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Bridging the gap
People build success
Insight:
Adding value with data
Colin Whelan
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Colin Whelan
Head of Professionalism
The Forum
Welcome
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Join us now for the launch of our
2015 challenge for analysts and
see how we can support you in
raising the game in your
operation. How do we change
the role of the MI or analytics
team(s), so that they have a
major impact on business and
customer performance?
Insight: Adding value with data
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■ Introduction – Insight: Adding value with data
■ Customer Experience Management – Niall Gallacher, Qlik
■ The 2015 Insight Challenge
■ MI Maturity Model & Case Study■ Tesco Bank
■ Self Assessment – Workshop 1 - Use
■ Analysis: Vote & Debate
■ Business Communication & Reporting : Vote
■ Self Assessment – Workshop 2 - Management
■ Delivers agreed objectives: Vote & Debate
■ 2015 Membership Programme…
Agenda
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Adding Value with Data
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Data, Information, Knowledge & Wisdom
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Look Familiar?
WEBHELP DISCOVERY METHODOLOGYDriving Action from Insight
Dave PattmanSolutions Directors
Copyright © 2014. All Rights ReservedWebhelp
9
Handling ‘Big Data’
Action
Insight
Information
Data
Our approach is to focus upon the Customer and those who
interact with them everyday at the frontlineVALUE CREATION
IN A WORLD OF SEEMINGLY LIMITLESS DATA THE CHALLENGE FOR ORGANISATIONS IS TO FIND THE
‘SIGNAL AMONGST THE NOISE’ AND DRIVE ACTION THAT CREATES SUSTAINABLE VALUE
Copyright © 2014. All Rights ReservedWebhelp
webhelp.com/uk @webhelpuk 10
Value Proposition
WE USE DATA TO DESIGN & DELIVER OUTCOME FOCUSED CUSTOMER EXPERIENCES
Multi-channel Customer Experience
1
Holistic Data Set360o customer view
Online
Mail Mobile
Phone Email
Social Media
In Store
Map Customer Journeys
2
Acquisition & Sales
On-boarding
In-life Servicing
Queries & Complaints
Up-sales/Cross-sales
Collections
Closures
Retention
Deploy SMART Solutions
3
Customer Journey Design
Demand Management
Customer Effort Score
Touchpoint NPS
Sales through Service
Customer Experience Analytics
Deliver Value Outcomes
4
Cost
Revenue
Experience
Advocacy
Copyright © 2014. All Rights ReservedWebhelp
11
Customer Experience Measurement
Customer ExperienceMeasurement Levels
Recommended Metrics Diagnostic Value
3 Brand Experience& Advocacy
Brand NPSCustomer franchise health and growth potential
2 Customer Journey Experience
Customer Effort Score
End-to-end journey optimisation
1Contact
& Touchpoint Experience
CSat/tNPS Service quality
AT WEBHELP WE RECOMMEND A BASKET OF METRICS IS USED TO MEASURE CUSTOMER EXPERIENCE
Copyright © 2014. All Rights ReservedWebhelp
12
Qualitative and Quantitative Data
Advisor performance
Call record (time, duration etc.)
Customer feedback
(Touchpoint NPS, social media)
Customer characteristics(tenure, age, dependents)
Product characteristics(# products, usage, LTV)
Channel usage (Web, Tel)
Call disposition (CallTrack)
Disposition & sentiment (speech & text)Data
Warehouse
WE COMBINE DATA ABOUT CALLS, ADVISORS, AND CUSTOMERS IN OUR DATA WAREHOUSE
UNDERSTANDING WHAT CUSTOMERS DO AND WHY THEY DO IT
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Customer Experience Management
Using data & analytics to better serve customers
Niall Gallacher
Director Market Development,
Communications, Energy and Utilities, Qlik
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■ Understand the importance of
identifying the relationships to all
goals and measures to the
organisational strategy
■ Understand how innovative
collection of data is benefited from
technology and lateral thinking
■ Learn the rules of obtaining buy in
to your insight and provide real
value to all within your operation
The 2015 Insight Challenge
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Increase your Sphere of Influence
Planning Insight Quality
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Workshop 1: Management / Strategy■ Audience: LEADERS (ALL involved in setting and reporting against targets;
Business Analysts, Senior Leaders, Operational Managers, Finance, HR,
Team Leaders and all other Data Analysts)
Workshop 2: Production / Accessibility■ Audience: ADMINISTRATION (ALL involved in obtaining, delivery or use of
data / intelligence; IT, Business Analysts, Senior Leaders, Operational
Managers, Finance, HR and all other Data Analysts)
Workshop 3: Reporting / Engagement■ Audience: ANALYSTS (ALL involved in sharing intelligence and insight
across an operation. Business Analysts, Senior Leaders, Operational
Managers, Finance, HR, Team Leaders and all other Data Analysts)
3 workshops
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Forum Provide Event Business Gains
Define the Gap
Environment to explore
desired future demand Vs
current state
MI Maturity Model assessment
to identify current position and
future strategy
Launch in October Best practice
Seminar Oct 2014
Online & email Recruitment &
Induction Winter 2014
1st Workshop Feb 2015
Clarification on true costs and benefits of
doing something different
Identification of YOUR data to Insight
challenge: Metrics? Targets? Systems?
Identify your “Circle of Control, Influence
and Concern”
Roadmap
Examples, case studies, Best
Practice
Reviewing the skills in the
accreditation Framework
Full 2015 Challenge:
Workshop 1 - Management
Workshop 2 - Production
Workshop 3 – Use
Forum training calendar 2014/2015
Clear lessons on the steps to make real,
sustainable change happen
Identify skill gaps in people delivering
insight and access to accredited
development
Your Roadmap
Support
Workshops,
Webinars,
Training,
Advice,
Community,
Standards Audit
Full Challenge, and ongoing Forum
training calendar 2014/2015
Access to specialist help and
development, alongside community
sessions and workshops to make the
change possible
Tools and development to “Expand the
sphere of your influence”
Team Work
Insight Community,
Professional Accredited
Membership
Full 2015 Challenge:
Workshop 1 - People
Workshop 2 - Technology
Workshop 3 – Process
Professional Accreditation Social
Network
Help, assessment and evaluation by self,
peers, community and Industry
Best practice in “Expanding the sphere of
your influence”
Close the Loop
-Setting Expectations
-Help celebrate change /
success
2015 Insight Conference, November
2015
2015 Insight Award Programme
-Metrics Used
-Visualisation of results
-Assessment techniques / forums
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The 2015 Insight Challenge
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MI Maturity Model & Case Study
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MI & Analytics Maturity Model
Measures
Use
Culture Production0 1 2
3
4
1
2
4
3
© 2014
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Steven Stewart
Senior Management
Information Analyst at
Tesco Bank Insurance
Management Information & Analytics
2014/2015 Objectives and Roadmap
Our Journey So Far
Where have we have come from
2010
2011
2012
2013
2014We build a contact centre
from scratch. Insurance
customers begin migration
from RBS to Tesco Bank. MI
team begin creating reporting
solutions to meet initial
business requirements
As the business settles
down, the appetite for
integrated information
increases. Our challenge is
that data sits in many
disparate systems, with little
process documentation
Work begins on driving an MI
Improvement project, where the
main aim is to improve our
capability to produce integrated
reports while creating a self
service environment
We prepare the foundations for
a governed reporting
environment using our available
tools. This is a period of
documenting processes,
understanding best practise and
developing skills.
We set ourselves strategic
goals in the areas we feel
matter to the team. Data,
Customer, Production and
Governance. Understand where
we are against those goals and
define how we will move
forward
Objectives
What are we going to do
The aim for the MI team is to deliver accurate and accessible information to customers allowing them to drive
business performance by evolving data, production and governance processes.
Data
As is: Not all data is available, there are
irregularities in processes and data storage
resulting in low data quality and reoccurring
issues.
To be: Data is available, trusted and supports
the business measures, processes are robust
and repeatable resulting in higher data quality,
increased efficiency and data aligns to business
objectives.
Production
As is: Resource intense and heavily reliant on
manual intervention resulting in a inconsistent
quality and restricted investment on value add
activities.
To be: Self serve capability, automated
production resulting in more accessible reports
delivered consistently to a better quality
standard and allowing more focus on insight
and analysis.
Governance
As is: Limited governance resulting in
inconsistent approaches and disparity in
outputs
To be: Governance framework exists across all
data and reporting activities where processes,
controls and responsibilities are defined
resulting in sustainable and scalable reporting.
Customer
As is: We are unaware of what information is
key in helping customers make decisions and
are reactive to changes in the business.
To be: We have a clear understanding of our
customers and their needs. We are focused on
adding value in all our activities through
systematic reviews, actively seeking feedback
whilst exploring opportunities for improvement.
Data
Production
Governance
Customer
Status as of 05 14 To Be
Roadmap
How are we going to do it
DATA
PRODUCTION
GOVERNANCE
CUSTOMER
Jul 14 Aug 14 Sep 14 Oct 14 Nov 14 Dec 14 Jan 15 Feb 15 Mar 15
MI Improvement
Project Delivery
My
Contribution as
CSR
Governance
Framework
Design and Build
Self-Serve Regular
Reporting Plan
Underway
Customer
Engagement
Sessions
Data Model in place
for Regular
Reporting
Skill flexibility
Report &
Metric
Catalogues
published
Measures
linked to
Objectives
Reporting
Review
My
Contribution as
Head Of
Team Rollout
& Forums
BRAG Ratings
Red Amber Green Blue
Metrics Maturity Index
This is derived from the
Capability Maturity Model
(CMM) framework; in short,
CMM describes an
improvement path from an ad
hoc, immature process to a
mature, disciplined process
where the goal is to improve
efficiency and value.
The advantages of adopting
this approach allows us to
establish quality and value of
data we make available to the
business, offering a
comprehensive and
transparent view of strengths,
exposures and limitations
where all measures are
assessed in a consistent way
and variation or interpretation of
“best practice” is reduced.
Key points (just notes)
What is important to us as a team? What is important to our customers and
support areas
Strategic planning of where we want to be in 12 months time.
Honest assessment of how we rate against our aspirations in each area. All
team members scored individually to encourage engagement
Scoring RED doesn’t mean we’re poor in that area at present. The score is
based on a raised bar
Measures and Reports BRAG rated using agreed maturity matrix. Focus on
low scoring areas to quickly add value and improve overall scores
Regular reviews of objectives, measures and reports
Easy to communicate improvements to the business, linked to our values and
strategy
Analysts can describe the value they have added using the maturity indices
when improvements have been made
Report and Metric catalogues stored and updated within SharePoint. Will allow
us to track improvements and quickly calculate overall BRAG
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Break
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Self Assessment Workshop
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Management Information: Analysis (9.1.2)
The ability to send or give (e.g. speaking, presenting or
writing) information in a business context
Self Assessment – Workshop 1
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■ What did you score yourself?
■ Why?
■ What do others think?
Table Discussions
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What were the
discussions on your
table about:
■ Groups scores?
■ Individuals scores?
■ Your scores?
Group Feedback
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Management Information: Business
Communication & Reporting (9.1.1)
The ability to send or give (e.g. speaking, presenting or
writing) information in a business context
Self Assessment – Workshop 1
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Team Performance: Delivers agreed objectives (7.1.1)
Delivers outstanding performance by agreeing appropriate
objectives, prioritising effectively and using effective performance
management processes.
Self Assessment – Workshop 2
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■ What did you score yourself?
■ Why?
■ What do others think?
Table Discussions
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What were the
discussions on your
table about:
■ Groups scores?
■ Individuals scores?
■ Your scores?
Group Feedback
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The Insight Challenge 2015
2014Challenge Launch
Sign Up Webinar (Sign-up)
Jan 2015 Preparation work (on-site)
Feb 2015 Kick off Workshop (1 - Management)
Mar 2015Follow-up work (on-site)
Virtual Learning (On Demand)
Apr 2015 Workshop at Conference
May 2015Challenge Webinar
Follow-up & Preparation (on-site)
Jun 2015 Workshop (2 – Production)
Jul 2015Challenge Webinar
Follow-up work (on-site)
Aug 2015Follow-up work (on-site)
Virtual Learning (On Demand)
Sep 2015Follow-up work (on-site)
Virtual Learning (On Demand)
Oct 2015Workshop (3 – Reporting)
Challenge Webinar
Nov 2015Best Practice Showcaseas part of Autumn Event
Preparation work (on-site)
Dec 2015Completion of final
review materials
Jan 2016Challenge completion &
start of 2016 challenge
What do you do next?
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Bridging the gap
People build success
2015 Membership
Programme Launch
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Next Sessions:
Lunch sessions until 13:45 are:
■ Networking lunch in the EXPO
■ Back Office: the data challenge
■ Speech and Text Analytics
Close