Service & strategic design

Transforming Complaints into a Strategic Insight Engine

CLIENT
Macquarie Group

AREA
Business Financial Services (BFS)

INDUSTRY
Financial Services

YEAR
2019

ROLE
Lead Strategic & Service Designer

CAPABILITIES
Service Blueprint, Workshops,
Empathy Interviews

A financial services organisation needed to reframe complaints from operational noise into meaningful customer insight. This required improved triage systems, a unified approach to actioning feedback and a cultural change.

THE PROJECT TIMELINE

MEASUREMENT

We saw key changes from this root-cause intervention redesigned like:

Reduction in system outcome metrics like average handling time, call volumes across categories, repeat and uncategorised complaints and call volumes across categories
Increase in resolution effectiveness metrics including first-contact resolution rates, reflecting clearer journeys and fewer repeat interactions
Increase insight-to-action conversation metrics including the volume of operational insights escalated into product backlogs and resulting in implemented improvements
Observable shift in channel behaviour metrics from unclear digital journeys toward increased digital self-service and successful post-fix scenarios
Increase in engagement and participation metrics across weekly insight forums, alongside stronger cross-stakeholder involvement in service improvement
Reduction in demand driver metrics across the organisation’s original top five call drivers and avoidable contact categories
Improved cost attribution metrics enabling clear identification of business areas generating the highest operational cost (e.g., wealth, business, personal) supporting proactive fixes and cost avoidance
Improvement in workforce experience indicators with staff reporting a more positive relationship with complaints, increased ownership of customer issues and greater confidence operating within the redesigned model and implemented systems

CALLOUTS

Reframed complaints from operational noise to a strategic insight engine.

Enabled product, operations and frontline teams to make evidence-based decisions that reduced friction and strengthened experience.

Delivered measurable reductions in call drivers and improved customer and operational outcomes.

Cleaner data, better reporting and proactive root-cause fixes reduced unnecessary contact and improved resolution times.

The unified taxonomy, triage logic, weekly insight forums and an HCD-led workflow embedded insight into everyday practice.

Designed a scalable, insight-driven operating model.

BEHIND THE SCENES

Executive Director, PCCX

“We now have an objective and key result (OKR) around call reduction … With 2 million interactions each year, that’s 2 million invitations to learn from your client calling in. We really have focused on what the insights we can gain through all our channels”