daniel ewerman & josefine eklund - presentation seb & transformatordesign
TRANSCRIPT
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 [email protected] Daniel [email protected]@DanielEwerman
Daniel Ewerman