A Fresh Approach to CX Transformation @ Transport Shared Services

- A Case StudyAmrita (Amy) Bhattacharyya

Director, Consulting Services - Stellar Evolve

Kerry GillfeatherPrincipal Manager, Customer Service

Transport Shared Services - Transport for NSW

3 April 2017

Number One …

3 Pithy Observations

Execution without

people is impossible

2

CX Management is easy, change is

hard

3

Strategy without

execution is

meaningless

1

Challenges

Pace Of Change

2

Automation

3

Cost Pressures

1

TSS Business Challenges

SYDNEY TRAINSProcurement, Finance, HR, Facilities

NSW TRAINSProcurement, Finance, HR, Facilities

Road and Maritime ServicesProcurement, Finance, HR, Facilities

STATE TRANSIT AUTHORITYProcurement, Finance, HR, Facilities

Transport Shared Services

Procurement Finance HR Facilities

TSS Strategic Objectives

Improve usability of current Service Catalogue 1Launch a transformation program to drive culture change2Realign operating model for improved customer centricity3

Client Perspective

InnovationThought Leadership

Tailored Services

Grade Of Services

Proactive Approach

Number Two …

Customer Perspective We asked the customers, if TSS were a person, who would they be …

Friendly But Unable To Help

Wants To Improve But Overloaded

Wants To Be Responsive But Is Too Busy

Feeling Unappreciated And Unsupported

Middle Aged And Tired

Employee Perspective

They were fatigued and

wanted disciplined

change

They saw the vision and

believed in the direction TSS

was taking

Wanted clear career path &

growth opportunities

Wanted employee

recognition program

Processes and systems

disjointed and too complex

1

2

3

5

6

Wanted customer

service training

4

Findings – Initiatives

Challenges with user adoption

01

Multi-channel platform WIP

02

Defined but not embedded

03

Resource challenged

04

ERP Platform CRM Platform Customer Charter Resources

Tailored the Stellar Evolve methodology to define a four step project approach # INITIATIVE Cu

stom

er

Serv

ice

Inno

vatio

n

Peop

le /

Cultu

re

Acce

lera

te

Impl

emen

tatio

n

Impl

emen

tPer

Pl

an

Defe

r Im

plem

enta

tion

Cons

ider

Im

plem

entin

g

1. Establish Customer Experience Council Establish a cross-functional and multi-level team responsible for driving CX improvement through customer journey and design thinking.

2. Boost Change Management Capability Ramp up internal change management capability to support existing projects as well as the CS Transformation Program.

3 Implement Customer CharterEmbed Customer Charter in staff induction, training, performance evaluation and recruitment criteria.

4. Simplify and Digitise Service Catalogue Simplify service catalogue into ideally an interactive, easy to understand, visual process flow.

5. Implement Closed Loop Feedback Management Establish a 2-tier feedback management process supported by a robust customer communications process with stakeholders and customers.

6. Define Client Stakeholder Engagement Plans, Processes Define a segmentation driven Stakeholder Engagement Program for current and future client base.

7. Conduct Ongoing Customer Research Benchmark customer experience. Define customer experience framework to create line of sight from operations to CX.

Impact On Focus Area Suggested Strategy

Positive NeutralLEGEND On Delivery Plan CSIA Recommendation Work In Progress

Tailored the Stellar Evolve methodology to define a four step project approach # INITIATIVE Cu

stom

er

Serv

ice

Inno

vatio

n

Peop

le /

Cultu

re

Acce

lera

te

Impl

emen

tatio

n

Impl

emen

tPer

Pl

an

Defe

r Im

plem

enta

tion

Cons

ider

Im

plem

entin

g

1. Establish Customer Experience Council Establish a cross-functional and multi-level team responsible for driving CX improvement through customer journey and design thinking.

2. Boost Change Management Capability Ramp up internal change management capability to support existing projects as well as the CS Transformation Program.

3 Implement Customer CharterEmbed Customer Charter in staff induction, training, performance evaluation and recruitment criteria.

4. Simplify and Digitise Service Catalogue Simplify service catalogue into ideally an interactive, easy to understand, visual process flow.

5. Implement Closed Loop Feedback Management Establish a 2-tier feedback management process supported by a robust customer communications process with stakeholders and customers.

6. Define Client Stakeholder Engagement Plans, Processes Define a segmentation driven Stakeholder Engagement Program for current and future client base.

7. Conduct Ongoing Customer Research Benchmark customer experience. Define customer experience framework to create line of sight from operations to CX.

Impact On Focus Area Suggested Strategy

Positive NeutralLEGEND On Delivery Plan CSIA Recommendation Work In Progress

Transformation Roadmap

Tailored the Stellar Evolve methodology to define a four step project approach # INITIATIVE Cu

stom

er

Serv

ice

Inno

vatio

n

Peop

le /

Cultu

re

Acce

lera

te

Impl

emen

tatio

n

Impl

emen

tPer

Pl

an

Defe

r Im

plem

enta

tion

Cons

ider

Im

plem

entin

g

1. Establish Customer Experience Council Establish a cross-functional and multi-level team responsible for driving CX improvement through customer journey and design thinking.

2. Boost Change Management Capability Ramp up internal change management capability to support existing projects as well as the CS Transformation Program.

3 Implement Customer CharterEmbed Customer Charter in staff induction, training, performance evaluation and recruitment criteria.

4. Simplify and Digitise Service Catalogue Simplify service catalogue into ideally an interactive, easy to understand, visual process flow.

5. Implement Closed Loop Feedback Management Establish a 2-tier feedback management process supported by a robust customer communications process with stakeholders and customers.

6. Define Client Stakeholder Engagement Plans, Processes Define a segmentation driven Stakeholder Engagement Program for current and future client base.

7. Conduct Ongoing Customer Research Benchmark customer experience. Define customer experience framework to create line of sight from operations to CX.

Impact On Focus Area Suggested Strategy

Positive NeutralLEGEND On Delivery Plan CSIA Recommendation Work In Progress

Tailored the Stellar Evolve methodology to define a four step project approach # INITIATIVE Cu

stom

er

Serv

ice

Inno

vatio

n

Peop

le /

Cultu

re

Acce

lera

te

Impl

emen

tatio

n

Impl

emen

tPer

Pl

an

Defe

r Im

plem

enta

tion

Cons

ider

Im

plem

entin

g

1. Establish Customer Experience Council Establish a cross-functional and multi-level team responsible for driving CX improvement through customer journey and design thinking.

2. Boost Change Management Capability Ramp up internal change management capability to support existing projects as well as the CS Transformation Program.

3 Implement Customer CharterEmbed Customer Charter in staff induction, training, performance evaluation and recruitment criteria.

4. Simplify and Digitise Service Catalogue Simplify service catalogue into ideally an interactive, easy to understand, visual process flow.

5. Implement Closed Loop Feedback Management Establish a 2-tier feedback management process supported by a robust customer communications process with stakeholders and customers.

6. Define Client Stakeholder Engagement Plans, Processes Define a segmentation driven Stakeholder Engagement Program for current and future client base.

7. Conduct Ongoing Customer Research Benchmark customer experience. Define customer experience framework to create line of sight from operations to CX.

Impact On Focus Area Suggested Strategy

Positive NeutralLEGEND On Delivery Plan CSIA Recommendation Work In Progress

13 Programs

Short-term & Long-term

Multiple Lenses

Implementation Strategy

Transformation Roadmap

Tailored the Stellar Evolve methodology to define a four step project approach # INITIATIVE Cu

stom

er

Serv

ice

Inno

vatio

n

Peop

le /

Cul

ture

Acce

lera

te

Impl

emen

tatio

n

Impl

emen

tPer

Pl

an

Defe

r Im

plem

enta

tion

Cons

ider

Im

plem

entin

g

1. Establish Customer Experience Council Establish a cross-functional and multi-level team responsible for driving CX improvement through customer journey and design thinking.

2. Boost Change Management Capability Ramp up internal change management capability to support existing projects as well as the CS Transformation Program.

3 Implement Customer CharterEmbed Customer Charter in staff induction, training, performance evaluation and recruitment criteria.

4. Simplify and Digitise Service Catalogue Simplify service catalogue into ideally an interactive, easy to understand, visual process flow.

5. Implement Closed Loop Feedback Management Establish a 2-tier feedback management process supported by a robust customer communications process with stakeholders and customers.

6. Define Client Stakeholder Engagement Plans, Processes Define a segmentation driven Stakeholder Engagement Program for current and future client base.

7. Conduct Ongoing Customer Research Benchmark customer experience. Define customer experience framework to create line of sight from operations to CX.

Impact On Focus Area Suggested Strategy

Positive NeutralLEGEND On Delivery Plan CSIA Recommendation Work In Progress

Tailored the Stellar Evolve methodology to define a four step project approach # INITIATIVE Cu

stom

er

Serv

ice

Inno

vatio

n

Peop

le /

Cul

ture

Acce

lera

te

Impl

emen

tatio

n

Impl

emen

tPer

Pl

an

Def

er

Impl

emen

tatio

n

Cons

ider

Im

plem

entin

g

1. Establish Customer Experience Council Establish a cross-functional and multi-level team responsible for driving CX improvement through customer journey and design thinking.

2. Boost Change Management Capability Ramp up internal change management capability to support existing projects as well as the CS Transformation Program.

3 Implement Customer CharterEmbed Customer Charter in staff induction, training, performance evaluation and recruitment criteria.

4. Simplify and Digitise Service Catalogue Simplify service catalogue into ideally an interactive, easy to understand, visual process flow.

5. Implement Closed Loop Feedback Management Establish a 2-tier feedback management process supported by a robust customer communications process with stakeholders and customers.

6. Define Client Stakeholder Engagement Plans, Processes Define a segmentation driven Stakeholder Engagement Program for current and future client base.

7. Conduct Ongoing Customer Research Benchmark customer experience. Define customer experience framework to create line of sight from operations to CX.

Impact On Focus Area Suggested Strategy

Positive NeutralLEGEND On Delivery Plan CSIA Recommendation Work In Progress

Tailored the Stellar Evolve methodology to define a four step project approach # INITIATIVE Cu

stom

er

Serv

ice

Inno

vatio

n

Peop

le /

Cul

ture

Acce

lera

te

Impl

emen

tatio

n

Impl

emen

tPer

Pl

an

Def

er

Impl

emen

tatio

n

Cons

ider

Im

plem

entin

g

1. Establish Customer Experience Council Establish a cross-functional and multi-level team responsible for driving CX improvement through customer journey and design thinking.

2. Boost Change Management Capability Ramp up internal change management capability to support existing projects as well as the CS Transformation Program.

3 Implement Customer CharterEmbed Customer Charter in staff induction, training, performance evaluation and recruitment criteria.

4. Simplify and Digitise Service Catalogue Simplify service catalogue into ideally an interactive, easy to understand, visual process flow.

5. Implement Closed Loop Feedback Management Establish a 2-tier feedback management process supported by a robust customer communications process with stakeholders and customers.

6. Define Client Stakeholder Engagement Plans, Processes Define a segmentation driven Stakeholder Engagement Program for current and future client base.

7. Conduct Ongoing Customer Research Benchmark customer experience. Define customer experience framework to create line of sight from operations to CX.

Impact On Focus Area Suggested Strategy

Positive NeutralLEGEND On Delivery Plan CSIA Recommendation Work In Progress

Number Three …

Processes and systems too

complex

BOARDING PASS

Flight

CS 321

Gate

1 - Summer Hill

Terminal

Class

Business Class

SEAT 1A

Air TSS

BOARDING PASS

Flight

CS 321

To

Customer Service

Excellence

Date

March 2016

Gate

1 - Summer Hill

Terminal

Class

Business Class

SEAT 8A

Boarding opens 15 mins prior to

departure

Air TSS

Processes and systems too

complex

Processes and systems too

complex

Questions?