💡How might we…
…provide a holistic, consistent, and coherent experience for our customers so that they find doing business with MYOB delightful throughout their entire lifecycle.
Company
MYOB
Project
CX and back office transformation
My Role
Platforms Design Manager, Service Design practice lead
Date
2020 – current
Team
Jay Nawaz, Head of Product – Platforms
Karmen Dang, Service Designer – Platforms
Linda Bowman, Service Designer – Vertical teams
⚡️Problem
Our customer’s end-to-end experience was fragmented, and reflected the way the organisation was structured into siloed functions, departments aand disciplines. Our internal platform capabilities were also structured to support this method of working, and didn’t scale to meet changing customer expectations. This made it confusing and difficult for customers to achieve simple tasks such as making a purchase, upgrading their software, managing their account details, or finding support.
💡Approach
I scoped, hired, and built a Service Design practice across key business verticals and customer segments, and worked to decision-making against an end-to-end customer lifecycle framework to ensure both front-stage, customer facing teams and back-office teams and systems aligned to each other.
My team works across the entire organisation to define a cohesive service experience vision to be delivered against iteratively, and helps to align internal employee experience and paltform capabilities to direct customer value.
✅ Tasks and activities
As the Service Design practice lead, I formed and led the Service Design team from inception.
My responsibilities and activities included:
Hiring MYOB’s first Service Designers and building the SD capability
Creating a framework for the broader organisation to talk and think about customer experience
Identified and audited key service slices and moments that mattered
Facilitated large cross-functional workshops to align different departments
Created a CX strategy and vision
Educating stakeholders on Service Design and Customer Experience Design
Supporting Service Designers embedded into key phases of customer experience
🎯 Outcomes
MYOB is currently in the middle of a multi-million dollar complete end-to-end transformation program, encompassing the customer experience and back office systems. We have created alignment between sales, service and support functions, and the platform capabilities which support them, and are driving modern digital experiences across all front-stage customer actions.
Aligning Structure to Customer Experience
We articulated a clear view of customer experience and involvement from different verticals, functions, and platform teams that would enable successful delivery.
Our teams worked with stakeholders across the organisation to define a high-level vision, including key service moments, customer decision points, and MYOB touchpoints. We then mapped these front-stage and back-stage experiences and capabilities at all levels, from 100,000ft up to 1ft down, and aligned our organisation against success measures within each phase.
This approach has formed the core driving principle of our CX and back office transformation program.
Want to see the detail? Just ask (but be warned - as all organisations are, it is a messy, complex beast.)
