I managed and improved the Customer Maturity Model for IAG Challenger across Coles Insurance, SGIO and SGIC brands.
Business problem
Business objective to understand customers and their world, customer behaviours and needs
Improve NPS by 10 points for Coles Insurance brand
What I did
Attended Human Centred Design boot-camp to understand principles and strategies for conducting customer interviews.
Developed a customer maturity roadmap with external partners (Coles Insurance) to understand customers’ needs and measure their expectations.
Managed a team to strategise, plan, coach interviewers and conduct in-home customer interviews, with outputs recorded and trends reported to the wider business with actionable outcomes and recommendations.
Managed a team to conduct on-site customer focus groups to uncover attitudes towards Acquisition, Retention/Loyalty and Sponsorship for SGIO brand.
Coached and mentored staff on Human Centred Design principles within IAG Satellite.
Key focus areas
Strategic direction and commitment
Culture and management
Enabling delivery
Understanding customers and their worlds
Experience design and development
Delivery quality and assurance
Outcomes
Over 80 in-home customer interviews conducted for three brands, across VIC, NSW, SA, WA.
Conducted 3 focus groups with over 28 actionable insights for operations and marketing.
NPS for Coles Insurance improved from overall NPS 8 in 2016 to NPS 24 by 2017, due to many managed customer experience and process improvements, initiated by my team’s insights and analytics
NPS for SGIO/SGIC dropped, however through my team’s reporting and analytics, I was able to demonstrate this was cause directly by offshoring
Over 18 months, conducted 9 workshops to prototype new solutions and experiences improve key customer irritants by using Human Centred Design