An overview of Suncorp's journey to building the world's first financial services marketplace.

1. Building Differentiated Omni-channel Experiences
Towards a Marketplace

2. Current State

3. Current State

4. Omni-channel Framework

5. Customer
Customer need targeting

6. Marketplace
Solving customer problems by meeting more needs and being present in
customer lives in the way they want us to be.
Needs Access
Solutions Enablers
Solving customer
problems by
meeting more needs
Being present in
customer lives in
the way they want
us to be
+
+ +
+
+
Home/Property
MoneySelf/People
Mobility
Banking &
Wealth
Third
Parties
New
Zealand
Insurance
Stores Digital
Contact
Centre
Intermediaries/
Partners

8. Marketplace
Model

9. Marketplace
Any product, any brand, any channel

10. Marketplace
Expanding beyond product

11. Marketplace
Aligning needs and journeys
Complex and disconnected Simplified and connected
Marketplace
Approach
+
Needs
Solutions
Customers solve for their needs
Research
Selection
Lending
Insurance
Legal
Movers
Agent

12. Marketplace
Enabling via our technology transformation

13. Marketplace
Enabling via our technology transformation

14. Marketplace
Seamless interactions across digital, voice and stores

15. Marketplace
Seamless interactions across digital, voice and stores

16. Experience
Omni-channel needs analysis

17. Experience
Journey mapping

18. Experience
Providing Omni-channel tools to assist our key journeys

19. Experience
Providing Omni-channel tools to assist our key journeys

20. Experience
Designing for Omni-channel

21. Experience
Designing for Omni-channel
The Empathetic (human) side of the differentiating Omni-
channel strategy allows us to identify what goals and
motivations instigate channel-interactions. In recognising those
we can better support the customer along a narrative that
extends prior to and past the mere interaction.
The Functional Omnichannel Design Principals allow us to
align our channels to each other; to join them in a seamless,
integrated service network that addresses customer need and
intention, and not business stipulation.

22. Experiencerm
Design heuristics

23. Design heuristics
Experience

24. Experience
In a CUSTOMER’S PREFERRED CHANNEL to fulfil a
SERVICING, SUPPORT, or ORIGINATION interaction, we
MUST ALLOW FULFILLMENT where reasonably
possible.
HOWEVER, IF IT IS NOT FEASIBLE within the
customer’s preferred channel to fulfil their action, then
FROM THAT PREFERRED CHANNEL the customer
MUST BE ABLE to initiate a SECONDARY CHANNEL
INTERACTION TO FULFILLMENT, and we must make
absolutely sure that NO INFORMATION INPUT STEPS
ARE REPLICATED by the customer in this secondary
channel.
Functional failsafe

25. Experience
Enabling a functional failsafe

26. Customer
• Understand the
macro and
micro needs of
your customers
Platform
• Have an
ecosystem to
accelerate your
own IP and
allow others to
add value and
experience to it
Experience
• Omni-channel
isn’t just
technology,
embed a culture
of functional and
empathetic
design
Top Takeaways
Empower your staff to test and learn