member fees relative to other funds One of Australia’s largest super funds: over 400,000 members 2.4 million visits to MemberOnline Nearly 40,000 members use our financial advice services $158,000 the average member account balance
another. 1.1 A long and often difficult process of personal change and development. 1.2 Overuse of the word is an integral part of participating in a reality television show.
– changing hearts and minds Numbers & benchmarking. Bringing UniSuper on a CX journey. 25+ CX definition workshops. We started walking the walk, but it was 2 steps forward 1 step back. New business unit, team, leaders and empowerment. Journey mapping and deep qual research. Coming to see ourselves as storytellers. Running walkthroughs. Making some changes, and keeping some things the same. The ripple effects and feeling like a rubber band. Creative ways to get buy in. Market research is the name, tracking is the game. This is pretty exciting, but we don’t know where to start… I had no idea this much craft was involved in CX. Build it and they will come, right? This is exciting! Now we’ve got the ‘how’. We’ve got permission. Wait but there’s no benchmark? It’s nice to see an output, but how is this going to be used by others? Will they want to? Wow, starting at the top has really worked. The stakeholder piece is so much bigger than we expected. Boredom. Challenging to get traction. Suddenly two introverts have become facilitators. This is …awesome …scary …what I wanted …hard …uncomfortable A bit of self doubt. We can’t do all the things! Insights not getting the cut-through or driving the change we would have liked to see. Constrained by current environment. Constant PR. Inadequate craft skills. Not knowing what you don’t know. Trying to do something totally new at UniSuper. Feeling like we were starting new jobs at a new organisation, yet with some familiar faces… Unsure of the value in and appetite for the work we were doing. Bringing stakeholders along the journey with us. Showing the value of qual. Limited hours in the day. Too much repetition isn’t great for sanity (remember, we’re introverts) Continuing the momentum we’ve gathered. Managing our growing backlog. How could we do this better? There has to be another way. Surround ourselves with the right people. Trust. Grow our skills. Connect with others across the business. Share the CX story widely. Uncover deep insights. Show the value of qual. Taking the driver’s seat: help to shape these new boundaries. Start with the tools you know. Just start somewhere. Be the voice of the customer. Help others to walk in the shoes of our customers. Empower our stakeholders to champion for change. Continue to challenge ourselves by finding ways to creatively, efficiently, effectively share insights. O U R A I M S W O R K S H O P F E S T J O H A R I W I N D O W N E W W O R L D O R D E R D E E P E N D T E L L I N G S T O R I E S R E T R O O N W A R D S T H E S T A R T
the game. Boredom. Challenging to get traction. Insights not getting the cut-through or driving the change we would have liked to see. How could we do this better? There has to be another way. T H E S T A R T
S T 25+ CX definition workshops. I had no idea this much craft was involved in CX. Suddenly two introverts have become facilitators. Constant PR. Inadequate craft skills. Grow our skills. Connect with others across the business. Share the CX story widely.
O W We started walking the walk, but it was 2 steps forward 1 step back. Build it and they will come, right? This is exciting! Not knowing what you don’t know. Trying to do something totally new at UniSuper. Uncover deep insights. Show the value of qual.
come.” Well, not quite. • we ‘reimagined retirement’ • and got some great insights • but it was unfinished… • and hard to gather momentum • then we got stuck
D E R New business unit, team, leaders and empowerment. Now we’ve got the ‘how’. We’ve got permission. Feeling like we were starting new jobs at a new organisation, yet with some familiar faces… Taking the driver’s seat: help to shape these new boundaries.
Journey mapping and deep qual research. Wait but there’s no benchmark? This is …awesome …scary …what I wanted …hard …uncomfortable Unsure of the value in and appetite for the work we were doing. Start with the tools you know. Just start somewhere.
R I E S Coming to see ourselves as storytellers. Running walkthroughs. It’s nice to see an output, but how is this going to be used by others? Will they want to? A bit of self doubt. Bringing stakeholders along the journey with us. Showing the value of qual. Be the voice of the customer. Help others to walk in the shoes of our customers.
some things the same. Wow, starting at the top has really worked. We can’t do all the things! Limited hours in the day. Too much repetition isn’t great for sanity (remember, we’re introverts) Empower our stakeholders to champion for change.
research (+ some quant still) Emailing reports, running ad hoc presentations Storytelling with small groups, audio quotes, videos, workshops Underestimating internal appetite Open door for stakeholders at all levels
never create goals that seek to justify a position or reinforce a perspective. The process should aim to uncover what people really want and how they are, not whether an opinion (whether yours or a stakeholder’s) is correct. - Mike Kuniavksy
and feeling like a rubber band. Creative ways to get buy in. The stakeholder piece is so much bigger than we expected. Continuing the momentum we’ve gathered. Managing our growing backlog. Continue to challenge ourselves by finding ways to creatively, effectively share insights.
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