daniel ewerman & josefine eklund - presentation seb & transformatordesign

www.service-design-conference.com# S D G C 1 6 @ S D N e t w o r k

Finding the new business as usual

Josefin Eklund | Life & Pension, SEBDaniel Ewerman | Transformator Design

SEB:TOP UNIVERSAL BANK IN SWEDEN AND THE BALTICS

4M PRIVATE CUSTOMERS400 000 SME:S3 000 LARGE COOPERATIONS

16 000 EMPLOYEES160 YEARS OLD

VISION: TO DELIVER WORLD CLASS SERVICE TO OUR CUSTOMERS

TRANSFORMATOR DESIGN:DESIGN WITH GREAT IMPACT, IMPROVING SOCIETY AND HUMANIZING ORGANIZATIONS SINCE 1998

HOW DID SEB GO FROM 7TH TO 4TH IN MARKET POSITION IN THE PENSION MARKET IN 3 YEARS?

COMPETITOR X

COMPETITOR X

COMPETITOR X

COMPETITOR X

COMPETITOR X

COMPETITOR X

COMPETITOR X

COMPETITOR X

HOW DID SEB GO FROM 7% TO 10% MARKET SHARE IN THE PENSION MARKET IN THREE YEARS?

7%

10%10,0

9,5

9,0

8,5

8,0

7,5

7,0

6,5

6,0Q2 2016Q1 2016Q4 2015Q4 2014 Q3 2015Q3 2014 Q2 2015Q2 2014Q1 2014 Q1 2015

Journey towards customer centricity

By not stopping at designing services, but redesigning the whole organization.

By continuously showing quantitative results, as well as empathic values.

By not only adding service design as an isolated competence, but by integrating it.

By not considering it a plug-and-play process, but an approach.

By working with the employee experience as well as the customer experience.

HOW DID SEB USE SERVICE DESIGN TO ACHIEVE THIS CHANGE?

Designing the services would only reach a limited effect.

Designing the organization led to leverage and synnergies.

OUR ROADMAP

CUSTOMER CENTRICITY

Customer centered service development ->

Customer centered ways of working & thinking ->

Customer centered governance ->

2015

2014

Activities

2016

2017

Proving the profitability of empathy made an impact and created buy in.

NEW PRODUCT CONCEPT

IMPROVING THE ADVISORY MEETING

NEW REGULATIONS / CONVERTION PROCESS

Approx 1M EUR saved on not developing something the customers did not want

Investments redirected to improve the critical, not the well functioning phases of the customer journey.

180 000 customers reached by information, top respons rate.

PRIORITIES WERE MADE ON CUSTOMER INSIGHT

WE MEASURED AND SHOWED RESULTS CONTINUOUSLY

Give me my

KPI:s!

/ Peter Dahlgren, Head of Division Life & Investment Management

CATCHY STORYTELLING MADE IT EASY TO BECOME AN EMPATHY AMBASSADEUR

”I´m pretty laid-back when

it comes to my pension, I´m

only 52”

CATCHY STORYTELLING MADE IT EASY TO BECOME AN EMPATHY AMBASSADEUR

/ Respondent with less than ten years to retirement

”I´m pretty laid-back when

it comes to my pension, I´m

only 52”

CATCHY STORYTELLING MADE IT EASY TO BECOME AN EMPATHY AMBASSADEUR

/ Peter Dahlgren, Head of Division Life & Investment Management

/ Respondent with less than ten years to retirement

A service design approach connected the strategic, tactic and operative level

A STRATEGIC FRAMEWORK BASED ON CUSTOMER INSIGHT MADE IT EASY FOR EVERYONE TO KILL THEIR DARLINGS

CUSTOMER INSIGHTS

STRATEGIC FRAMEWORK

GUIDING PRINCIPLES

TOUCHPOINT DESIGN AFFECTING

FACTORS

THE STRATEGIC FRAMEWORK WAS COMMUNICATED BROADLY TO ACTIVATE THE APPROACH

We did not just change ways of working, we chan-ged ways of thinking.

EMPLOYEES REDESIGNING THE DEVELOPMENT PROCESS, TO INTEGRATE THE SERVICE DESIGN APPROACH

EMPLOYEES STARTED COMMUNICATING THEIR PROJECTS FROM AN END-USER PERSPECTIVE

WE STRENGTHENED THE ORGANIZATION‘S OWN ABILITY TO FUNCTION IN A CUSTOMER CENTRIC WAY

change coaching

mindset

knowledge

processes

experience

tools

Only focusing on the customer experience would not have gotten us to where we are today.

THE COMBINATIONS OF THE LANES IN OUR ROADMAP MADE IT POSSIBLE

CUSTOMER CENTRICITY

Customer centered service development ->

Customer centered ways of working & thinking ->

Customer centered governance ->

2015

2014

Activities

2016

2017

EMPLOYEES DEFINING THEIR NEW PDD GOALS, RELATED TO THE SERVICE DESIGN APPROACH

TO HELL WITH BEST PRACTICE!

www.service-design-conference.com# S D G C 1 6 @ S D N e t w o r k

Josefin EklundHead of Business Development

SEB Life & Pension

Josefin Eklundjosefin.eklund@seb.se Daniel Ewermandaniel.ewerman@transformatordesign.se@DanielEwerman

Daniel Ewerman