NDIS and being customer-centric - Liz Forsyth, KMPG
Liz Forsyth, from KPMG, presented on the need for re-focussing services on being customer-centric, and how services need to be dynamic and prepared for a future based on market and digital disruption.
As Liz stated, "Expectations of customers can change rapidly in a competitive market – you need to stay close and abreast of what your customers are thinking – you need to pick emerging trends quickly so you remain as a leader – and get new offerings the market quickly."
Digital disruption and the impact on traditional industries
Further to Liz's presentation, you may also wish to refer to additional interesting resources by Deloitte Australia on digital disruption and how they are impacting on traditional sectors and industries.
People with disability from CALD backgrounds and the customer-driven model - Zel Iscel, Inclusive World
Zel Iscel, from Inclusive World, provides her insights and experience of the different models of disability as a person with a lived experience, and offers some tips and insights into engaging and co-design with people with disability, their carers and families from culturally and linguistically diverse backgrounds.
Diverse consumer and decision making - Wesa Chau, Cultural Intelligence
Wesa Chau, from Cultural Intelligence, provided an introduction to diverse consumer psychology and the various cultural dimensions to decision making. Importantly, Wesa stated that these frameworks are only to be used as starting points, and not to stereotype all diverse consumers within these frameworks. As later stated in the seminar, it is important for services to build unique understandings of various customer segments, including subtle differences within sub-segments.
Design for Diversity Frameworks for Change - Rajiv Ramanathan, Practical Visionaries
Rajiv Ramanathan, of Practical Visionaries, introduced various frameworks, including the recent Diversity in Disability digital tool developed for FACS, that are available for services to help prepare their organisations for diverse populations. This included a meta-framework, Design for Diversity, which helps organisations get clear about strategic priorities and focus on building actions based on strengths and networks.
Service design and experience mapping
We briefly mentioned the value of customer experience mapping (or customer journey mapping) as a useful tool to understand the journey that customers go through to get to your service (or product), the experience they have as they use the service, and the experience they have as they exit, and then return (or not).
Zel's micro "wow" moment
As an example, when asked about a memorable customer experience moment as a person with vision impairment, Zel Iscel (one of the presenters visiting from Perth) mentioned a micro "wow" moment in her experience of using her hotel. It was a small, yet significant moment that was highly memorable to her. In summary, she talked about the experience of finding that the shampoo and conditioner bottles in her hotel bathroom had braille on them. This small gesture had a significant impact in her overall hotel experience. Later, when I dropped Zel off at the hotel, one of the reception staff walked up to her and said in a friendly, welcoming manner "Zel! it's (name). How was your day?".
These two small, yet significant experiences are orchestrated carefully as the hotel understands the "touchpoints" that make a difference in Zel's overall experience of using the hotel. The hotel understands that they are not just providing a product or service, but an experience.
Adaptive Path says that "Experience mapping is a strategic process of capturing and communicating complex customer interactions. The activity of mapping builds knowledge and consensus across your organization, and the map helps build seamless customer experiences."
The video below and the accompanying resource explain what service design is and what makes up customer experience, or journey, mapping.
Cultural dimensions of customer experience mapping
The above resources are essential starting points when trying to build more "wow" moments across the customer's journey of your service. And designing those "wow" moments for customers from culturally and linguistically diverse backgrounds require a little further thinking. Consider what might be some key cultural dimensions that might impact on the experience your customer from a CALD background might have at different touchpoints. Answering this requires developing customer personas (or profiles) and then walking through the journey from the perspective of each persona.
To get you started, we've shared a variation on the customer journey mapping template that Practical Visionaries has developed to develop insights into potential cultural dimensions to each touchpoint and potential opportunities for innovation. Please note that the resource below is only a guide and requires preparation, research and analysis to properly prepare and is usually best done in a workshop setting with groups of key staff.
Seminars 2 & 3 slides and resources
The resources below include the slides from each presentation, and additional relevant resources and links. Videos of each presentation will be made available at a later date via National Disability Services (NSW).
Harnessing your key asset and business innovation capability.
The next seminar, with George Liacos and Barbel Winter, will be an interactive introduction to the Business Model Canvas, business sustainability, and harnessing your key asset, your people, and language services, to tap into diverse customer segments.
Analysis by the Strategyzer team (the inventors of the Business Model Canvas) indicates that an increasing number of Fortune 500 and FT Global 500 companies are applying the Business Model Canvas to describe current and future strategy, with a Google Trend analysis showing that the Canvas is fast overtaking the traditional strategic plan in popularity. The video below, by the Strategyzer team, is a quick introduction to the business model canvas.
Creating and harnessing your key asset for innovation - Barbel Winter, Futures Upfront
How can you harness the capabilities of workers with bilingual and bicultural skills within your workforce; including how to match people with disability with workers, considering language and cultural requirements of the person with disability. This session explored when and how to utilise and work effectively with the bilingual and bicultural workers of your organisation.
Designing business models for diverse marketplaces - George Liacos, Spark Strategy
A business model describes the rationale of how an organisation creates, delivers and captures value. The Business Model Canvas, a co-created, global tool, demonstrates how the different building blocks of an organisation’s model are interrelated and can unlock opportunities for change. This presents the opportunity for new markets, revenue streams, strategic partnerships, delivery modalities – or something else entirely. This session explores how Disability Service Providers can use the Business Model Canvas framework to innovate for changing and diverse markets.
Mapping and connecting with your growing diverse marketplace
How to properly identify the diversity of your catchment or local community and how to provide opportunities for people with disability to connect with their cultural community will be one of the keys to strategic planning and strategic engagement. The following sessions will introduce you to contemporary online demographic analysis tools developed by Australia’s demographic and spatial analyst experts, id, as presented by Glenn Capuano. It will also introduce you to key marketing and engagement strategies unique to diverse populations, as presented by Pino Migliorino of DiverseWerks.