1. Misalignments
Harriet Wakelam
Harriet.Wakelam@medibank.com.au
@hwakelam

2. “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

3. 07
… AN EXPERIMENT
WELCOME 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

4. 1/09/2016
CUSTOMER PROGRAM
VOICE OF CUSTOMER
Service NPS Relationship NPS Product Confidence
Practice: 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

5. Experience design team
Experience design
Voice of the
Customer
Customer
Experience
User Experience
Program Delivery
& Change
1/09/2016 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.

6. Create a world where change is embraced not feared whe
change energizes not exhaus

7. EVOLVING THINKING
14
LABS, IDEATION, CREATION
MAPS, SPREADSHEETS
MODELS
ECOSYSTEMS,
RELATIONSHIPS AND
CHANGE .
INNOVATION
CRAFT
METHODOLOGY
DATA, CONSULTING, SERIOUS BUSINESS
TRANSFORMATION
MASHUPS, IMPROVEMENT, INVENTION, SCALE

8. “The skills of craft no longer suffice”
Donald Norman

9. METHODOLOGY
TO
TRANSFORMATION
BEYOND…

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

11. OLD
limited to a defined
set of members and
participants”.
NEW
The elements operate
independently from the
ecosystem
SCALE…

12. NPS =
DETRACTORS PASSIVES PROMOTERS
30% 35% 35%
THE CASE FOR CHANGE
30% 35% 35%

13. 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

14. CUSTOMER JOURNEY BASED MEASUREMENT FRAMEWORK
14
JOURNEYS
Satisfaction of a
journey
Step 1:
Identify the lowest
performing journeys
TOUCHPOINTS
Measured by drivers
DRIVERS
Satisfaction 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 NPS
Satisfaction 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
PAINPOINT
Lowest performing driver or a collection of drivers
• Lack of clear and useful information

15. CREATE
NEW STORIES
Orchestrate learning

16. Convergence
Surprising pathways that create invention

17. “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

18. 92
CONNECT RESOURCES
01 PROVIDERS, POPULATIONS,
HOSPITALS , SPECIALISTS
02 CUSTOMERS
EMPLOYEES04
PARTNERSHIPS 03

19. 108
OPTIONALITY
DESIGN, PROTOTYPING, OPTIONS, SYSTEMS
CAREER TECHNOLOGY PRODUCTPROCESS
REINVENTING, ECONOMIES AND SYSTEMS

20. 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