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An Introduction to a Systems
Thinking Approach
Customer Accounts Team
© Aviva PLC Private and confidential2
1. A Brief History
2. Thinking Outside the Box
3. Our Purpose and Vision
4. Nominal Value
5. Value and Failure
6. Response Capability
7. Data Capture Tool
8. How We Use Data Capture
9. Check-Plan-Do
10.Outcomes and Moving Forward
Contents
© Aviva PLC Private and confidential3
• British Occupational Psychologist
• Vanguard Company
• The Vanguard Method
• “Systems Thinking” and “Intervention
Theory”
• “It’s the system, not the people!”
• Unlearning and Learning
How did it all start?
© Aviva PLC Private and confidential4
‘Everyone thinks’ but not everyone ‘Thinks
about their Thinking’
“We are addicted to our thoughts.
We cannot change anything if we
cannot change our thinking.”
© Aviva PLC Private and confidential5
Our Thinking starts at a very early age in our childhood
• We pass courses by acquiring information, providing people with the answers they expect
• The answer cannot be creative as it is already known
• Answer is A - We therefore learn (Information) on how to give the right answer, that is teaching not learning
(Memory is only requirement)
• What circumstances would (A )be right and why would it be wrong to stimulate thinking creativity starts
• We pass courses and training becomes acquiring information not knowledge, understanding and wisdom
• Our desire to protect means not to ask the embarrassing question or to give an embarrassing answer
• We do not learn that learning comes from making mistakes and creatively thinking about what is needed to
deal with the problem
© Aviva PLC Private and confidential6
Customer Accounts Purpose
Get into pairs for a few minutes and discuss and create a
purpose for the Customer Accounts team.
© Aviva PLC Private and confidential7
Heating Engineer Exercise
What does the engineer need to arrive and fix your problem right first
time?
How much control does the engineer have over the causes of variation
(what goes wrong) – is it the system of the individual?
© Aviva PLC Private and confidential8
It’s the system
Not the people!
© Aviva PLC Private and confidential9
Nominal Value
What is Nominal Value?
• NOMINAL VALUE IS UNDERSTANDING WHAT THE CUSTOMER WANTS,
WHAT IS IT THE CUSTOMER NEEDS FROM US TO FULFILL THEIR
REQUIREMENTS AND WHEN DO THEY NEED THE INFORMATION BY?
• Getting it right first time – every time
• Keep our customers informed at all times
• Keep our promises
What is the Impact?
 Customer – Increase in NPS
Increase in CSAT
Decrease in Complaints
© Aviva PLC Private and confidential10
Examples of Different Nominal
Values
Van Driver Parent and Kids Business Executive
Customer sets the
nominal value and
thus the demand on
the service.
Quick & Hot
Kids 1st
then me
Coffee on tap
Laptop
DnD
© Aviva PLC Private and confidential11
days
x
x
100
x
x
x x
x x
x
150
50


Calls
Day Six
Day one
x
x
x x x x x x x x
My Capability
© Aviva PLC Private and confidential12
Get Knowledge
• Check
• What is the purpose of this system?
• Capability – what is it predictably achieving at the points of transaction?
• System Conditions – why does the system behave this way?
• Plan
• What needs changing to improve performance?
• What action could be taken and what would we predict will be the consequences?
• Against what measures should action be taken (to ensure we learn)?
• Do
• Take the planned action and monitor the consequences versus purpose
• And then go back to Check……
To understand the ‘what and why’ of
performance as a system
To get the knowledge required to effect
a good redesign
For the above to be developed in the system
To generate informed choice
© Aviva PLC Private and confidential13
Customers
Demand – Type and
Frequency What matters?
The Vanguard Model for ‘Check’
© Aviva PLC Private and confidential14
Demand
© Aviva PLC Private and confidential15
• Value Demand
• What we want in our system
• The value work
• Failure Demand
• What we don’t want in our system
• A failure of the system to do something, or to do something right for
the customer, not a failure of a person
Understanding Customer Demand
© Aviva PLC Private and confidential16
Housing Repairs Contact Centre
Types of Demand
Frequency Types of Demand in Customer Terms
72 I want my roof tiles fixed
168 When am I getting my new door?
140 I am still waiting for the plastering to be done
40 My guttering needs to be fixed
44 I need a plumber – I have a leak
192 I was out when the Inspector called
176 My guttering has not been fixed properly
48 I need a joiner
116 When am I getting my grass/hedges cut?
36 My fence needs to be fixed
168 When is the tradesman returning?
1220 Total
© Aviva PLC Private and confidential17
Housing Repairs Contact Centre
Types of Demand
Types of Demand in Customer Terms Frequency
I want my roof tiles fixed
When am I getting my new door?
I am still waiting for the plastering to be done
My guttering needs to be fixed
I need a plumber – I have a leak
I was out when the Inspector called
My guttering has not been fixed properly
I need a joiner
When am I getting my grass/hedges cut?
My fence needs to be fixed
When is the tradesman returning?
Total
72
168
140
40
44
192
176
48
116
36
168
1200
Value: 240
(20%)
Failure:
960 (80%)
© Aviva PLC Private and confidential18
Failure Demand
WHAT WE DON’T WANT IN OUR SYSTEM
– Tells us how they want you to provide it
–Lets us understand what matters to customers
– Lets us identify where there are problems
Understanding Customer Demand
Value Demand
WHAT WE WANT IN OUR SYSTEM
– What customers want from us
– Lets us identify our top demands
© Aviva PLC Private and confidential19
• Every demand whether value of failure will have a Primary
Demand and a Sub Demand
• Primary Demand = demand that the customer is making
• Sub Demand = This is the specific request which can be multiple
Example 1:- VALUE DEMAND
“I want to pay” = PRIMARY DEMAND
Fees = SUB DEMAND
Example 2:- FAILURE DEMAND
“I have not received” = PRIMARY DEMAND
Statement = SUB DEMAND
Primary and Sub Demand
20
"I WANT TO PAY" Fees
Invoices
Deposit Addition
Loan Service
Deposit Open
A-Account
"I WANT MY MONEY" Deposit Closure
Legal Completion
Stage Drawdown
"I WANT TO CHANGE MORTGAGE DETAILS" LOA
Address
Contact Details
Direct Debit
"I WANT INFORMATION" Deposit Account Statement
Mortgage Statement
Audit
Mortgage Structure
Bank Details
Maturity Date
Remove / Add Borrower
"I WANT A QUOTE" Illustrative
Expected
Maturity
"I WANT TO REPAY" Maturity
Partial Repayment
Early Repayment
Repaid Letter / Legal Instruction
"I WANT TO RESTRUCTURE" Deferral
Practical Completion
Running Covanent
"I WANT A DOCUMENT" LOA
Deeds
Copy Correspondence
VALUE
"I HAVE NOT RECEIVED" Notifications
Schedules
Goneaway
Statements
"I WANT TO COMPLAIN" Time Delays
Incorrect Information
Mis-sold mortgage
Chase Payment
Invoices
Audit
Mortgage Statement
Correspondence
Fees
Quote
LOA
Deeds / DS1
Deposit Account Statement
"YOU HAVE RECEIVED EXTRA MONEY" Refund
"YOU HAVE MADE A MISTAKE" Wrong Information
Accounting Error
Missing Correspondence
"I DO NOT UNDERSTAND" ERF
Correspondence
Mortgage Structure
"MORTGAGE IS IN ARREARS" A-Account
FAILURE
If you receive a demand which does not fit into a category, the tables above can be
amended and a new demand added.
© Aviva PLC Private and confidential21
Data Capture Tool
© Aviva PLC Private and confidential22
Data Capture Tool
© Aviva PLC Private and confidential23
Why have we got a Data Capture Tool?
• The capture tool is fundamental in us embedding a Systems Thinking methodology in
the way that we go about our work everyday. We can now make informed choices /
decisions based on knowledge from the data captured.
• We have information available to us instantaneously providing us a rich source of
information about our customer demands and what matters to them.
• As discussed earlier, when we make changes we go through CHECK, PLAN, DO. This
tool allows us to reduce time of analysing data, meaning we can go faster and make
continuous improvements for our customers.
• We can not only use this data to change the experience of our customers but we also
use this information to aid IT Change, Process Change, Training Plans, Capacity
Requirements and Skills required in our area.
• It is important that the data is accurate and up to date as this data can be used in all
areas of decision making processes whether it being internal or external. This
information can not only be used by use but can also be used by other areas with in
UKCF.
• If the data is not accurate, we could end up making wrong decisions that
could impact our customers and us.
© Aviva PLC Private and confidential24
Moving Forward
• Fiona has been trialling the new post log for a couple of weeks.
Changes have been made where needed.
• We will be rolling this out on the 3rd of February for a month trial
amongst Customer Accounts Team.
• This is still a test and learn phase, therefore if you feel we have
missed something which we need to add or we need to remove
something then we can.
• At the end of the first month we can review our processes (CHECK,
PLAN, DO), identify waste and reduce failure, review our end to end
time and identify top demands.
• If you need any help or further information then please ask either
myself or Fiona.
© Aviva PLC Private and confidential25
“Faith is taking the first step even
when you don't see the whole
staircase.”
Martin Luther King, Jr
Thank you!
If you would like to provide feedback on this session
them please email either Andy, Fiona or Kelly.

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An Introduction to a Systems Thinking Approach-2

  • 1. An Introduction to a Systems Thinking Approach Customer Accounts Team
  • 2. © Aviva PLC Private and confidential2 1. A Brief History 2. Thinking Outside the Box 3. Our Purpose and Vision 4. Nominal Value 5. Value and Failure 6. Response Capability 7. Data Capture Tool 8. How We Use Data Capture 9. Check-Plan-Do 10.Outcomes and Moving Forward Contents
  • 3. © Aviva PLC Private and confidential3 • British Occupational Psychologist • Vanguard Company • The Vanguard Method • “Systems Thinking” and “Intervention Theory” • “It’s the system, not the people!” • Unlearning and Learning How did it all start?
  • 4. © Aviva PLC Private and confidential4 ‘Everyone thinks’ but not everyone ‘Thinks about their Thinking’ “We are addicted to our thoughts. We cannot change anything if we cannot change our thinking.”
  • 5. © Aviva PLC Private and confidential5 Our Thinking starts at a very early age in our childhood • We pass courses by acquiring information, providing people with the answers they expect • The answer cannot be creative as it is already known • Answer is A - We therefore learn (Information) on how to give the right answer, that is teaching not learning (Memory is only requirement) • What circumstances would (A )be right and why would it be wrong to stimulate thinking creativity starts • We pass courses and training becomes acquiring information not knowledge, understanding and wisdom • Our desire to protect means not to ask the embarrassing question or to give an embarrassing answer • We do not learn that learning comes from making mistakes and creatively thinking about what is needed to deal with the problem
  • 6. © Aviva PLC Private and confidential6 Customer Accounts Purpose Get into pairs for a few minutes and discuss and create a purpose for the Customer Accounts team.
  • 7. © Aviva PLC Private and confidential7 Heating Engineer Exercise What does the engineer need to arrive and fix your problem right first time? How much control does the engineer have over the causes of variation (what goes wrong) – is it the system of the individual?
  • 8. © Aviva PLC Private and confidential8 It’s the system Not the people!
  • 9. © Aviva PLC Private and confidential9 Nominal Value What is Nominal Value? • NOMINAL VALUE IS UNDERSTANDING WHAT THE CUSTOMER WANTS, WHAT IS IT THE CUSTOMER NEEDS FROM US TO FULFILL THEIR REQUIREMENTS AND WHEN DO THEY NEED THE INFORMATION BY? • Getting it right first time – every time • Keep our customers informed at all times • Keep our promises What is the Impact?  Customer – Increase in NPS Increase in CSAT Decrease in Complaints
  • 10. © Aviva PLC Private and confidential10 Examples of Different Nominal Values Van Driver Parent and Kids Business Executive Customer sets the nominal value and thus the demand on the service. Quick & Hot Kids 1st then me Coffee on tap Laptop DnD
  • 11. © Aviva PLC Private and confidential11 days x x 100 x x x x x x x 150 50   Calls Day Six Day one x x x x x x x x x x My Capability
  • 12. © Aviva PLC Private and confidential12 Get Knowledge • Check • What is the purpose of this system? • Capability – what is it predictably achieving at the points of transaction? • System Conditions – why does the system behave this way? • Plan • What needs changing to improve performance? • What action could be taken and what would we predict will be the consequences? • Against what measures should action be taken (to ensure we learn)? • Do • Take the planned action and monitor the consequences versus purpose • And then go back to Check…… To understand the ‘what and why’ of performance as a system To get the knowledge required to effect a good redesign For the above to be developed in the system To generate informed choice
  • 13. © Aviva PLC Private and confidential13 Customers Demand – Type and Frequency What matters? The Vanguard Model for ‘Check’
  • 14. © Aviva PLC Private and confidential14 Demand
  • 15. © Aviva PLC Private and confidential15 • Value Demand • What we want in our system • The value work • Failure Demand • What we don’t want in our system • A failure of the system to do something, or to do something right for the customer, not a failure of a person Understanding Customer Demand
  • 16. © Aviva PLC Private and confidential16 Housing Repairs Contact Centre Types of Demand Frequency Types of Demand in Customer Terms 72 I want my roof tiles fixed 168 When am I getting my new door? 140 I am still waiting for the plastering to be done 40 My guttering needs to be fixed 44 I need a plumber – I have a leak 192 I was out when the Inspector called 176 My guttering has not been fixed properly 48 I need a joiner 116 When am I getting my grass/hedges cut? 36 My fence needs to be fixed 168 When is the tradesman returning? 1220 Total
  • 17. © Aviva PLC Private and confidential17 Housing Repairs Contact Centre Types of Demand Types of Demand in Customer Terms Frequency I want my roof tiles fixed When am I getting my new door? I am still waiting for the plastering to be done My guttering needs to be fixed I need a plumber – I have a leak I was out when the Inspector called My guttering has not been fixed properly I need a joiner When am I getting my grass/hedges cut? My fence needs to be fixed When is the tradesman returning? Total 72 168 140 40 44 192 176 48 116 36 168 1200 Value: 240 (20%) Failure: 960 (80%)
  • 18. © Aviva PLC Private and confidential18 Failure Demand WHAT WE DON’T WANT IN OUR SYSTEM – Tells us how they want you to provide it –Lets us understand what matters to customers – Lets us identify where there are problems Understanding Customer Demand Value Demand WHAT WE WANT IN OUR SYSTEM – What customers want from us – Lets us identify our top demands
  • 19. © Aviva PLC Private and confidential19 • Every demand whether value of failure will have a Primary Demand and a Sub Demand • Primary Demand = demand that the customer is making • Sub Demand = This is the specific request which can be multiple Example 1:- VALUE DEMAND “I want to pay” = PRIMARY DEMAND Fees = SUB DEMAND Example 2:- FAILURE DEMAND “I have not received” = PRIMARY DEMAND Statement = SUB DEMAND Primary and Sub Demand
  • 20. 20 "I WANT TO PAY" Fees Invoices Deposit Addition Loan Service Deposit Open A-Account "I WANT MY MONEY" Deposit Closure Legal Completion Stage Drawdown "I WANT TO CHANGE MORTGAGE DETAILS" LOA Address Contact Details Direct Debit "I WANT INFORMATION" Deposit Account Statement Mortgage Statement Audit Mortgage Structure Bank Details Maturity Date Remove / Add Borrower "I WANT A QUOTE" Illustrative Expected Maturity "I WANT TO REPAY" Maturity Partial Repayment Early Repayment Repaid Letter / Legal Instruction "I WANT TO RESTRUCTURE" Deferral Practical Completion Running Covanent "I WANT A DOCUMENT" LOA Deeds Copy Correspondence VALUE "I HAVE NOT RECEIVED" Notifications Schedules Goneaway Statements "I WANT TO COMPLAIN" Time Delays Incorrect Information Mis-sold mortgage Chase Payment Invoices Audit Mortgage Statement Correspondence Fees Quote LOA Deeds / DS1 Deposit Account Statement "YOU HAVE RECEIVED EXTRA MONEY" Refund "YOU HAVE MADE A MISTAKE" Wrong Information Accounting Error Missing Correspondence "I DO NOT UNDERSTAND" ERF Correspondence Mortgage Structure "MORTGAGE IS IN ARREARS" A-Account FAILURE If you receive a demand which does not fit into a category, the tables above can be amended and a new demand added.
  • 21. © Aviva PLC Private and confidential21 Data Capture Tool
  • 22. © Aviva PLC Private and confidential22 Data Capture Tool
  • 23. © Aviva PLC Private and confidential23 Why have we got a Data Capture Tool? • The capture tool is fundamental in us embedding a Systems Thinking methodology in the way that we go about our work everyday. We can now make informed choices / decisions based on knowledge from the data captured. • We have information available to us instantaneously providing us a rich source of information about our customer demands and what matters to them. • As discussed earlier, when we make changes we go through CHECK, PLAN, DO. This tool allows us to reduce time of analysing data, meaning we can go faster and make continuous improvements for our customers. • We can not only use this data to change the experience of our customers but we also use this information to aid IT Change, Process Change, Training Plans, Capacity Requirements and Skills required in our area. • It is important that the data is accurate and up to date as this data can be used in all areas of decision making processes whether it being internal or external. This information can not only be used by use but can also be used by other areas with in UKCF. • If the data is not accurate, we could end up making wrong decisions that could impact our customers and us.
  • 24. © Aviva PLC Private and confidential24 Moving Forward • Fiona has been trialling the new post log for a couple of weeks. Changes have been made where needed. • We will be rolling this out on the 3rd of February for a month trial amongst Customer Accounts Team. • This is still a test and learn phase, therefore if you feel we have missed something which we need to add or we need to remove something then we can. • At the end of the first month we can review our processes (CHECK, PLAN, DO), identify waste and reduce failure, review our end to end time and identify top demands. • If you need any help or further information then please ask either myself or Fiona.
  • 25. © Aviva PLC Private and confidential25 “Faith is taking the first step even when you don't see the whole staircase.” Martin Luther King, Jr
  • 26. Thank you! If you would like to provide feedback on this session them please email either Andy, Fiona or Kelly.