1. Overview Title of document | Sub-title | Date 1 Putting Customers at the heart of our business Caroline Black Head of Customer Insight caroline_black@standardlife.com

2. Standard Life – Who are we? 2014 3.8m UK Customers 2014 + 39 TP NPS

3. Previously, we focused on our strong and positive business consumer relationships. So we didn’t have a clear understanding of who our end customers were

4. Changing our focus towards Customers was a real change for our business Meant a shift to the right brain

5. Here Comes Everyone..!

6. Finally, our customer first journey had truly begin and we were on our way into a whole new world

7. Step 1: Establishing consistent, accurate, representative measurement across all our customer experiences How Easy was it for you to get what you needed? How likely would you be to recommend SL products or services? Did we resolve your query the first time you asked us to?

8. Step 2: Innovating the way we gather feedback so we can capture the customers’ unique ID alongside their views enabling us to build a colour picture of the ‘why’ Title of document | Sub-title | Date 8 CK Number Wrap Number Adviser Code Scheme Number Customer Data Persona Value Demand Product Campaign Journey

9. Change is hard

10. Step 3: Harnessing the power of our Customer data to educate our business and embed customer led decision making at every level

11. Step 4: Really bringing to life the customer context – what does the experience feel like in their shoes?

12. Step 5: Proactive improvement action based on our customer insight delivering tangible customer experience change

13. 2015 Giving our customers’ a voice across new channels and gathering customer insight in new ways Multivariate Testing (MVT) Customer & Employee ‘Labs’ Aligning Employee Engagement with Customer Engagement Customer Forums & Group Collaboration Customer Journey Mapping Customer One to Ones Experience Surveying on Individual Products, Services & Tools Online Customer Community

14. 2015: Building governance around the insight to drive action and success

15. Next …

16. Overview Title of document | Sub-title | Date 16 Thank you for listening Any questions?