Conway's Law "Any organization that designs a system will inevitably produce a design whose structure is a copy of the organization's communication structure." Integrity Reliable Fulfillment Reliable Delivery Reliable Support Value Trust Customer Relationship Innovation Differentiation Brand Personality Core Driving Idea Efficient Use of
Time Ease of Doing Business
Ease of Interactions
Customer
Contact
Centre Branches Stores Digital
Channels Social
Media Marketing
Customer-Centric
Apply Customer Engagement Model Thinking
Customer-centric engagement creates customer loyalty
Ease of Seeking Advice
Ease of Making Decisions
Customer-Centric Approach to Innovation
Align customer and business strategy with smart investments
Embrace Technology
•
Not because we’re obsessed with technology
•
But because we’re is obsessed with customers
Roadmap / Vision Customer-Centric1
Smart Investments
•
Don't invest in whatever technology is currently
in vogue
•
Make smart investments that
• Solve customer problems • Incorporate customer ideas and feedback Customer-Centric Business Strategy2
Engage customers and Employees with a Simple and Consistent Message•
Helps employees make customer-centric
decisions
•
Helps communicates the company’s values
simply to customer
Customer-Centric Technology3
Align Business and IT Strategies
•
e.g. partnered with Cisco and Moven
•
The partnership aligned its business strategy of
providing low-cost insurance services with the
enabling potential of technology
Customer-Centric Technology Business Strategy Roadmap / Vision
4
Customer-Centric InnovationStrategy Execution
•
Business strategy determines
organizational design, IT investments,
and IT infrastructure
Technology Business Strategy Customer-Centric5
Technology Transformation
•
The business strategy leads the
organization to explore innovative
technology
Technology Business Strategy Customer-Centric6
Customer-Centric Approach to Innovation
Reliably R&D funding meets culture in the Contact Centre Innovation Labs
Source: USAA: A study in pervasive innovation, Imaginaik Blog, 2015
Build a Culture of Innovation
Approach innovation in five ways with R&D and
employee engagement at the centre.
Open Culture An open employee engagement program. All Ideas Are Given a Chance Innovations often run contrary to the business leadership’s desires are also given a chance. Continuous Innovation Continuous incremental innovation. Revolutionary Thinking Innovative ideas may have a higher risk of failure and not necessarily ROI-based. Fail Fast, Fail Cheaply Ideas are vetted with an attitude of “fail fast, fail cheaply.”Create a Contact Centre Innovation Lab
Tryout the wild ideas that may or may not get
them closer to the end-game of delivering the
ultimate in customer service.
The lab teams are tasked with embracing emerging
technologies for “revolutionary development”
Internal Competitions
For example, run an internal coding competition
several times a year to spark cross-team
innovation.
A prototype robot with Skype-equipped communication. A telescoping pole with a camera on the end allows adjustors a peek at your roof without ever leaving the ground A app scans that your driver’s license bar code to get your information and begin an application for a chequing account. An iPad app to re-create the scene of an accident using cars they animate and create a voice-over5
Embrace the future, welcome disruption, and think like FinTech
Extend your innovation planning to over 5 years into the future and track trends closely
Sources: The Branch Evolution Continues, ABA Bank Marketing and Sales (September 2015) | How Canadians Bank, Canadian Bankers Association Study, 2015 | Bricks, mortar & beyond, Globe and Mail, Report on Business, 2015, Light Branches Maintain for sales Full-Service, Hubs Maintain for advanced banking Flagships Show innovate and attract customers Cash-Less, Kiosks Maintain for service Conversion: 50% Sales: 100% Service: 0% Conversion: 30% Sales: 25% Service: 75% Conversion: 15% Sales: 50% Service: 50% Conversion: 5% Sales: 25% Service: 75% IBM Watson Engagement Advisor BlockChain Text to Speech eSignatures Virtual Assistant Biometrics Apple Pay
6
Senior Leadership support and secure protected innovation funding
Create a continuous innovation roadmap and fund it consistently
All Horizons Run in Parallel
Horizon 1 Horizon 2 Horizon 3
Time Frame Short-Term Mid-Term Long-Term
Scope Core Business Growth Business Future Business
Innovation
Model Incremental Innovation Adjacent Innovation Radical Innovation Strategic Focus Exploit and optimizeexisting business. Expand existing and build new business. Explore options, placesmall bets..
Metrics Net Present ValueROI Real Option Value Real Option Value People Maintainers Builders, Intrapreneurs Explorers, MavericksChampions, Capabilities Full assembled To be acquired or developed Requirements uncertain
S-Curves of Business Life 1. Investment and very little progress 2. Accelerated Growth 3. Revenue and Profit Growth slows and declines 1 2 3 Require s more Senior Management and CEO attention. Requires leadership support to remain active. The future of the Bank. Defend innovation funding. Requires more investment. Typically 99% of the investment goes into supporting the core business. Cash flow is absorbed in this Horizon which starving Horizon 2 and 3.
Sources: Three Horizon Framework, McKenzie and Company
From dispersed chaos to organized themes through organizational alignment across silos. Move some to Horizon 2 and make then commercially viable. Never let them die by keeping efforts dispersed. Pr ofi t Time Extend and Defend
Core Businesses Build Emerging Businesses Create Viable Options
Cluster 1 2 3 Horizon 1 Horizon 2 Horizon 3
7
Embrace the future with Continuous Incremental Innovation
Secure innovation funding for incremental mini-transformations
Advantages • Achieve goals and results faster • Test and learn in small increments • Reduce risk by failing fast before significant investment of time or money • Move from funding large projects to funding a program of incremental innovations (less business case risk) • Maintain a team over a longer period of time to continuous deliver innovation • Eliminates expensive project ramp up and keep expertise for a more responsive team • Customer perceptions change – view organization as innovative which attracts and retains customers Months Do the Same Occasional Improvement Sp ee d Im p ro ve m en t an d In n o va ti o n Va lu e, Im p ac ts , a n d R et u rn s
$
$
$
✓
✓
✓
$
Re so urc es Time 1 2 3 Launch Idea Generation Voice of the Customer Technology Assessment Business Case Regulatory Strategy Prototype Development Value in Use Analysis Distribution Analysis Customer Testing Risk Analysis Roadmap / TimelineHome Stretch
Quadrant 4
Discovery
Quadrant 1Quadrant 2
Assessment
Quadrant 3Scoping
Advantages Allocation of time and resources starts at low levels. Allocation of time and resources increase as the iteration levels go up and the uncertainty is reduced. This approach minimizes risk. Ensures radical and disruptive innovation projects have a chance to prove their benefits.8
Create a Customer-Centric Contact Centre of the Future Vision (2020)
Apply Customer-Centric Design Thinking and Lean UX
Uncertainty Patterns Insights Clarity Focus
9
Fail Fast. Fail Often, Fail Cheaply
Test and learn, select, and iterate fast, managing risk carefully
Organized Themes Pr of it Time Extend and Defend Core Businesses Create Viable Options Build Emerging Businesses Cluster yes no no
$
reinvest select Bu ild Te st Le ar n De sig nInformal User Testing Formal Lab Testing Formal Research Study Customer-Centric User Experience Alignment
Re so ur ce s Time 1 2 3 Launch Invest Wisely
Opportunities
(1) Apply Agile prioritization techniques (2) Fund Continuous Innovation Delivery (3) Embrace Agile over Waterfall (4) Culture shift to a FinTech mentality (5) Rethink ongoing legacy system enhancements, move to optimize and reduce and replaceNew Ideas
EXPLORE
EXPERIMENT
Revise
Hypothesis
Hypothesis
Brainstorm
Concepts
Prioritize
Insight
Research
Observe
Clear Need
PAIN POINT
RESOLVE
CO
NCE
P
T
DI
RE
CT
IO
N
What Applies Today
(1) Emerging Technology (2) Innovation Labs (3) Agile Rapid Delivery (4) DCX applies Lean UX (5) Digital Channels moving the organization to Design Thinking (6) Partnering with FinTech startupsDESIGN THINKING LEAN UX AGILE
C U S T O M E R E X P E R I E N C E
Execute your Continuous Innovation Roadmap
Combine Design Thinking, Lean UX, and Rapid Delivery Agile processes
c
Agile Rapid Delivery Continuous Innovation Delivery
1. Focus
2. Explore
3. Select
4. Design
1. Intake
2. Envisioning
3. Elaboration
Re fin e5. Action
5. Transition
6. Assess
4. Execution
7. Create
6. Closing
Results Actions Select8. Refocus
Apply Continuous Innovation within the Agile Framework
Align innovation and product delivery
Step 1 Focus • Focus on the end results that we want and develop outcome-based goals. Step 2 Explore • Find ways to achieve the goals that were set in the Focus Phase. Step 3 Select • Select the best options from the ones identified in Explore Phase. • Put aside options that are not a high priority. Step 4 Design • Design the action that need to be take to successfully implement the options chosen in Select Phase. Step 5 Action • Implement the action you designed in step 4 and tracking performance. Step 6 Assess • Asses the results achieved in the Action Phase with the results that were predicted in the Select Phase. Step 7 Create • Understand the learnings from steps 1 to 6. • Identify opportunities where more improvements may be possible. Step 8 Refocus • Turn one or two of the ideas into further improvement developed in the Create Phase..
DESIGN THINKING LEAN UX AGILE
C U S T O M E R E X P E R I E N C E EXPERIMENT Revise Hypothesis Brainstorm Concepts Prioritize Insight Research Observe Clear Need New Ideas EXPLORE Hypothesis Handoff Continuous Innovation steps align with Agile Rapid Delivery phases. Continuous Innovation Delivery: • Incorporates Design Thinking • Incorporates Lean UX • Directly connects to Agile