MisalignmentsHarriet Wakelam

Harriet.Wakelam@medibank.com.au@hwakelam

“As long as your prior approach is most dominant.. You will get more refined variations of the same approach, but nothing genuinely comes to the fore”

Dr Stellan Ohlsson

07

… AN EXPERIMENTWELCOME TO

ITS CREATIVE

“Always design a thing by considering it in its next larger context – a chair in a room, a room in a house, a house in an environment, an environment in a city plan”.

Eero Saarinen

01/05/2023

CUSTOMER PROGRAM

VOICE OF CUSTOMER

Service NPS Relationship NPS Product ConfidencePractice: Capability and Support

Maturity Model | Customer Obsession Program | Design Thinking/practice

GETTING STARTED MAKING CONTACT REVIEW COVER GOING TO HOSPITAL USING EXTRAS INACTIVE

Day 1 Day 45

Experience design team

Experience design

Voice of the Customer

Customer Experience User Experience

Program Delivery& Change

01/05/2023 5

Measure and analyse customer feedback to better understand customer behaviour.

Act on customer feedback and insight to improve the customer and service experience.

Drive improvements through the digital channel and increase website and mobile usability.

Support the delivery and implementation of customer initiatives.

Create a world where change is embraced not feared where change energizes not exhausts

EVOLVING THINKING

14

LABS, IDEATION,

CREATION

MAPS, SPREADSHEETS MODELS

ECOSYSTEMS, RELATIONSHIPS AND

CHANGE .

INNOVATIONCRAFT

METHODOLOGY DATA, CONSULTING, SERIOUS BUSINESS

TRANSFORMATION

MASHUPS, IMPROVEMENT, INVENTION, SCALE

“The skills of craft no longer suffice”Donald Norman

METHODOLOGYTO TRANSFORMATION

BEYOND…

“Business ecosystems are complex economic communities of employees, partners and customers that innovate and extend products and services”

Haydn Shaughnessy

OLDlimited to a defined set of members and participants”.

NEW

The elements operate

independently from the ecosystem

SCALE…

NPS =

DETRACTORS PASSIVES PROMOTERS

30% 35% 35%

THE CASE FOR CHANGE

30% 35% 35%

TRANSFORMATION

13

Getting started New to fund

Going to hospitalMaking contact

Review cover

Using extras

I have health insurance – I don’t really get it

Medibank understands my health and empowers me to make health choices

that put in charge of my health

Fix the worst customer problems

Current State Journeys

Design and deliver new touchpoints

Change our relationships with customers

Future state journeys

CUSTOMER JOURNEY BASED MEASUREMENT FRAMEWORK

14

JOURNEYSSatisfaction of a journey

Step 1:Identify the lowest performing journeys

TOUCHPOINTSMeasured by drivers

DRIVERSSatisfaction of touchpoints

• Researching options• Getting quotes

RESEARCHING OPTIONSGETTING A QUOTE

• Friendliness of staff• Time taken to join

SIGNING UP

• Ease of logging in to OMS

• Accuracy of first bill

NEXT STEPS

• Clarity of next steps• Usefulness of info in welcome pack

MEDIBANK NPSSatisfaction with Medibank

FINALISE

• Confirmation that the joining process is complete

GETTING STARTED MAKING CONTACT REVIEW COVER GOING TO HOSPITALUSING EXTRAS INACTIVE

Day 1 Day 45

MEMBER NPS MEASURED IN THREE LEVELS

PAINPOINTLowest performing driver or a collection of drivers

• Lack of clear and useful information

CREATE NEW STORIES

Orchestrate learning

Convergence Surprising pathways that create invention

“technology alone is not enough – it’s technology married with liberal arts, married with the humanities, that yields us the results that make our heart sing”

Steve Jobs

MARRIAGE OF

DISCIPLINES

Groups of people coming together across institutions,

entities, disciplines – voluntarily working together

for mutual gain

LIFEBLOOD

92

CONNECT RESOURCES

01 PROVIDERS, POPULATIONS, HOSPITALS , SPECIALISTS

02 CUSTOMERS

EMPLOYEES04

PARTNERSHIPS 03

108

OPTIONALITY DESIGN, PROTOTYPING, OPTIONS, SYSTEMS

CAREER TECHNOLOGY PRODUCTPROCESS

REINVENTING, ECONOMIES AND SYSTEMS

REFRAME

Marketplaces at scale Optionality Courage Convergence

A DESIGNED SYSTEM IS ADEQUATE

It is only as complete and comprehensive as it needs to be in order to fulfill its intended purpose

Harold Nelson

Authenticity Invention