Securities and Commodities Authority (SCA) | FINANCE

How might we refine the service delivery model by providing an efficient, customer-centric experience on SCA’s web platform?

The Securities & Commodities Authority (SCA) partnered with Orikami Lab to boost customer satisfaction among the companies they regulate. We began by assessing and mapping opportunities to improve 15 key services on the SCA portal. This involved in-depth customer research, revealing needs for greater transparency and stronger relationship management. By analyzing service processes and demos, we pinpointed pain points and expectations, setting the stage for service transformation.

Orikami Lab then collaborated with the SCA team and their customers to design a new service delivery model. This model focused on:

1. Relationship Management
2. Active Communication
3. Process Consistency
4. Data Management

We translated these themes into scalable service processes, validated through co-creation sessions with stakeholders and customers. This collaborative approach significantly increased customer happiness.

Finally, Orikami Lab oversaw the redesigned platform's rollout and trained customer service staff. These efforts led to a 28% improvement in citizen experience, showcasing a model for wider government application along with the customer happiness ranking being raised to an estimated 90%.

TL;DR |
In Short:

Customer Insights and Service Optimization

We engaged directly with the customers to gain a deep understanding of their needs and expectations. This process revealed a significant requirement for enhanced transparency and the implementation of a robust relationship management system.

Armed with these insights, we conducted an in-depth assessment of the existing services using detailed business process flows and service demonstrations. This comprehensive analysis enabled us to identify key pain points and opportunities for improvement.

Phase Milestones:

| Conducted 11 Qualitative Interviews: Gained valuable firsthand insights into customer experiences and needs.

| Mapped and Refined Customer Journeys: Created 15 "As-Is" customer journey maps.

| Heuristic Evaluation of Service Demos: Assessed 15 service demonstrations to identify usability issues and enhance overall service delivery.

- Stakeholder Mapping - 1:1 Stakeholder Interviews - Qualitative Interviews - Services Assessment - Customer Journey Mapping
Designing a Scalable Service Delivery Model

Collaborating closely with the SCA team and their customers, we developed a new service delivery model focused on four main themes: Relationship Management, Active Communication, Process Consistency, and Data Management.

These critical touchpoints were integrated into new service processes, making them easily scalable across all SCA services.

Phase Milestones:

| Service Delivery Model: Established a guiding framework to enhance all existing & future SCA services.

| 16 Concept Cards: Created comprehensive concept cards that outline service propositions and key features.

- Co-Creation Workshops - Usability Testing - Service Delivery Framework - Service Validation Sessions
Customer Interactions at Crucial Junctures

To effectively overcome the challenges, we maintained continuous engagement with the initial cohort of SCA customers to validate all assumptions, enhancements, and features. This collaborative process ensured that our solutions were both effective and user-centric. Following implementation, these enhancements led to a significant increase in the customer happiness ranking, raising it to over 90%.

| Future-State Customer Journeys: Leveraging our Service Delivery Framework and the identified service themes, we mapped eight new user journeys designed to benefit all current and future SCA services.

| Customer Validation: The newly designed service journeys were rigorously validated through one-on-one sessions involving a diverse range of SCA stakeholders and customers. This thorough validation ensured that the enhancements met the needs and expectations of all users, reinforcing the effectiveness of our collaborative approach.

| DesOps & DevOps Advisory: We closely collaborated with SCA's existing design and development vendors to ensure adherence to the service frameworks while integrating human-centered design principles. This partnership bridged Design Operations (DesOps) and Development Operations (DevOps), aligning the implementation with user-centric methodologies.

- Customer Validation Sessions - UI/UX Advisory - Implementation Oversight

We developed multiple user personas to accurately identify and represent the core expectations and needs of SCA's diverse customer base. This strategic approach enabled us to tailor service enhancements that directly address the unique requirements of each user group.
By mapping the "As-Is" customer journeys during comprehensive stakeholder interviews, we identified existing challenges within the current processes. This thorough analysis allowed us to design an improved future state that effectively addresses these issues while keeping stakeholder insights at the forefront.
Co-Creation Sessions with the SCA Team
Highlights extracted from Qualitative Research
By creating an overarching service delivery framework, we not only addressed the current challenges within SCA but also ensured that future services are adaptable and scalable. This comprehensive approach delivers impact beyond the immediate scope of the project, effectively future-proofing SCA's service offerings and positioning them for sustained excellence.