UX STRAT USA 2018 presentation slides by Heidi Munc of Nationwide: "Strategy for Driving Customer-Centric Experience Design at Nationwide"

1. Driving
customer-centric
strategy & design
Heidi Munc – AVP of UX at Nationwide @heidimunc

3. BUT A COMPLEX SERVICE DELIVERY
ECOSYSTEM CAN GET IN THE WAY
Direct
Intermediary
Online
Call Center
Agent / Advisor
(Personal Relationship)
Company
(I’m an employee of)
Firm
(I’m a client of)
Nationwide Assets
ProductsPeopleTech PlacesProcessesProps
PeopleTech PlacesProcessesProps
Partner Assets

4. How might we get our business
partners to make customer-centric
decisions more frequently?
We wondered…

5. 26% 23% 23% 16% 12%
n = 249 business partner decisions.
Source: CEB 2017 Customer Experience Business Partner Decision Making Survey.
Personal
Concern for
Customer
Formalized
CX Norms
and Processes
Functional
Goal Relevance
Financial
Impact of
Decision
Decision
Certainty
What Is in the Best Interest of Me and My Team = 74%What Is in the Best
Interest of the
Customer = 26%
Belief in the
importance
of customer
experience
Degree to which
the decision
aligned with
function/team’s
existing goals
and priorities
Availability of
data regarding
the decision’s
financial impact
on function/
team
Degree of
comfort with
the decision’s
outcome and
impact for my
function/team
Existence of
CX processes
and support for
function/team
to facilitate
cross-functional
decisions
© 2017 CEB. All rights reserved. CXLC171017
THE WINNING COMBINATION

6. 26% 23% 23% 16% 12%
n = 249 business partner decisions.
Source: CEB 2017 Customer Experience Business Partner Decision Making Survey.
Personal
Concern for
Customer
Formalized
CX Norms
and Processes
Functional
Goal Relevance
Financial
Impact of
Decision
Decision
Certainty
What Is in the Best Interest of Me and My Team = 74%What Is in the Best
Interest of the
Customer = 26%
Belief in the
importance
of customer
experience
Degree to which
the decision
aligned with
function/team’s
existing goals
and priorities
Availability of
data regarding
the decision’s
financial impact
on function/
team
Degree of
comfort with
the decision’s
outcome and
impact for my
function/team
Existence of
CX processes
and support for
function/team
to facilitate
cross-functional
decisions
© 2017 CEB. All rights reserved. CXLC171017
THE WINNING COMBINATION

7. 26% 23% 23% 16% 12%
n = 249 business partner decisions.
Source: CEB 2017 Customer Experience Business Partner Decision Making Survey.
Personal
Concern for
Customer
Formalized
CX Norms
and Processes
Functional
Goal Relevance
Financial
Impact of
Decision
Decision
Certainty
What Is in the Best Interest of Me and My Team = 74%What Is in the Best
Interest of the
Customer = 26%
Belief in the
importance
of customer
experience
Degree to which
the decision
aligned with
function/team’s
existing goals
and priorities
Availability of
data regarding
the decision’s
financial impact
on function/
team
Degree of
comfort with
the decision’s
outcome and
impact for my
function/team
Existence of
CX processes
and support for
function/team
to facilitate
cross-functional
decisions
© 2017 CEB. All rights reserved. CXLC171017
THE WINNING COMBINATION

8. Create a framework that would
easily allow for customer-centric
decision making
Our Proposal

9. Consistent actions
and behaviors
Changing how we think, act and
operate, every day
Shared decision-making and
collaboration
Changing how we work to make
decisions and prioritize spending
THE COMPONENTS OF THE FRAMEWORK
Design Principles
A prioritized set of guidelines for
decision-making. To be used by every
associate and partner, every day.
Moments that Matter
A shared view of what our customers
experience, from their perspective. Focusing
on their emotions, thoughts and actions.

10. KEEPING THE CUSTOMER AT THE CENTER OF
ALL WE DO
Design Principles
Moments that Matter
Direct
Intermediary
Online
Call Center
Agent / Advisor
(Personal Relationship)
Company
(I’m an employee of)
Firm
(I’m a client of)
Nationwide Assets
ProductsPeopleTech PlacesProcessesProps
PeopleTech PlacesProcessesProps
Partner Assets

11. People ProductsTechnology PlacesProcessesProps
© 2018, Nationwide Mutual Insurance Company and Affiliated Companies
PRINCIPLES ARE INTENTED TO BE APPLIED
BROADLY AND USED BY ALL

12. FUNDAMENTAL
EMOTIONALENGAGEMENT
Achieve
Goals
Organizations that optimize
this emotional connection
outperform competitors by
26% in gross margin and
85% in sales growth
- Gallup
Minimize Effort
Build Trust
PRINCIPLES MOVE FROM FOUNDATIONAL
TO ASPIRATIONAL

13. “This is a small
moment. I just
expect it to work.“
“This is a big moment.
I need you more than ever.“
MOMENTS THAT MATTER ILLUMINATE THE
MOST IMPORTANT AREAS OF FOCUS

14. Situations
trigger a moment
Context
frames what customers
need and expect
Tasks
help customers get to their
intended outcome
THE MAKINGS OF A MOMENT

15. 1. Design and launch framework
2. Engage and empower associates at all levels
3. Create support for ongoing change
One Nationwide Experience
Project goals

16. 1. Design and launch framework
2.Engage and empower associates
3.Create support for ongoing change

17. CHOOSING THE TEAM

18. discovery workshop
with 30 leaders
online survey with
1000 customers
25 past experience
research reports
45 SME’s
interviewed
280 internal
documents reviewed
research with
117 customers
42 associates
surveyed
GATHERING INPUT

19. • Their perspectives on customer experience
• How they view their customers
• The ways they deliver a positive customer experience
We asked intermediaries to describe:
• How relevant customer experience efforts were to their
day-to-day role
• The ways they deliver a positive customer experience
We asked internal associates to describe:
BUSINESS INPUT

20. • What caused the interaction
• What they were trying to do
• How they felt before, during and after
• What could have made it better
• How it impacted their relationship with that company
We asked customers to describe:
CUSTOMER INPUT

21. SYNTHESIZING INPUT INTO THEMES

22. CREATING DRAFT ACTION STATEMENTS

23. 23
THE POWER OF CO-CREATION WORKSHOPS

24. WORKSHOP
ACTIVITY DESIGN PRINCIPLES
Consistent actions
and behaviors
Changing how we think, act and
operate, every day
Design Principles
A prioritized set of guidelines for
decision-making. To be used by every
associate and partner, every day.

25. WORKSHOP
ACTIVITY STRUCTURING PRINCIPLES
PRINCIPLE
Action statement
• Behaviors
• Behaviors
• Behaviors
Action statement
• Behaviors
• Behaviors
• Behaviors
Action statement
• Behaviors
• Behaviors
1 PRINCIPLE
Action statement
• Behaviors
• Behaviors
• Behaviors
Action statement
• Behaviors
• Behaviors
• Behaviors
Action statement
• Behaviors
• Behaviors
2 PRINCIPLE
Action statement
• Behaviors
• Behaviors
• Behaviors
Action statement
• Behaviors
• Behaviors
• Behaviors
Action statement
• Behaviors
• Behaviors
3

26. I show appreciation and
Respect toward others
I deliver customized
experiences
I am open and honest
with customers
I produce results fast
I follow through on
everything I do
I provide up-to-date
accurate information
WORKSHOP
ACTIVITY GROUP THE ACTION STATEMENTS

27. I produce results fast
I follow through on
everything I do
I provide up-to-date
accurate information
I am open friendly
and polite
Add a definition
That sums up what
The combination of
Action statements
Means as a principle.
Give each principle
A title to describe the
definition in one word.
WORKSHOP
ACTIVITY DEVELOP EXPERIENCE PRINCIPLES

28. Using the numbered
stickers, apply
priority to each of
the principles your
team developed.
WORKSHOP
ACTIVITY RANK IN ORDER OF PRIORITY

29. Which principles act as a baseline for delivering
customer experience?
Which principles differentiate Nationwide
within the industry?
Which principles best deliver our value
proposition, brand equities and brand character
traits?
WORKSHOP
ACTIVITY STRUCTURING PRINCIPLES

30. WORKSHOP
ACTIVITY MOMENTS THAT MATTER
Shared decision-making and
collaboration
Changing how we work to make
decisions and prioritize spending
Moments that Matter
A shared view of what our customers
experience, from their perspective. Focusing
on their emotions, thoughts and actions.

31. I need to
GET HELP
moments
I need to
LEARN &
PLAN
moments
I need to
ACQUIRE
something
moments
I need to
MONITOR
& REVIEW
moments
I need to
USE
what I have
moments
I need to
MAINTAIN
& ADJUST
what I have
moments
I need to
SHARE
my thoughts
moments
WORKSHOP
ACTIVITY UNDERSTAND MOMENTS THAT MATTER

32. activity or task
business unit or LOB
activity or task
business unit or LOB
Make a payment
business unit or LOB
I need to
GET HELP
moments
I need to
LEARN &
PLAN
moments
I need to
ACQUIRE
something new
moments
I need to
MONITOR
& REVIEW
moments
I need to
USE
what I have
moments
I need to
MAINTAIN
& ADJUST
moments
I need to
SHARE
my thoughts
moments
?
WORKSHOP
ACTIVITY MAP THE MOMENTS
Using post-its, write down as
many activities or tasks you can
think of in the next 5 minutes.
Now, organize the activities
and tasks into the Moments
that Matter framework.

33. 33

34. THE FIRST DRAFT – READY FOR RESEARCH

35. THE FRAMEWORK!

37. I need to
GET HELP
moments
I need to
LEARN &
PLAN
moments
I need to
ACQUIRE
something
moments
I need to
MONITOR
& REVIEW
moments
I need to
USE
what I have
moments
I need to
MAINTAIN
& ADJUST
what I have
moments
I need to
SHARE
my thoughts
moments
THE HIGH-LEVEL MOMENTS

38. SETBACKS

39. safe bet
RECALIBRATING SCOPE AND TIMELINE
safe bet

40. 1. Design and launch framework
2.Engage and empower associates
3.Create support for ongoing change

41. USING THE PRINCIPLES FOR DESIGN

42. USING THE PRINCIPLES FOR DESIGN

43. ENGAGING ALL ASSOCIATES

45. Understand your impact on the
experience with this first activity

46. 1. Design and launch framework
2.Engage and empower associates
3.Create support for ongoing change

47. CREATING SUPPORT BY:
Operationalizing
Measuring
Governing

48. Key Takeaways

49. Embrace
uncertainty

50. Plan on pivoting,
not perfection

51. Deliver an
inspiring story

52. Transform how
others see

53. Thank you
Heidi Munc – AVP of UX at Nationwide @heidimunc