Delivering business value through personalisation - Calum Haswell

Calum Haswell, Intranet Manager at White and Case. White & Case are a leading Global Law Firm. We Recently delivered our new Connect, which we are very pleased was recognised with a Step 2 award. Today I’m going to talk to you about our approach for personalisation and how we use it to drive business value.
My first lightning talk. Reading up on this I understand the most effective boil down to one central point, and this is mine.
What was the problem we were trying to solve?
Again, focussing on personalisation, the issue for us in our old intranet was that we had: - Global, Diverse Workforce with different needs - Lots of good content, again global and diverse - But people couldn’t quickly see or get to the stuff that’s relevant to them
The effect of this was that people gave up: Looking for things on the intranet Creating things on the intranet In my Intranet Manager role that makes me sad of course, personally. But this has a business impact too.
What do happens when they give up? - Phone someone/ speak to someone. (Rather than having relevant info at their fingertips they need to stop what they are doing, contact someone, taking them both away from something else). Inefficient Frustrating That’s the human side of the story.
Also costs the firm time and money. This is what most things boil down to. Relationship between time and money is always good thing to talk about in the billable hours world of a law firm. We have calculated (incredibly conservatively…we are a risk averse law firm!) that if our new intranet meant every fee-earner saves 5 minutes JUST ONCE in a year, it is a saving of $90K.
What do people need? Content relevant to them. their practice their office their role Again, it’s there but it was getting to it, being shown it, being served it. Aiming. They need news and tools and deals and thought leadership and Knowledge and restaurant menus etc that apply to:
What do we know?
(Me being here is not about narcissism but consent). Practically, we actually do know a bit about people individually when they are connected to our intranet. We know their: Practice (or Business Services Department) Office (London in My Case)
I don’t want to overstate this and it’s not case for all at all levels of business but… Increasingly, our people are used to social media and how personalisation works there: joining groups, following.
Realistically, pragmatically, we know that while everyone will benefit from quick access to the things most relevant to them in their role, most won’t (certainly hadn’t in past) do the work to get there.
Looking at our problem, what we know about it, and what we know about our users, this boiled down to two things: Relevancy on log-in—something that is already personalised, giving people the access to things they need based on what we know about them Easy to say “that’s relevant too”
Looking at our homepage you can see that we already know the user’s… Office: London Practice: Asset Finance Business Services Dept: London Means I have quick links to these sites, which in turn take me to the most relevant info, tools, knowledge repositories etc for me based on my Office, Practice, Business Services dept. Also means I have the latest from these sites in line on my homepage, in addition to all the global stuff. So when I log on I can see the latest for, in my case, Asset Finance, Knowledge and London
This is an example of a client industry group—something we don’t log against individuals in HR data. When I get to this site I can quickly and easily “Follow it”
Once site is followed I can see it’s followed, it’s yellow and it’s been added to navigation under My Sites. Again it means that not only do I have a quick link to it but I can see latest Financial Institutions news on my homepage.
By using what we know we give people what they need: We haven’t binned the globe, we still have it—all of that good content. In addition we give them the OS maps we know they need—a pre-personalised experience based on what we know about them. And an easy key for any other maps they might need—quick way to “follow” other sites (based on what we don’t know about them).

Delivering business value through personalisation - Calum Haswell

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Delivering business value through personalisation - Calum Haswell

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