Conference Day Two: Wednesday, 26 July 2017

8:30 AM - 9:00 AM Coffee And Registration

9:00 AM - 9:10 AM Conference Opening – Remarks from the Conference Chairperson

9:10 AM - 9:50 AM Re-Thinking Branch Design For a Budget-Light Strategy That Drivers Customer Engagement

Ben Hawkins, Director – Retail Design, Optus
With millions being spent on modernizing branch design through technology and aesthetics, Ben Hawkins will take us through his experiences at Optus to provide insights into some unconventional initiatives that shatter the concept of human-centred design as we know it. With one of the retail space design initiatives being led by 8 year olds, this session will look into an evidence-backed, simplistic approach that beckons banks to revaluate their views around branch design and layout.
• Optimizing the use of technology in retail spaces
• How simplistic, cost-effective design initiatives have led to an increase in meaningful customer conversations and experiences in physical spaces
• Learning from examples of innovative retail design initiatives

Ben Hawkins

Director – Retail Design
Optus

9:50 AM - 10:30 AM Listening To The Customer: Moving Away From an Interior Design Approach to a Functional Industrial Design That Addresses Complex Customer Needs

Steven Odgers, Head of Distribution Transformation, ANZ Bank
As banks seek to reduce the high costs involved with their branch network by cutting down footprint and re-strategizing their approach towards the rapidly digitizing market, a lot of effort is being made to improve the appeal and attractiveness of the layout and design in the hopes of driving customer attention and footfall.
But with these projects, utmost care must be taken for the branch design to not only be aesthetically pleasing but also listen to and serve customer needs. This session will address this aspect to reflect upon:
• Moving away from an interior design approach to a functional industrial design
• How to involve customer needs and requirements into the service & product development process for branches
• Optimizing branch framework and operations to enable collection of high quality, actionable data
• Using insights to tailor a relevant mix of products, services & channels for customers

Steven Odgers

Head of Distribution Transformation
ANZ Bank

10:30 AM - 11:00 AM Morning Tea

11:00 AM - 11:40 AM Exploring A Model That Meets The Future Priorities Of Banks And Their Clients

Ian Wheeler, Managing Director, Glory Australia
Branch design has undergone a transformation over the past 15 years. A fine balance has been sought between enhanced customer service and the automation of transactional banking. As experiential retailing permeates into the financial sector it is often the smaller institutions that can more easily deliver branches that focus on selling rather than transacting. However, the larger banks with a significant merchant clientele need to continue providing daily transaction services.
Hence, this session will address the question:
Is there a better way of delivering these services without jeopardizing reputation and brand?

Ian Wheeler

Managing Director
Glory Australia

11:40 AM - 12:20 PM PANEL DISCUSSION: ATM and Self-Service Channel Innovation: Evolving Traditional ATMs Through Digitization Aand Optimizing it With The Physical Network

Steve Hollow, Senior Manager - Distribution Strategy, Insurance Australia Group
With contactless payment solutions such as PayPass reducing cash withdrawals from ATMs, this session will look at how digitization might provide a solution for the ATM network & self-service channel and tie it back to the branch network strategy employed for providing customers a seamless & convenient experience.
• How the self-service channel can be used to reduce branch staff workload and improve customer experience
• Cutting down administration costs by incorporating digital capabilities within this channel to provide remote customer assistance
• How BBVA’s ATM innovation initiative will enable the bank to automate 97% of banking transactions
• Optimizing the branch distribution & functionality strategy with the self-service and ATM channels

Panellist:

Steve Hollow

Senior Manager - Distribution Strategy
Insurance Australia Group

12:20 PM - 1:20 PM Lunch Break

1:20 PM - 2:00 PM KEYNOTE SESSION: Evolving Teller Role With Digital Capabilities and Automation to Improve Customer Service Delivery in Physical Environments

Oryan Ang, Customer Experience Management – Consumer Deposit and Secured Lending, DBS Bank (Singapore)
Digitization is causing the traditional, transactions-oriented teller role to evolve. They must now provide an engaging and personalized experience to today’s tech-savvy customer that re-instates the value of the branch keeps them coming back.
Focus must shift from assisting with transactions to providing advisory services that enable the addressing any inhibitions they might have regarding products and services. This session will delve into this aspect further to provide insights into:
• Developing a new matrix of skills and capabilities to hire employees that address comprehensive needs of today’s customer
• Blending in digital capabilities like video conferencing to improve service provision with reduced FTE costs
• Effectively managing change to enable a smooth transition of roles
• Evolving traditional performance metrics for your new or re-trained employees based on new role responsibilities

Oryan Ang

Customer Experience Management – Consumer Deposit and Secured Lending
DBS Bank (Singapore)

2:00 PM - 2:40 PM Human-Centred Design: Studying Customer Psychology and Behaviour to Tailor Branch Fit- Outs That Work

Robert Lee, Human-Centered Design Lead, National Australia Bank
The need to become customer-obsessed and driving a business strategy that at the core seeks to address their needs and requirements has become an industry norm in the Banking sector.
As the branch network is in a bid to re-instate its value to consumers, not only do the offerings of branches need to evolve but also the design and fit-out structure. The session will go beyond basic aesthetics and designs to provide insights into:
• Why many layout and design initiatives fail to materialize into customer appeal and satisfaction
• Tapping into human behaviour and psychology to develop an appropriate branch layout and design that takes him through a hassle-free experience with the bank
• Using human-centred design to develop opportunities to up-sell and cross sell relevant products and services

Robert Lee

Human-Centered Design Lead
National Australia Bank

2:40 PM - 3:10 PM Afternoon Tea

2:00 PM - 2:40 PM Solutions Clinic

Solutions clinics are designed to give participants strategies and tools to deal with their most pressing challenges.

The room will split into tables where each table member will share their biggest challenge before collectively deciding which issue to investigate in more detail. The table will then elect a facilitator/note taker who will record the topic being explored and the ideas of the table. After 40 minutes of discussion, the facilitator of each table will then report back to the rest of the audience their problem and potential solutions.

Finally, IQPC will compile the information collected into a document that will be shared with delegates post event.

4:30 PM - 4:40 PM Conference Closing – Remarks from the Conference Chairperson

4:15 PM - 5:45 PM Post Conference Workshop: Applying Design Thinking Principles and Owning The Retail Service Design Transformation Process Through Limited Third Party Engagement

Lenaig Musson, Head of Customer Experience Design, AusPost
Technology is being touted as an enabler for retail space experiences but a transformation cannot successfully take place without understanding the consumption patterns and behaviors of human beings in these physical environments. It is also important to engage with the right service designers who understand the organization’s goals and deliver on them successfully. AusPost has recently taken on its service re-design project which is seeing it apply concepts of design thinking to revamp he branch network experience for its customers that blends retail with physical and digital environment and will run you through:
• Application of design thinking principles to re-design customer service delivery in physical spaces
• Tying customer consumption and interaction patterns into service evolution
• Why AusPost has decided to drive service transformation with minimal help from third party service designers and vendors

Lenaig Musson

Head of Customer Experience Design
AusPost