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Case study: Changing the customer
focus: a top down approach
Lisa Pogonoski, Chief Customer Officer,
BT Financial Group
2018 ATEM Student Service Centres Conference
Student Service Experience – Anywhere, Anytime 14 June 2018 Adelaide, South Australia
BT Financial Group
1. We have a clear mission:
To help people prepare for their
best financial future. Forever.
2. We offer a range of
financial services products
and solutions to help people
grow and protect their wealth
3. Which our customers can
access in ways that suit them
best
AdviceFull financial plan, specific pieces of advice
InvestmentsSuperannuation, margin lending, broking,
managed funds
InsuranceLife Insurance – disability, trauma, death
cover
General Insurance - house and contents, car
and caravan
High Net Worth Banking & wealth products
• Web• Contact Centre• Wealth Connect• Branch
Direct Indirect
• Financial Advisers• Private Bankers • Accountants• Employer (Corporate Super)
Changing the
customer focus:
a top down
approach
1. Drive from the top
Changing the
customer focus:
a top down
approach
1. Drive from the top
2. Bring the voice of the
customer to life
Changing the
customer focus:
a top down
approach
1. Drive from the top
2. Bring the voice of the
customer to life
3. Shift the way we think
and act
Changing the
customer focus:
a top down
approach
1. Drive from the top
Changing the
customer focus:
a top down
approach
Context for our changeWhy it is important to focus on customer experience now
Westpac Group Vision
BTFG Mission
Helping people prepare for their best financial future. Forever.
To be one of the world’s great service companies, helping our customers, communities and people to prosper and grow
Direct CEO InvolvementBTFG CEO to sponsor the change
Customers
in financial
reporting
Change the
conversation from
numbers to
customers
Seat at the table
– drive the
agenda
Regular Customer
Forums with senior
leadership team
Include the customer in
scorecards
Regular presentations
to top 100 leaders
1. Drive from the top
2. Bring the voice of the
customer to life
Changing the
customer focus:
a top down
approach
Customer
Journey
Maps
Bring customers
real
experiences to life
and show how
they feel
Clear the
Way
Focus on
improving our
processes &
removing pain
points
Taking
Action
Measuring our
customers’
experience with us
Look at
broad
customer
measures
Look at complaints
and other listening
posts
Events - Feedback
LT Customer Calls
Financial Dashboards
Customer Observations
Ad-hoc Research
Banker Insights
Customer Interviews
Complaint Call
Recordings
Listen to Customer calls
Quality of Experience
BT Attitudinal Segments
External Research
VOC Survey
Call Centre Post call
Survey and notes
Service Design Project
Insights
Complaints Reporting
NPS Survey
Customer Dashboards
Customer Stories –
Yammer, Intranet
Customer Stories
Social Media Feedback
Customer
Portal
Make the
customer
information
accessible to
everyone
Share
customer
stories
Share the good,
the bad and the
ugly
Listen to
customers
Make sure
customers are
front and centre in
all decisions
Co-design
with
customers
Include
customers in
the design
process
Example:
Priority
Care
We listening to
customers and
developed a
priority care
team
1. Drive from the top
2. Bring the voice of the
customer to life
3. Shift the way we think
and act
Changing the
customer focus:
a top down
approach
Our Service
Promise
Shared beliefs and
behaviours to deliver
a superior service
experience
Regular
Huddles
Embed service
behaviours
and develop
routines
New Starter
Training
Include the
‘customer’ in all
new starter
training e.g. Field
Days, customer
videos.
Customer
Immersion
Program
Immerse
everyone in the
customers
experience,
first hand
Ongoing
Training
Include the
customer with
interactive role
plays & videos
Customer ForumsEnsure customers are explicitly included in the discussion
Show the
change
journey
Create a visual
display wall
It’s also
about the
employee
Celebrate your
people.
e.g. Humans of
Customer
Relations
Ensure you get the top leadership to own
the journey…
Work with senior stakeholders, don’t do it
to them...
Hold the course!
Lessons learnt
