TURNING STRATEGYINTO EXECUTION

R I C H A R D D A LTO N , U S A A@ M A U V Y R U S S E T

TURNING STRATEGYINTO EXECUTION

R I C H A R D D A LTO N , U S A A@ M A U V Y R U S S E T

Video by Michael Noriega, https://youtu.be/t4OEsI0Sc_s

LIKE PUPPIES,EXPERIENCES ARE FOR LIFE, NOT JUST FOR

CHRISTMAS

Photo by Jan Truter, https://flic.kr/p/f86v8r

Video by Circ Figueres http://youtu.be/9tnzo5t9m7c

GOING ABOVE FOR THOSE WHO HAVE GONE BEYOND

CEMENT TRUCK HIT MEMBER’S VEHICLE

MEMBER CALLS USAA

FIRE NEAR MEMBER’S HOME

USAA CALLS MEMBER

FIRE NEAR MEMBER’S HOME

USAA CALLS MEMBER

CEMENT TRUCK HITMEMBER’S VEHICLE

MEMBER CALLS USAA

USAA CALLS MEMBER MEMBER CALLS USAA

FIRE NEAR MEMBER’S HOME

TOUCHPOINT TOUCHPOINT

CEMENT TRUCK HIT MEMBER’S VEHICLE

TOUCHPOINT TOUCHPOINT

CEMENT TRUCK HIT MEMBER’S VEHICLE

FIRE NEAR MEMBER’S HOMEMANY CONTEXTS

TOUCHPOINTS SPAN

MANY CHANNELSMANY CONTEXTS

TOUCHPOINTS SPAN

In the past 10 minutes ...

3 life insurance applications12 new members31 member emails received35 P&C auto quotes68 member faxes received

75 claims opened150 prepaid card transactions595 remote deposits1,874 funds transfers2,171 IVR calls

3,941 inbound MSR calls5,709 new usaa.com sessions9,921 credit card transactions10,969 mobile logins21,219 debit card transactions

EACH TOUCHPOINTHAS MANY ENABLERS

ProductsAdvice

FRSRelationship

Business Rules

Personalization

Quality Measures

Funding / Planning

Programs

Projects

Member Research / VOM

Strategy Roadmap

PPTI

CREATING MILLIONSOF CONNECTIONS

ProductsAdvice

FRSRelationship

Business Rules

Personalization

Quality Measures

Funding / Planning

Programs

Projects

Member Research / VOM

Strategy Roadmap

PPTI

We are not alone.

80+ Combat AircraftSimultaneous Launch & Recovery

4.5 Acre Flight DeckU.S.  Navy  photo  by  Mass  Communica6on  Specialist  2nd  Class  Lyle  H.  Wilkie  III/Released.  Public  Domain.  Cropped  to  fit.  

hFp://www.navy.mil/view_image.asp?id=157497

426 Orders / Second244M Active Users

$74.45B Net RevenuePhoto still from video: Amazon’s Eighth Generation Fulfillment Center.

http://phx.corporate-ir.net/phoenix.zhtml?c=176060&p=irol-images_videos

426 Orders / Second244M Active Users

$74.45B Net Revenue

80+ Combat AircraftSimultaneous Launch

& Recovery4.5 Acre Flight Deck

U.S.  Navy  photo  by  Mass  Communica6on  Specialist  2nd  Class  Lyle  H.  Wilkie  III/Released.  Public  Domain.  Cropped  to  fit.  hFp://www.navy.mil/view_image.asp?id=157497

Photo still from video: Amazon’s Eighth Generation Fulfillment Center.http://phx.corporate-ir.net/phoenix.zhtml?c=176060&p=irol-images_videos

426 Orders / Second244M Active Users

$74.45B Net Revenue

80+ Combat AircraftSimultaneous Launch

& Recovery4.5 Acre Flight Deck

Amazon KIVA Solution

NavyOuija Board

Photo: Sailors, making moves on the Ouija board. CC BY 2.0. Copyright © 2011. Cropped to fit.U.S. Navy photo by Mass Communication Specialist Seaman Justin E. Yarborough/Released.

https://www.flickr.com/photos/usnavy/6057090202/

Photo: KIVA at Amazon. Cropped to fit.http://phx.corporate-ir.net/phoenix.zhtml?c=176060&p=irol-images_videos

PEOPLE

PPROCESS

PTECHNOLOGY

TINFORMATION

I

MapMembers’ activities, thoughts,

and goals through life scenarios.

ConnectTo planning, projects, and products

that enable our touchpoints.

Natalie, an IT Project Manager, receives a brief for the Suspicious Transactions project. She has to estimate the project before the August kickoff. The brief includes a list of 5 potential affected touchpoints, so Natalie goes to TMS to get started.

Benefits: More accurate initial scoping

As Natalie begins to validate the touchpoints for her project in preparation for agile story writing, she discovers that 6 other touchpoints will be affected, bringing the total to 11.

BenefitsFaster project kickoffMore accurate estimates

She also discovers that an in-flight project is working on 3 of the same touchpoints. Natalie gets in touch with the other team to explore this overlap, and eliminate duplication.

Benefits: Cost-savings

The 11 touchpoints are enabled by 4 systems – UNICA, RulesExpress, TPM and EPMS. Natalie uses TMS to identify the system owners and consults with them to assess the level of effort to make changes.

Benefits: Collaboration, More accurate estimates

Meanwhile, elsewhere in the organization…

James, a Digital Channel Manager, is meeting with Frank, his Product Manager. They’re reviewing touchpoint performance and optimization opportunities, when they notice that Natalie’s project is working on the same touchpoints.

Benefits: Access to data, Awareness of other activities

James flags the touchpoints affected and adds a note to each describing the collaboration opportunity.

Benefits: Documentation & traceability

Natalie, who is working remotely, receives a TMS notification. She accesses the system and sees which touchpoints James flagged for collaboration. She agrees, but they have to get approval from Patricia, the APO, before moving forward.

Benefits: Remote collaboration and workflow

Patricia - the APO - can see the benefits, and agrees with the adjusted plan, focused on fixing pain points before introducing more features.

BenefitsAgile prioritization

Natalie was able to kickoff the project faster and deliver a more accurate estimate, as well as finding cost-savings.

James was able to improve the touchpoints he owns with little to no funding.

Patricia was able to increase the value her project delivered by reprioritizing based on new information.

Frank was able to access data on product distribution and achieve improvements to his acquisition rate.

Members benefit from faster improvements to touchpoints, creating better experiences and stronger relationships.

Video by Bruce Corwin, http://youtu.be/_AoSmv8skaY

GOING ABOVE FOR THOSE WHO HAVE GONE BEYOND