Kate Hardgrave - Finding the Sweet Spot: Leveraging Insights to Shape Strategic Direction

I work in the Australian superannuation industry – an industry which is complex, typically conservative, highly regulated and characterised by customer apathy and disengagement.

We’ve been striving to drive customer-centric change at UniSuper for 3-4 years now, leveraging research to reverse engineer processes and shift mindsets. In 2019, I co-presented our journey mapping journey at Design Research alongside my colleague, Leah Mackenzie.

This is “Chapter 2” of my story. It’s about what happened when the groundswell we had created resulted in a breakthrough moment: Customer Experience (CX) having a seat at the decision-making table.

This presentation will cover my experiences leading a small CX team to influence UniSuper’s strategic direction through organisation-wide collaboration. It’s about what we did with our seat, and how we did it, to ensure that the voice of the customer was heard authentically all the way up to Board level. I’ll cover using insights to drive action through codesign of enterprise initiatives, and lessons learned when addressing both business and customer needs over the course of 9 months.

This talk is for anyone who is grappling with the challenge of translating customer insights into strategic action. How can we advance the business impact of research?

Transcript

1. Leveraging insights to shape strategic direction at UniSuper Kate Hardgrave, Design Research Lead Finding the sweet spot
3. 1 in 10 Australians have heard of UniSuper
4. $90 billion in funds under management One of Australia’s largest super funds: over 450,000 members Semi-closed to higher education & research sector
9. What capabilities are needed to enable us to grow & scale? 9
10. 10 What problems currently exist? What should our target state be? What do we need to fill the gap? What capabilities are needed to enable us to grow & scale?
11. 11 An enterprise-wide project To provide greater retirement outcomes To be the best value superannuation fund in Australia SUSTAIN Great Value Excellent Service Good Governance IMPROVE Simplification Enhancement One Team BE READY Monitor and Act
17. 17 Designing things right Designing the right things
18. 18 Current State Target State Research Synthesis Ideate Iterate Inform enterprise initiative development Identify problems to solve for Set up
19. How do they fit together? What about the experience of the business?
20. 20 Current-state discovery workshops
21. Shwartz theory of basic human values
22. We arrived at 6 problem spaces
23. PRODUCT CONFIGURATION ENGAGEMENT DATA INFORMED ENGAGEMENT KNOWLEDGE GAPS SINGLE VIEW OF CUSTOMER COLLECTION DATA USE EXPERIENCE CHANNEL OF CHOICE SELF SERVE INCLUSIVE SERVICE WORKFLOW SYSTEMS PROCESS DESIGN & MANAGEMENT BUSINESS AREA ACCOUNTABILITY RESOURCES PRIORITISATION EXTERNAL (COMPLIANCE & 3RD PARTIES) PERFORMANCE & FEATURES CONSUMPTION (INFLOW OF INFORMATION) PRESENTATION (OUTFLOW OF INFORMATION) DISCONNECTION DATA SYNCRONIZSED ENGAGEMENT Problem Spaces COLLABORATION
25. 25 Customer Enablement
26. Desirability Feasibility Viability Customer Enablement Tech
27. Desirability Feasibility (this came later) Viability Customer Enablement Tech
28. Note to self: Eat your own cake! Expand the empathy. Break the silos - collaborate.
29. 29 Current State Target State Research Synthesis Ideate Iterate Inform enterprise initiative development Identify problems to solve for Set up
31. Target Customer Experience Blueprint
32. 32 Bringing it to life through journey maps
33. Where to from here? Problem areas identified Target state experiences co-designed Target CX Blueprint embedded Initiatives & sponsors identified …prioritisation and delivery? 33
34. Thank you www.linkedin.com/in/kate-hardgrave-vic 12katet@gmail.com