! 1

Opportun

i)es,

Enable'ea

sier'comp

arisons'be

tween'pla

ns'

and'com

pe2tors'

Take'the'

authorita

2ve''posi2

on'to'own

'and'

explain'fu

ndamenta

ls'of'healt

hcare'

Improve's

elf'service

'capability

'for'quo2n

g,'

giving'con

trol'back't

o'the'pros

pect.'Make'i

t'

easy.'

Create'a'

greater's

ense'of'e

mpathy'w

ith'the'

customer.

'Formalise

'the'need

s'analysis'

process'.

'

Explain'th

e'intrinsic

'value'of'

Southern

'Cross'

and'in'pa

r2cular,'t

he'role'of

'the'mem

ber'

card.'

Follow'up

'by'email'

and/or'ph

one'when

'

onboardin

g'

Review'th

e'busines

s'rules'aro

und'OHM

'and'

Business'U

nit'integra

2on'to'cr

eate'a'

seamless'e

xperience

.'

Direct'me

mbers'to

wards'pla

ns.'Be'the

ir'

trusted'ad

visor'

Review'th

e'busines

s'rules'aro

und'OHM

'and'

Business'U

nit'integra

2on'to'cr

eate'a'

seamless'e

xperience

.'

Speed'up

'the'strat

egy'for'm

y'Southern

'

Cross.'En

able'a'gre

ater'degr

ee'of'self

'service'

compara

ble'with'o

ther'indu

stries.'

Simplify'a

nd'ra2ona

lise'the'cl

aims'proc

ess.''

Speed'up

'the'deliv

ery'of'the

'Easy'Claim

s'roll'

out.'

EXPERIEN

CE'Memb

er'Effort'

•  What'are'th

e'fundam

entals'of'

health'ins

urance?'

•  What'do'I'n

eed?'

•  How'do

'I'compare

'between'

insurers?'

THINKING

'

FEELING'

•  I'need'

health'ins

urance'

•  Will'I'be'abl

e'to'affor

d'health'

insurance

'

•  What'are'fri

ends/blog

s/google'

saying'abo

ut'this'pro

duct?'

•  Which'bran

ds'can'I'tr

ust?'

Explore'

Buy'

On'board

ing'

Claim'

Change'

•  How'do

'I'buy'hea

lth'insuran

ce'from'S

outhern'C

ross?'

•  I'need'to

'think'thi

s'over'at'm

y'pace'and

'on'my'ter

ms'

•  I'don’t'u

nderstand

'the'jargo

n'nor'the

'process.'

What'the'h

eck’s'PEC

s?'

•  How'do

'I'compare

'between'

Southern

'Cross'pla

ns?''

•  How'do

'I'know'yo

u’ve'reco

mmended

'the'right

'plans'for

'me?'

•  Vulnera

ble:'Will'th

is'plan'off

er'everyth

ing'I'need

?'

•  Am'I'sur

e'this'is't

he'plan'I'

want'to'b

uy?'

•  Cau2ous

:'Do'I'trus

t'this'sale

s'person?

'(and'or'b

rand)?'

•  Overwh

elmed:''Th

ere’s'a'lot

'to'take'in

'at'the'ou

tset'

•  Control:'

I'need'to'

feel'in'co

ntrol'of,'o

r'at'least'

understan

d,'the'

process'

•  Is'what'I

’ve'been'

told,'wha

t'will'actu

ally'happe

n?'

•  Have'I'u

nderstoo

d'what'I’v

e'bought

?'

•  Will'I're

gret'what

'I’ve'boug

ht'and'wh

at'if'I'wan

t'to'cance

l?'

•  Will'so

meone'ca

ll'me'to'ch

eck'that'e

verything

’s'gone'o

k?'

•  Southe

rn'Cross's

ure'go'thr

ough'a'lot

'of'paper

'

•  Can'I'd

o'more'st

uff'online

?'

•  Used:'N

obody'has

'contacted

'me'pers

onally'to

'follow'up

'

•  Overwh

elmed:'Th

ere'was'so

'much'to'

learn'up'f

ront'–'I'ca

n’t'

remembe

r'the'deta

il'

•  There’s

'a'lot'of'd

ifferent'co

mmunica2

ons'comin

g'at'me'rig

ht'now'

•  Is'my'und

erstandin

g'of'my'c

ase'status

'current?

'

•  I'don’t'

understan

d'your'pro

cesses'

•  How'do

'I'compare

'between'

your'plan

s?''

•  Aren’t'

all'the'Sou

thern'Cros

s'brands'i

ntegrated

'and'shar

ing'

informa2

on?'

•  I'can’t'

afford'to'

pay'my'pre

miums'in'a

rrears'

•  Your'bu

siness'rule

s'don’t'ser

ve'me'or'

my'lifesty

le'

•  Will'so

meone'ca

ll'me'to'ch

eck'that'e

verything

’s'gone'o

k?'

•  Can'we

'commun

icate'digit

ally?'

•  Trappe

d:'My'PEC

s'prevent

'me'from

'moving't

o'anothe

r'brand'

•  Aggriev

ed:'I'wan

t'op2ons't

o'suspend

'more'o]

en'

•  Confus

ed:'I'don

’t'unders

tand'how

'to'compa

re'betwee

n'plans'

•  Alone:'I

’m'in'arre

ars'

•  I'don’t'

understan

d'your'pro

cesses'

•  Of'all'th

e'ways'to

'claim,'whi

ch'apply't

o'me?'

•  Why'isn’t'm

y'claim'co

vered'un

der'my'pla

n?'

•  Am'I'goi

ng'throug

h'Prior'Ap

proval'or

'somethin

g'else?'

•  Why'do'I'hav

e'to'go'b

ack'to'the

'provider'

to'get'mo

re'inform

a2on?'

•  Under'p

ressure:'I'

need'to'k

now'now

'

•  Skep2ca

l:'Southern

'Cross'wil

l'find'a're

ason'not'

to'claim'

•  Unsure

'of'the'pro

cess'and'

outcome

s'

Custome

r,Journey

,

DOING'

Guiding,P

rinciples,

Consume

rs'find'he

alth'insur

ance'of'lo

w'interest

'and'are'

'less'enga

ged'

People'str

uggle'to'a

bsorb'eve

rything'th

ey'need'

to'know'a

bout'thei

r''health'

insurance

'when'

buying'it.'

Members'a

re'genera

lly'unconc

erned'ab

out'South

ern'Crosse

s'rules,'an

d'processe

s''

STAGES'

Relieved't

hat'they’v

e'bought

,'

people'sw

itch'back't

o'disenga

ged'

unless'th

ings'go'w

rong'

Engage'w

ith'Field'o

r'Telesale

s'

Consultan

t'

Buy'onlin

e'

Welcome'

pack'

Member'ca

rd'

Narrow's

elec2on'

Confirma

2on'of'

change'

Speak'wit

h'

TeleSales'

Consultan

t'

Register'

for''My'SC'

Change'

reflected

'

in''My'SC'

Claim'

reflected

'in''

My'SC'

Speak'wit

h'

PA'Cons

ultant'

Treat

ment'

Member,Cu

stomer,Ex

perience,M

ap,

Agree'pla

n'&'payme

nt'op2ons

'

Trigger'

Trigger'

Trigger'

Custome

r'Sat'

NPS'

Custome

r'Sat' NPS'

NPS'

Member'Eff

ort'Cust

omer'Sat

'

NPS'

Member'Eff

ort'

Not'Availa

ble'

Not'Availa

ble'

Create'be

aer'cross'

channel''c

hoice'for't

he'

prospect

'when'bu

ying.''

Shield'me

mbers'fro

m'proces

ses.'If'no

t'

possible,'

simplify'p

rocess.'If

'not'poss

ible'

explain'th

em'intui2

vely.'

Call'up'Tel

eSales'

Blogs'&'o

ther'sites

'

Compare

'

plans'and

'

prices'

Research

'plans'

Google''

searches'

'Talk'with

'

friends'

Research

'products,

'prices'an

d'offers'

Review'off

ers'

Address'is

sues'with

'respect't

o'OHM'

processe

s.'The'ou

tcome'sho

uld'benefi

t'

Southern

'Cross'wit

h'reten2o

n'and'me

mbers'

around'm

anaging't

heir'polic

y'

Stuart HiltonPortfolio

e: stuart@hilton.net m: 0204 911 912

! 2

Creating better customer experiences

My strength and reputation is for delivering customer experience outcomes taking an organisation and its people on the journey by stakeholder buy-in and getting a well received result - improved customer experience with greater certainty of outcomes. I am a Customer Experience and Design specialist with over 20 years commercial experience. My focus and reputation is for the delivery of improved customer experiences throughout a range of industries including Airline, Health, Telecommunications and Energy.

Often my customers (internal/external) are looking for something that’s different – I apply key learnings and an approach that ensures customer innovation, Human Centred Design and delivery - utilising collaboration, tools and methodologies such as Balsamic, Lean UX, Journey Mapping and – my experience.

I seek out opportunities in organisations starting out or on the journey to become customer centric. That’s what I do.

Generally, design and delivery of better customer experiences go through four stages:

Insights Problemdefinition

Concept definition

Conceptual design

Low level prototyping

High level prototyping

Detailed design

Build

! 3

Customer personas

Developed customer personas for use in the design of designing and refining experiences. These proved invaluable for service staging prior to launching digital youth plan, HealthEssentials to walk through in the customer’s footsteps what it would be like to use and buy the product, highlighting deficiencies prior to launch.

The personas were also used as a design tool for constructing a range of communications platforms pitched at each persona type. The resulting impact being less calls into the contact centre querying the communications received.

Journey Mapping for insights

Managed journey mapping of end-to-end customer experience at Southern Cross.Outcomes were to gain awareness of and prioritise aspects for development to gain improvement and efficiencies.

Analysed each stage in the journey to identify the common/shared pain points across the entire customer journey to solve problems across silos. Having identified and prioritised Subsequently prototyped and tested improved sales process to designed around the needs of the customer through re-scripting the flow.

Discovery

Measurable experiences

Set up database to capture internal and external data focused on measuring marketing and customer experience on an ongoing basis. The value of this tool was that Southern Cross could own its data, be it internal from the data warehouse on NPS or external data from TNS around brand preference.

The database had the ability to drill down on data for analysis.

Refined methodology to measure NPS - Net Promoter Score & CES - Customer Effort Score, among others, to set the organisation up for measuring improvements in the customer experience.

Opportuni)es,

Enable'easier'comparisons'between'plans'and'compe2tors'

Take'the'authorita2ve''posi2on'to'own'and'explain'fundamentals'of'healthcare'

Improve'self'service'capability'for'quo2ng,'giving'control'back'to'the'prospect.'Make'it'easy.'

Create'a'greater'sense'of'empathy'with'the'customer.'Formalise'the'needs'analysis'process'.'

Explain'the'intrinsic'value'of'Southern'Cross'and'in'par2cular,'the'role'of'the'member'card.'

Follow'up'by'email'and/or'phone'when'onboarding'

Review'the'business'rules'around'OHM'and'Business'Unit'integra2on'to'create'a'seamless'experience.'

Direct'members'towards'plans.'Be'their'trusted'advisor'

Review'the'business'rules'around'OHM'and'Business'Unit'integra2on'to'create'a'seamless'experience.'

Speed'up'the'strategy'for'my'Southern'Cross.'Enable'a'greater'degree'of'self'service'comparable'with'other'industries.'

Simplify'and'ra2onalise'the'claims'process.''

Speed'up'the'delivery'of'the'Easy'Claims'roll'out.'

EXPERIENCE' Member'Effort'

•  What'are'the'fundamentals'of'health'insurance?'•  What'do'I'need?'•  How'do'I'compare'between'insurers?'

THINKING'

FEELING'

•  I'need'health'insurance'•  Will'I'be'able'to'afford'health'insurance'•  What'are'friends/blogs/google'saying'about'this'product?'•  Which'brands'can'I'trust?'

Explore' Buy' On'boarding' Claim'Change'

•  How'do'I'buy'health'insurance'from'Southern'Cross?'•  I'need'to'think'this'over'at'my'pace'and'on'my'terms'•  I'don’t'understand'the'jargon'nor'the'process.'What'the'heck’s'PECs?'•  How'do'I'compare'between'Southern'Cross'plans?''•  How'do'I'know'you’ve'recommended'the'right'plans'for'me?'

•  Vulnerable:'Will'this'plan'offer'everything'I'need?'•  Am'I'sure'this'is'the'plan'I'want'to'buy?'•  Cau2ous:'Do'I'trust'this'sales'person?'(and'or'brand)?'•  Overwhelmed:''There’s'a'lot'to'take'in'at'the'outset'•  Control:'I'need'to'feel'in'control'of,'or'at'least'understand,'the'process'

•  Is'what'I’ve'been'told,'what'will'actually'happen?'•  Have'I'understood'what'I’ve'bought?'•  Will'I'regret'what'I’ve'bought'and'what'if'I'want'to'cancel?'•  Will'someone'call'me'to'check'that'everything’s'gone'ok?'•  Southern'Cross'sure'go'through'a'lot'of'paper'•  Can'I'do'more'stuff'online?'

•  Used:'Nobody'has'contacted'me'personally'to'follow'up'•  Overwhelmed:'There'was'so'much'to'learn'up'front'–'I'can’t'remember'the'detail'•  There’s'a'lot'of'different'communica2ons'coming'at'me'right'now'

•  Is'my'understanding'of'my'case'status'current?'•  I'don’t'understand'your'processes'•  How'do'I'compare'between'your'plans?''•  Aren’t'all'the'Southern'Cross'brands'integrated'and'sharing'informa2on?'

•  I'can’t'afford'to'pay'my'premiums'in'arrears'•  Your'business'rules'don’t'serve'me'or'my'lifestyle'•  Will'someone'call'me'to'check'that'everything’s'gone'ok?'•  Can'we'communicate'digitally?'

•  Trapped:'My'PECs'prevent'me'from'moving'to'another'brand'•  Aggrieved:'I'want'op2ons'to'suspend'more'o]en'•  Confused:'I'don’t'understand'how'to'compare'between'plans'•  Alone:'I’m'in'arrears'

•  I'don’t'understand'your'processes'•  Of'all'the'ways'to'claim,'which'apply'to'me?'•  Why'isn’t'my'claim'covered'under'my'plan?'•  Am'I'going'through'Prior'Approval'or'something'else?'•  Why'do'I'have'to'go'back'to'the'provider'to'get'more'informa2on?'

•  Under'pressure:'I'need'to'know'now'•  Skep2cal:'Southern'Cross'will'find'a'reason'not'to'claim'•  Unsure'of'the'process'and'outcomes'

Customer,Journey,

DOING'

Guiding,Principles,

Consumers'find'health'insurance'of'low'interest'and'are''less'engaged'People'struggle'to'absorb'everything'they'need'to'know'about'their''health'insurance'when'

buying'it.'Members'are'generally'unconcerned'about'Southern'Crosses'rules,'and'processes''

STAGES'

Relieved'that'they’ve'bought,'people'switch'back'to'disengaged'

unless'things'go'wrong'

Engage'with'Field'or'Telesales'Consultant'

Buy'online'

Welcome'pack'

Member'card'Narrow'selec2on' Confirma2on'of'change'

Speak'with'TeleSales'Consultant'

Register'for''My'SC'

Change'reflected'in''My'SC'

Claim'reflected'in''My'SC'

Speak'with'PA'Consultant'

Treatment'

Member,Customer,Experience,Map,

Agree'plan'&'payment'op2ons'

Trigger'

Trigger'

Trigger'

Customer'Sat'

NPS'

Customer'Sat'

NPS'NPS'

Member'Effort'

Customer'Sat'

NPS'

Member'Effort'

Not'Available'

Not'Available'

Create'beaer'cross'channel''choice'for'the'prospect'when'buying.''

Shield'members'from'processes.'If'not'possible,'simplify'process.'If'not'possible'explain'them'intui2vely.'

Call'up'TeleSales'

Blogs'&'other'sites'Compare'plans'and'prices'

Research'plans'Google''searches'

'Talk'with'friends'

Research'products,'prices'and'offers' Review'offers'

Address'issues'with'respect'to'OHM'processes.'The'outcome'should'benefit'Southern'Cross'with'reten2on'and'members'around'managing'their'policy'

Understanding all pain points, their impact and relationships (pictured black string) across the journey. Everything is a system. Nothing happens in isolation.

Communicating the customer journey in a way stakeholders can take away and understand

! 4

User testing and expert reviews

Prior to and following the launch of digital experiences, user testing and expert reviews were run to understand the user experience. The outputs of this work led to clearer briefs into the IS team and an improved customer experience based on independent customer findings removing subjectivity from the conclusions and recommendations.

Definition

Ideation

Ran an ideation session to improve the experience of buying from Southern Cross.The purpose of the session was to introduce sales staff to the benefits of design thinking methods and to generate new and innovative ideas insights from the research conducted as part of the Join/Buy Journey Mapping Project.

Outputs were i) ideas that were later tested in implemented and ii) identification with the problem and the insights so that sales staff could understand the issues facing their customers.

User testing and expert reviews were also used to improve the experience for digital tools: online claiming and Healthcare finder. The outputs helped the business owners and the developers understand in real-time what the customer pain points were and some insights in to how to address them in the next phased release.

! 5

Selling in conceptsShootsThe creation of a new longhaul experience was a major positioning piece for Air NZ. To represent the product in a highly regulated market mean’t that product had to be shot representatively but also creatively to sell the idea in.

Understanding the implications of running shoots - the needs of lighting teams, catering, wardrobe and make up, through to overseeing the finer technical details around the direction of shoots is critical to running a smooth operation without hitches over 2-3 days. The balance between letting the client control the outcome while seamlessly facilitating the other variables improves the quality of the end product.

Set up and production integration to client facility | Shot construction

Conceptual design to road show the new long haul experience around New Zealand over the summer to different high traffic locations when people had a greater propensity to spend time thinking about travel and the year ahead.

The specification was to use a 40 ft container, knocked out one side with glass bi-folding doors - something that eventually could be shipped nationally and internationally - significant challenges of changing the form but maintaining the structural integrity.

The estimated cost to build was between $240k - $250k.

Brief, spec, direct design, set up logistics of operation.

! 6

Designing an experience from insights

Air NZ aspired to redefine longhaul travel. The process started by engaging IDEO in California to gather insights. It was from this point that I became fully engaged to drive the aesthetic delivery of an interior product that complemented a new service and inflight product making a step change in longhaul travel.

Specifically managed internal stakeholders, designers and suppliers to produce an outcome that delivered on the research and insights.

Built solid experience and knowledge in materials development including injection and vacuum formed plastics, special effect paint, chrome finishing and mood lighting,.

Design lead for aesthetic form, colour and materials. Stakeholder in overall customer experience.

Translating experiences with consistency

Air New Zealand is in the process of replacing its aging 737 fleet with new Airbus A320’s. The brief was to translate the aesthetic of the new longhaul fleet but answer the customer experience brief around speed and efficiency.

Direction of seat cover design, materials and their application was far more explicit on this aircraft as much of the development had been carried out on the longhaul aircraft. The translation of mood lighting design using different systems and different suppliers of raw materials between aircraft was challenging.

Design lead for aesthetic form, colour, materials and customer experience.

Design / Delivery

Entry Award

Skytrax World Airline Awards Winner - Best Airline Australia / PacificWinner - World's Best Premium Economy Class Airline [B777-300]

New Zealand Best Design Awards Gold - Furniture - Skycouch™Gold - Furniture - Spaceseat™

Red Dot Awards (GER) Winner - Red Dot Product Design - Spaceseat™Honourable Mention - Red Dot Product Design - SkyCouch

IDSA (IDEA) Awards (US) Silver- SkyCouch - Industrial furniture, fixtures and lightingBronze- long-haul Cabin Interior - automotive interiors and exteriors

Crystal Cabin Awards (GER) Winner - Passenger Comfort - SkyCouch

Designweek Awards  (UK) Winner - Best Furniture Design - Skycouch™

Wallpaper* Design Awards Winner - Best Air Style: Premium Economy - Spaceseat™

! 7

Branded interior designThis lounge is a new build and delivers on customer insights around how passengers use airline lounges in New Zealand. User types and areas have been defined for the socialite, pragmatist, cocooner and those who want to be pampered.

Primary involvement was to manage internal stakeholders and direct architects, Jasmax, working alongside property managers. This lounge build was completed under the direction of another Air NZ

employee.

Brief, direct and manage designer, manage stakeholders.

Entry Award

World Travel Awards Winner - Australasia’s Leading Airline Lounge, 2013 & 2014

Best Awards New Zealand’s Best Spatial Design - Hospitality

! 8

Self service

Digital calculator tool

Developed an online digital calculator tool for prospective customers to create their own home phone and internet bundle according to their usage.

The calculator was driven mostly by SEM and digital marketing supported by some ATL.

The calculator was hugely successful increasing acquisition by 11% over the campaign period.

Brief, experience specification, user testing and measurement.

Refinement of digital customer experience

Created the optimal customer experience, digital tools need monitoring and fine tuning through insights and design to develop the next evolution of self serve.

By collaborating with researchers, business analysts, designers and developers, digital self service worked effortlessly and seamlessly across the site.

Experience design specification, user testing and measurement.

! 9

Project management and consulting

Campaign launch

Managed traffic for Vodafone Red Campaign launch. Liaised with agency Draft FCB to ensure, among other things, specification specification of creative of creative matched booked media, was approved at each stage and released for production.

Strategy audit

At the request of the Head of Marketing - Vodafone, wrote campaign flow from inception to measurement of campaign for Vodafone’s internal auditing team. This process was published and distributed to the Vodafone NZ Marketing team as a means of mitigating risk by way of controls and standardisation.

Product communications collateral

Vodafone identified an opportunity to tap into ethnic markets with cheap rates to home countries from mobiles phones knocking out the competition. This brief was particularly challenging as the design was to attract the ethnic markets and look less like the Vodafone brand and take on more of a calling card style, where most of its competition existed.

Communications completed for China (right), India and the South Pacific.

Brief, spec and direct design.