Providing customers with the 'right help': Implementing financial services reform in Insurance Australia Group

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Journal Article
Journal of Change Management, 2005, 5 (3), pp. 345 - 355
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A challenge in implementing new processes for frontline staff is skilling them to handle every situation that customers might present. This situation is more difficult when there can be penalties for inappropriate interactions as with the Financial Services Reform (FSR) requirements in Australia. This paper describes how the FSR changes were implemented for frontline staff in Insurance Australia Group (IAG) using the 'right help' program. A framework for developing and implementing the change plan is presented. Details of the change activities are provided together with an assessment of the success of the change program during the implementation starting mid 2003 and 18 months later in January 2005. This case study highlights the importance of considering history, context and process linking to clear performance outcomes when designing appropriate change interventions and the importance of using activities to engage people in the change, to explain the new behaviours and to institutionalize the change with measures to assess progress and success.
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