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

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. N e ha hi i a edi ed a c i f a li e e e a d he ef e ma c ai e . Thi a c i i he j i e f Ca i LIVE a d he a h i ed a e ible f a me a d ma be c ied ed b a he a i h a h i a i . www captionslive com au | captionslive outlook com | UX A a a D R a c Da 1 W d da , 17 Ma c 2021 Ca i ed b : Hila Cadd
2. N e ha hi i a edi ed a c i f a li e e e a d he ef e ma c ai e . Thi a c i i he j i e f Ca i LIVE a d he a h i ed a e ible f a me a d ma be c ied ed b a he a i h a h i a i . Page 37 KATE HARDGRAVE: Hell S e e. STEVE BATY: Y ' e deli e i g a 2 f he alk ha i d ced ea ag . KATE HARDGRAVE: Ye . STEVE BATY: Fa ci a ed fi d h hi g ha e bee g i g i ce e e ed i 2019. S I ill ha d e aigh . Tha k f j i i g . A d ake i a a . KATE HARDGRAVE: G ea . Tha k . Tha k e e b d f j i i g . A S e e e i ed a e i Ka e Ha dg a e a d I a he de ig e ea ch lead a U iS e i c e e e ie ce a d digi al ea a d hi i g I'll be ha i g i h a ab e e ie ce i leadi g a a ic la ea f k, he c e ea i a eall big a egic jec ha ha e ed a U iS e ha a eall all ab fig i g ha h ld he f e f i e be. I'll ha e i h ha e ell, ha did ' g ell a d ha I h ed I'd d e diffe e l . I' h i g hi alk i al able f a f h de ab h e e e ea ch i igh eall g ide a egic di ec i i hi a ga i a i , b bef e I j i he , I' eall a a e f he fac ha a a e e f U iS e i elf i ac all e l . S le e fi i d ce lace f k a d he c e bef e e di e i he . S I k i he A alia e a a i ec , a d ha i a e ha ' icall e c le . I ' eall highl eg la ed. A d e
3. N e ha hi i a edi ed a c i f a li e e e a d he ef e ma c ai e . Thi a c i i he j i e f Ca i LIVE a d he a h i ed a e ible f a me a d ma be c ied ed b a he a i h a h i a i . Page 38 e d ee a l f c e di e gage e a d a a h . S ha ha ea i ha a l f e f d a e i g diffe e ia e ba ed e ice a d c e e e ie ce. U iS e i e f he la ge f d i ha ec , e ha e ab $90 billi i f d de a age e a d j de half a illi e be . O e f he ea h a a e e i l i e' e ac all a a iall cl ed. If k i he highe ed ca i ca j i b e' e al e fa il e be . O e he la h ee f ea , e' e bee ki g ha d a d d i e ce e ce ic cha ge, i g e ea ch a d i igh a d hif i d e , e e e e gi ee ce e a d eall c e a he hea f ha e' e i g d . We' e ig a ed a a f h e e adi i al a ke e ea ch a i a i e ech i e a d e' e i g a eal ble d f e h d , a i a d ali , hi ha i l ed a e a f akeh lde e gage e e h e ea . O e f he bigge l e e a a j e a i g g a a d e ha ed fi di g a d la ed e h d ed f e le f all e he ga i a i i cl di g igh b a d di ec le el, eall i g b i g ha e a h life. A d a S e e ha all ded , if hi i a i g d a bi fa ilia i ' beca e I' e e e ed a e f hi bef e. S i 2019 I c e e ed j e a i g j e a de ig e ea ch, al g ide c lleag e Leah McKe ie a d e ke ab i g e ea ch a d i igh hif i e al i d e a d eall e bed CX. A he i e I e e be a i g hi a j he begi i g a d i eall a beca e alk da i ab cha e 2. I ' he ha ha e ed he ha g d ell e l i elf leadi g a all ea f e e ie ced de ig e a d ac all ha i g a le la i hi a ga i a i . Beca e a he i e f deli e i g ha j e k, U iS e a i c ea i gl fi di g i elf faci g i a challe ge. We had bee e a i g f a i i f e g h f i e e i e. We ha e
4. N e ha hi i a edi ed a c i f a li e e e a d he ef e ma c ai e . Thi a c i i he j i e f Ca i LIVE a d he a h i ed a e ible f a me a d ma be c ied ed b a he a i h a h i a i . Page 39 g ea e , l fee , g d c e a i fac i c e . I d ec g i e h gh a a d , a d a e ead i c e f e e be ha k a e hi i h he i e i ec . B ha U iS e a i c ea i gl eali i g i ha he e a a l f cha ge c i g he h i he e a hi eed fig e h e c ld kee e a i g f a i i f e g h e e a e e hi g a cha gi g. S a jec a e add e ha e i , e e iall de a d ha ld e eed d , ha ca abili ie ld e eed ge ha lace he e e c ld kee g i g a d cali g, e e a e e hi g cha ge . S i h he e ea che ' ha , e hi ea eall dee l de a di g he c e a e, ha ble c e l e i ha e eed l e f , he de a di g he e d e a ge , ha d e he f e a e l k like a d he h e ge f c e f e, ha hi g e igh d b idge he ga . U iS e ' e a chi g e i ide g ea e e i e e c e a d a he i e e had h ee illa ha ladde ed ha e. Thi jec a e fi l i hi he i e e illa . I a h ge, i ched all c e d c h gh he e i e c e life c cle a d all e a i al ea a U iS e . A d af e all h e ea a d all ha k, e had ch i f a i ab ha c e g h gh, ha ' he c e a e f he c e e e ie ce. We had a eall e abli hed e e ce a d i e a bi f c edibili , i cl di g igh b a d di ec le el. Wha ha ea i ha e e e eall e fec l laced e i ha lace f ce ai a d hel de i e U iS e i h ackle ha e e i . While he ga i a i a ' i e e, e c ld begi a d e e e gea ed - e e e ed ha ei d c f able feeli g ha c e i h ce ai b e a ed i he a a d cie ce f de ig a d he ea ha I a leadi g, he c e ea a
5. N e ha hi i a edi ed a c i f a li e e e a d he ef e ma c ai e . Thi a c i i he j i e f Ca i LIVE a d he a h i ed a e ible f a me a d ma be c ied ed b a he a i h a h i a i . Page 40 he fi e kick ff i he jec . B a i f e he ca e i la ge ga i a i , e did ha e a e i d f a c le f eek he e e e e ai i g f he fficial g ee ligh f he jec ge g i g, e ied e ha i e a effec i el a e c ld. O e f he hi g ha e did i e e a ic la e e c e e e ie ce i ci le ha e c ld h ld el e acc able f he d a i f he jec hich e ded bei g ab i e h . Thi a eall ab he fi di g , ha ' he de i ed c e f he c e ' e ec i e, ha ' he flag he hill f el e . We ed e i i g c e e e ie ce i ci le a U iS e a d e i e a ed a d efi ed he i he a egic a d f e f c f hi jec . A d ha e d i h e e 11 c e e e ie ce i ci le ha e e e g i g ha g ha f hi e i d f k. A he i e, e defi i el did ' eali e h al able he e i ci le ld be h gh he jec . Reall , e did i beca e e had he l f a c le f eek , l e k e ha U iS e a a ga i a i e d be a l e c f able i h e ic a d c e, hi a a d ha . B he e e e ef l h gh all age f he jec . Whe he fi di g ha a ai i a , he a ic la i g h e i i i ed he a e did, a d he e g ha lace idea i g ha he f e a e h ld l k like. Thi i a ke f i i a i I ld lea agai b e i e i all e i e. The ec d a a aki g h e 11 i ci le a d ladde i g he h ee e a chi g i ce. He e e e e i g ... l he eed f he b i e f beca e e had a h ch ha a d e igh a la a bi i hi jec b h ee i ci le i a bi ea ie f akeh lde la ch . F he e he jec fficiall kicked ff a d dde l e e e ' j i g, e e e i i g head- i a
6. N e ha hi i a edi ed a c i f a li e e e a d he ef e ma c ai e . Thi a c i i he j i e f Ca i LIVE a d he a h i ed a e ible f a me a d ma be c ied ed b a he a i h a h i a i . Page 41 e a f k i h e igh i e f a e . We l ked k i h f ie d , he d ble dia d. The fi a a dee l de a di g he c e a e f la a d ha ble a e e i g l e f , a d he ec d a a fig i g ha h ld he f e f c e e e ie ce f U iS e be a d ld he ga i a i eed d ge ha lace, a d ea i gl , e had a e a f k ha c ld gi e a eall g d head a , b he e a had e e i li i a i he ha e did ' ec g i e a he i e f c ea i g he . O e i ha e had c ide ed he j e i il , e e i h a e e i e ide ie i h a f ll e be life c cle ie . A d he ec d i he did ' a ic la e he c e di g j e f U iS e a each age i he j e . A e ai i , e e he e e e i h f f c . T add e hi e a e ea ch a d di c e i h i e al akeh lde , ga i ed k h fill i ha b i e la e , i e a i g e i i g a e ial , efi i g a i g a ach i he jec . E e iall ha e e e d i g he e a a i g he j e f he b i e al g ide c e a d efi i g j e a . Whe hi k ha U iS e ha ab 900 1,000 i e al e l ee a d e al ha e a l f i -h e f c i , ad i i a i , e be e ice , ad ice, i e e , he hee ag i de f c di a i ha e i he e k h i ki d f c a hi k ab , b he e e eall c i ical b h f a akeh lde b i e ec i e b al i e f e i g e had a h le f ga i a i a d h li ic e ec i e da a. We ga i ed he k h acc di g ke e i he c e j e a d ai ai ha c e ce ici de i e d i g he e ea ch e l ee a he a e i e. A d hi i e I a ed eali e ha li le ea f fi e i he
7. N e ha hi i a edi ed a c i f a li e e e a d he ef e ma c ai e . Thi a c i i he j i e f Ca i LIVE a d he a h i ed a e ible f a me a d ma be c ied ed b a he a i h a h i a i . Page 42 c e ea a a i g feel a li le di j i ed. I i cl ded elf a he e ea che , e i e e ie ced de ig e , a jec a age a d a e e i e a chi ec . We had e diffe e a ache , diffe e a f hi ki g ab ai i , diffe e a f a achi g de ig a a di c e . A a e ea che , I a ed be e de a d he e le I a ki g i h. We e e ck ge he i a all da e e da i h a ch ga a d e gh f e h ai . C llab a i a g i g be effec i e if e c ld be e de a d each he a d each he ' e ec i e . We ed he Sch a he f ba ic h a al e hich e e iall a e he e' hi e f al e ha a e likel be i e al. We each e a a a d highligh ed al e a d c e back a d ha ed i a a g . S dde l hi g a ed ake a l e e e. O e f ea e be h had bee g a li g i h e f he al a d e hical challe ge a cia ed i h a l h a ce ed de ig ed a b i e had a l f hei al e i i e ali . A he ea e be h i e ce i all e a he ic had a l f hei al e i be e le ce. S dde l e c ld be a l e delibe a e, a d di i i g a k de e di g each he ' a al i cli a i . Thi a a eall al able ea b ildi g e e ci e d i g he jec . Th gh all f ha di c e e e h gh a , a d f he i a d a i ed a i c e ble ace f U iS e l e. We e e eall a a e f he i k ha h e ble ace ld be c ide ed a d l e f i il a ha e bee he ca e a U iS e e b il a f ca e a d effec hel he b i e e e be he ble ace , de a d h he i e ac a d eali e ha e c ld ' l e f e a ea j i i la i . A d e b ild a a a i e ab he c e a e f U iS e eall c ea e ha la f f cha ge. S a c de bia ca be diffic l e c e i a jec a ide eachi g a hi e a , e ied deal i h hi b elli g
8. N e ha hi i a edi ed a c i f a li e e e a d he ef e ma c ai e . Thi a c i i he j i e f Ca i LIVE a d he a h i ed a e ible f a me a d ma be c ied ed b a he a i h a h i a i . Page 43 h gh de ailed a d e able a ecd e a d e ha c ld li k he ble ace ge he . A d e h ca ed hi ac he h le ga i a i , i cl di g igh b a d di ec le el. A ca ee f he h , e ke h ca e a e ial eall a . I a delibe a el a li hed e beca e e a ed h ha hi a a c llab a i e eff , i a e l i g a d i a ' e i e, e c ld cha ge he a a i e. The i i g i ca e f he e beca e CEO i a ed hi elf bec e he f he jec . Wha hi ea a e e e dde l a l e e e ed kee hi g f a d d i i g f cha ge, b e e e al de a h ge ligh i h a l e e e d a eall g d j b i a h ace f i e. Wi h hi ca e a e a i f he jec i cl de a ec d ea called he e able e ea a d hi a f c ed f c i like fi a ce, a d h a e ce . Of c e, hi ea ha de i able a d iabili e e a i g la e a d e. A d ha e eali ed e ickl i ha a ache e e e diffe e . S a a c e ea e e e e ga ic i hi ki g, e ed i e a i a d ha i g a edefi ed . The e able e ea he he ha d e e ch e c ed i hei hi ki g a d ed i g f a e k a d edefi ed c i e ia g ide hei ce . Wha hi ea i ha c llab a i i ac all e ick . If I c ld g back i i e I i h ha I had ac i e h gh ide he il f c e ea e, beca e h e f l ld i ha e bee be e de d each he a d he e ec i e a d a ache f he begi i g a d ac all be able le e age each he ' e g h . Whe I eflec he e b i e i ci le , e c ea ed he el e a d I i h ha e had c -de ig ed he . I ld ha e d i e alig e a d ade c llab a i a l ea ie . I a ca e a a c e
9. N e ha hi i a edi ed a c i f a li e e e a d he ef e ma c ai e . Thi a c i i he j i e f Ca i LIVE a d he a h i ed a e ible f a me a d ma be c ied ed b a he a i h a h i a i . Page 44 ea a hi i e had he ble e e e i g l e f a d ead e i fig i g ha he c e e e ie ce h ld l k like. S e a idea i i h akeh lde f all e he b i e , fi l g i g ide a d c i g i h l f idea a d l i , g ad all efi i g a d alida i g he . We had a be f g ea e a d idea e c ld ca f a d. A hi i e e e ab a h ahead f he e able e ea . I hi d igh I i h e had d e c de ig ge he . I ld ha e e l ed i a l le c f i akeh lde . I' al a a e he he ea did c e ge he e l e f he e e ce al g he a . I h ld al e i he e e e i g he idea i e e e l ck e gh be d i g i bef e l ckd . I k c de ig a a l ha de f he e able e ea beca e he had hi i all . We efi ed e a d c ea ed a a efac ha c ld be eadil ed b U iS e decide i deci i - aki g he i ca e i le e i g i i ia i e ge ha a ge ace. We called i he a ge c e e e ie ce bl e i . F each f i i a ic la e he c e ' bjec i e efe e ce I di ea lie , bjec i e , ha a e he e e ie ce e i e e , hich ea he U iS e a e i l ed, ha a e c e e e ie ce i ci le ea ha ld he b i e eed d ge ha ace. A d hi i ac all a a efac ha I' eall d f a d he ea f ha i e ha e bee e beddi g i i jec deli e ac U iS e . Wha hi ea i i gi e ea , he c e e e ie ce ea a i be a a e f cha ge , be called f i igh a d ac all i fl e ce cha ge bef e i ' al ead bee deli e ed a d e fi d af e he fac . S i gi e g ea e e i i ac all be ac i e a d gge jec a d idea , a d e ea ch i j a alida i e . N , e' e a f he di c e ha e.
10. N e ha hi i a edi ed a c i f a li e e e a d he ef e ma c ai e . Thi a c i i he j i e f Ca i LIVE a d he a h i ed a e ible f a me a d ma be c ied ed b a he a i h a h i a i . Page 45 We al a ed ha bl e i i e a le j e a . S hi i like a ed ie ha all e le c ec i h he di ec i e' e headi g i bef e he ha e di e i he de ail f ha a i e bl e i . He e e' e i g d i e alig e f he b i e . If I hi k back e e e hi g ha e did, I' eall d f h ch e achie ed i ha e i d f i e, b h f g i g f ble a e fig i g ha he f e h ld l k like c -de ig i g i i ia i e al g ide he e able e ea a d he ha i g h e i i ia i e ac all delega ed . S he ' e ac all c e l g i g h gh a ce f i i i a i f deli e a d hi i g i g be e hi g ha ake a be f ea f U iS e . I ' e ch h e ha e ca kee ai ai i g c e ce ici a d alig e h gh he e fe ea . Of c e, fea i hi i a l f cha ge f e ga i a i deal i h, e eciall a he a ke lace kee cha gi g b i a big i lie i I' eall e ci ed ee he e U iS e ge i he e fe ea . A I aid a he begi i g, hi a j cha e 2. We defi i el did ' d e e hi g igh hi i e a d I k he e a e a l e lea i g e e ie ce c e. S l k, ha k f li e i g. I' ha e ible a e i a d lea e feel f ee each . I' al a ha ha e a e d e ea ch cha . Tha k . STEVE BATY: Tha k e ch, Ka e. I ' g ea ee h fa ' e bee able ake hi g a U iS e . I ea , i ' a de f l ga i a i l ki g af e e i e e a i g f a l f e le, i ' g ea ee ha he k ha ' e d i g he e. Tha k . KATE HARDGRAVE: Tha k . Tha k S e e.