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VLSB+C. Process transformation for an emotionally charged complaints service.

Marina McManaway

A complaints service redesign, realigning the role of a regulator with the needs of a vulnerable public.

4 min read

Setting the scene

VLSB+C wanted to review their complaints handling processes to improve their timeliness and efficiency.. VLSB+C needed support in mapping the reality of their complex current process, and in designing a practical roadmap for a holistic, integrated and customer-centric future state.

Real Challenge

The public were navigating multiple departments, complex legal jargon and a disjointed end-to-end process.

Insight

  • The complexity of the experience for customers was largely driven by internal siloes and poorly integrated technology. The pain staff were feeling was felt on the outside.
  • Staff across departments had drastically different views of their role as a regulator — in advocating for consumers to help them achieve an outcome, through to protecting the public from harm and/or serving justice. The daily decisions being made by frontline staff were not always consistent and often required individual judgement calls.

Strategy

We used a human-centred design approach to unearth thoughts, feelings, interactions and pain-points to build a view of both internal and external experiences. This allowed us to design an ideal future state experience and design an implementation roadmap of prioritised initiatives to deliver it.

Execution

The implementation of the future state is underway at VLSB+C, with the appointment of a Head of CX to drive the rollout and build a team around the future state requirements. We continue to work with VLSB+C to strategically oversee the program and bolster their team with specialist skills as required.

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Marina McManaway

→ With over a decade of experience in CX, service design and digital transformation, Marina has honed her skills working with clients such as Revenue NSW, ANZ and Samsung. Marina has also worked client side driving new ventures at a leading health organisation. Skilled in leading multi-disciplinary teams and driving innovation, Marina unlocks growth potential while ensuring a human-centered approach.

Read Marina
Read Marina