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Towards a Marketplace | Simon Clarke

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An overview of Suncorp's journey to building the world's first financial services marketplace.

Published in: Marketing
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Towards a Marketplace | Simon Clarke

  1. 1. Building Differentiated Omni-channel Experiences Towards a Marketplace
  2. 2. Current State
  3. 3. Current State
  4. 4. Omni-channel Framework
  5. 5. Customer Customer need targeting
  6. 6. Marketplace Solving customer problems by meeting more needs and being present in customer lives in the way they want us to be. Needs Access Solutions Enablers Solving customer problems by meeting more needs Being present in customer lives in the way they want us to be + + + + + Home/Property MoneySelf/People Mobility Banking & Wealth Third Parties New Zealand Insurance Stores Digital Contact Centre Intermediaries/ Partners
  7. 7. Marketplace Model
  8. 8. Marketplace Any product, any brand, any channel
  9. 9. Marketplace Expanding beyond product
  10. 10. Marketplace Aligning needs and journeys Complex and disconnected Simplified and connected Marketplace Approach + Needs Solutions Customers solve for their needs Research Selection Lending Insurance Legal Movers Agent
  11. 11. Marketplace Enabling via our technology transformation
  12. 12. Marketplace Enabling via our technology transformation
  13. 13. Marketplace Seamless interactions across digital, voice and stores
  14. 14. Marketplace Seamless interactions across digital, voice and stores
  15. 15. Experience Omni-channel needs analysis
  16. 16. Experience Journey mapping
  17. 17. Experience Providing Omni-channel tools to assist our key journeys
  18. 18. Experience Providing Omni-channel tools to assist our key journeys
  19. 19. Experience Designing for Omni-channel
  20. 20. Experience Designing for Omni-channel The Empathetic (human) side of the differentiating Omni- channel strategy allows us to identify what goals and motivations instigate channel-interactions. In recognising those we can better support the customer along a narrative that extends prior to and past the mere interaction. The Functional Omnichannel Design Principals allow us to align our channels to each other; to join them in a seamless, integrated service network that addresses customer need and intention, and not business stipulation.
  21. 21. Experiencerm Design heuristics
  22. 22. Design heuristics Experience
  23. 23. Experience In a CUSTOMER’S PREFERRED CHANNEL to fulfil a SERVICING, SUPPORT, or ORIGINATION interaction, we MUST ALLOW FULFILLMENT where reasonably possible. HOWEVER, IF IT IS NOT FEASIBLE within the customer’s preferred channel to fulfil their action, then FROM THAT PREFERRED CHANNEL the customer MUST BE ABLE to initiate a SECONDARY CHANNEL INTERACTION TO FULFILLMENT, and we must make absolutely sure that NO INFORMATION INPUT STEPS ARE REPLICATED by the customer in this secondary channel. Functional failsafe
  24. 24. Experience Enabling a functional failsafe
  25. 25. Customer • Understand the macro and micro needs of your customers Platform • Have an ecosystem to accelerate your own IP and allow others to add value and experience to it Experience • Omni-channel isn’t just technology, embed a culture of functional and empathetic design Top Takeaways Empower your staff to test and learn

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