A Customer-First Approach to Digital Transformation
Blog: Appian Insight
Today I sat in on the Financial Services breakout session – Transforming to Customer First, which featured Jen Reynolds, Senior Project Manager at Sunsuper, an Australian-based financial services company with over one million member customers. (Watch Sunsuper video)
The breakout focused on how innovative financial services companies are enabling straight through process automation for back end operations while delivering great customer experiences. Sunsuper’s Reynolds talked about how Sunsuper is using the Appian low-code digital platform to significantly reduce operational costs and transform to a customer-centric enterprise.
Reynolds said that she can’t wait to get her hands on the latest version of Appian. In the meantime, she said that her team has introduced an omni-channel contact center, using their existing Appian platform.
“We’re working on a number of processes,” said Reynolds, “including a customer dashboard that will tie together all of our data threads. And drive member and employee engagement.”
Reynolds also talked about lessons learned from her Appian experience, like embedding the idea of “customer first” in your culture. She said that it’s not enough to just talk about the customer experience.
“At Sunsuper, we actually changed our Key Performance Indicators (KPIs) from efficiency to customer satisfaction KPIs . That was very important to us. But you must also prepare for the paradigm shift between IT and Business. In general, business users blame systems. They’ll say that the systems don’t do what they want them to do…” But we got business involved in the design process early, to make sure that we were meeting their expectations. This is how we ensured that business was more engaged throughout the build cycle,” said Reynolds.
From a process improvement standpoint, Reynolds suggested thinking about digital transformation in terms of what it means for your customers. This approach could open up more opportunities for process improvement than you might otherwise find. In the Q&A portion of her presentation, Reynolds warned against underestimating the integration challenge. Being able to quickly bring together legacy systems and new systems is a critical success factor. And it’s something that should be puzzled out as soon as possible.
“It’s really hard to overcome data challenges during the build cycle,” said Reynolds. We dealt with that issue in our design sprints. We were solution agnostic. We still had design people helping us figure out our data requirements. Basically, they helped us determine the data we needed to meet the expectations of our customers.”
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