9. 9. © BRAND LEARNING 2016 Shared inventiveness to improve the lives of members Everyone involved in inventing CX solutions – 10,000 ideas per year via innovation community Integrate working practices around real needs - e.g. Checkscan, organise teams around life events, CCO Instil ingenuity through walking in customers’ shoes (e.g. Bootcamps, deployment letters) 16% revenue growth
  10. 10. © BRAND LEARNING 2016 Co-invention “Brings together different groups to invent and iterate differentiated customer experiences that have never existed before – breaking down silos and creating new value for all”
  11. 11. © BRAND LEARNING 2016 3i Drivers – how to join up outstanding customer experiences
  12. 12. © BRAND LEARNING 2016 The 3i Drivers are proven to deliver superior business growth INVENTION in strategy and execution INTEGRATION of real working practices INGENUITY of people Joined up strategy around end-to- end customer experience Inclusive, fostering creativity from all sources Apply data-driven insights in everything we do Structure and ways of working built around end to end customer experience Agile working – quickly and responsively Empower our people Driven by an in-built sense of curiosity Spend at least 2 days per month on learning 72 % Growth Drivers Growth Laggards Source: Brand Learning Growth Drivers Study 43 % 79 % 50 % 63 % 48 % 74 % 44 % 72 % 44 % 79 % 54 % 70 % 46 % 53 % 33 %
  13. 13. © BRAND LEARNING 2016 Focused on future possibilities vs current parameters. Shared inventiveness drives shared ownership. and iteration of CX solutions that have never existed before. Invention
  14. 14. © BRAND LEARNING 2016 Invention in Strategy and Execution Inspire a CX movement Deliver purpose with action not words – prove ROI, inconvenient truths and cultural symbols Invent CX strategies and plans together Invent the future experience and work back, prioritise passion points as well as pain points Continuously improve micro moments Enabled by stronger data analytics and insight capabilities across all teams, not just specialists
  15. 15. © BRAND LEARNING 2016 Integration of real working practices 350% Up to of the global workforce feel involved in their workplace* Increase in procedures and vertical layers* 13% Source: BCG research, Gallup Poll Survey
  16. 16. © BRAND LEARNING 2016 Integration of real working practices Integrate real working practices vs organogram and procedures Map out how the real works gets done to deliver CX goals Generate insight into real needs of customers, employees and partners Integrate working practices around needs to deliver outstanding, personalised experiences
  17. 17. © BRAND LEARNING 2016 Shared values There is no one size fits all, but there are common principles Networked teams organised around real CX needs Empower people with autonomy Integrate through shared values, rewards and resources C-suite accountability for end-to- end customer experience Team TeamTeam Team Team Team Aligned rewards REAL CX NEEDS Integration roles Regular role rotations Common resources Open data
  18. 18. © BRAND LEARNING 2016 Harness the ingenuity of people Era of AI and workplace automation, but people still key differentiator ‘Right brainers’ with ability to identify opportunities, find solutions and enable with technology
  19. 19. © BRAND LEARNING 2016 Harness the ingenuity of your people Mobilise people who want to make a difference for customers Instil collective ingenuity to find solutions to customer needs and amplify across business Empower ingenuity through involvement – leader coaching and incubator programmes Develop ingenuity in mindsets and skills through ‘real work’ and scenario learning
  20. 20. © BRAND LEARNING 2016 Summary – Making this happen in practice
  21. 21. © BRAND LEARNING 2016 UK Brand Learning Partners Ltd. Burgoine Quay 8 Lower Teddington Road Hampton Wick Kingston-upon-Thames Surrey, KT1 4ER Tel: (+44) 208 614 8150 US Brand Learning Inc. 80 Broad Street Suite 2101 New York NY 10004 Tel: (+1) 212 392 4898 Singapore Brand Learning Pte Ltd. 3 Temasek Avenue Centennial Tower Level 21-00 Singapore 039019 Tel: (+65) 6549 7935 Inspiring people. Lifting capabilities. Growing organisations. This presentation/document contains the copyright work of The Brand Learning Partners Ltd and contains trade marks which are the property of The Brand Learning Partners Ltd (including, without limitation, Brand Learning ®, the Brand Learning Propeller ® device and the “Brand Learning Wheel™” (the “Marks”).) No rights, of ownership or otherwise, are hereby granted in or to the Marks; which may not be used or reproduced without the prior written consent of The Brand Learning Partners Limited. This presentation/document also contains materials, such as illustrations, photographs and trade marks, owned by third parties (“Third Party Materials”) and which are subject to restrictions and other conditions on use. You are required to obtain the consent of the relevant third party to any reproduction or other use of the Third Party Materials and nothing in this presentation grants or implies any grant of any such rights on the part of The Brand Learning Partners Ltd. © The Brand Learning Partners Limited, 2014. brandlearning.com @brandlearning

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