Herding cats and aligning starsCreating a customer-led vision, strategy, and roadmap for the Westpac Group

Experience Strategy Conference, May 2014

About us

@alisharpasharp@westpac.com.au

Alison Sharp Customer Experience (CX)

Customer Centred Design (CCD)

@ankaruhakgee@westpac.com.au

Kalpana GeeHead of Business Digital

We will talk about...

WHY HOW WHAT TOP TIPS

Customer centric approach to business strategyWHY

Old:Traditional approach to business strategy

New:Customer experience

vision

Compelling stories for the future with buy-in across the business

The stars were aligning...WHY

1

Executive mandate to be more

customer centric

2

Personal desire to try a new approach

and make a real difference

3

Leverage internal CCD capability

Overall journey

1

Get alignment on what the future should look like

2

Get initiatives funded and on the

roadmap

3

Execute projects that deliver on the

vision

HOW

CCD approach and techniquesHOW

• Dedicated space and design walls

• Insights from customer research

• Design jams (rapid sketching workshops)

• Storytelling

• Stakeholder walk throughs

A magic combination...HOW

Let’s join forces and start talking to people1HOW

CX team

Business team

Parallel work streams 2HOW

Traditional strategy looks at... 3HOW

• Global trends and best practice

• Competitors, new entrants and disruptors

• Current state (numbers and capabilities)

• Strategic direction

• Gap analysis

• Costs and roadmap

Dedicated space and design wall4HOW

Insights from customer and stakeholder research 5HOW

And so the story grows... 6HOW

Challenge #1: Sceptical stakeholders7HOW

Lesson #1: Trust in the process8HOW

Lesson #2: Design jams (rapid sketching workshops)9HOW

Lesson #3: Storytelling & stakeholder walkthroughs10HOW

Challenge #2: Producing a compelling “pack” 11HOW

Lesson #4: Simple artefacts, fit for purpose 12HOW

Customer mental model

Customer decision making process,

emotions, expectations...

Traditional strategy document

Detailed analysis of trends, competitors, global best practice,

roadmap, stats, business case...

Storyboards

Illustrated stories for various customer

scenarios.

Vision promise

One page summary of business objectives,

who we are designing for, and what the future

looks like.

Challenge #3: Translating the vision into projects13HOW

Storyboards

Customer focus

Project roadmap

Business and IT focus

Gap analysis

What do we have already and what’s new?

Lesson #5: Befriend PMO 14HOW

• Pepper project roadmap and charters with snapshots from the vision

• Prioritise must-have business and customer needs

• Provide costs for a CCD approach to delivery

Challenge #4: Delivering on the vision15HOW

Lesson #6: Vision owner and champions 16HOW

• Executive ownership and accountability

• Vision champions keep the intent alive

• Pick your battles

Immediate benefits of our new approachWHAT

More visibility, engagement, collaboration and alignment

More appreciation for the customer experience

A new way of working

Saved at least $1m in consulting fees by

leveraging internal skills

Cost savings

Critical for generating roadmap and

delivering on the vision

Reuse and consistency across the business

IP kept in-house

More confidence in future benefits WHAT

• Increase customer advocacy (NPS)

• Increase revenue

• Increase customer self service (productivity)

• Use the same tools for customers and staff

• Increase consistency across channels

In summary...TIPS

1 Old + new approach = compelling stories + detailed analysis + numbers + buy-in and alignment.

2 Success = people + topic + techniques + outputs.

3 All onboard the emotional roller coaster; trust in the process.

4 Rapid sketching workshops = high volume of great ideas + good team morale.

5 Storytelling and walkthroughs, early and often, are critical for stakeholder buy-in.

6 Produce simple artefacts, fit for purpose.

7 Befriend PMO: help to write project charters and secure funding.

8 Vision owner and champions: keep the intent alive through to final delivery.