Syreeta Muir

Business Lead for the Customer Outcomes Improvement Programme, a Consumer Duty led transformation initiative, to develop and deliver sustainable change in customer communication.

• Led transformative changes in Customer Understanding
• Fostered a customer-centric culture through Group-wide collaboration.
• Maintained strong engagement with senior stakeholders, including Exco, to align strategies.
• Implemented frameworks, processes and governance to elevate customer experiences.

Business Impact

• Implemented change to align with FCA maturity requirements.
• Over 2000 'Highest Risk' customer communications reviewed and consolidated.
• More than 300 communications re-written to enhance clarity.
• Writing Masterclasses attended by approximately 250 colleagues.
• Developed Communication Production and Customer Understanding frameworks for consistent customer experiences.
• Optimised and rolled out an enhanced communications approvals process, enabling agile change alongside effective risk management

Co-led Direct Line Group's REACH (Race, Ethnicity and Cultural Heritage) Network to empower, elevate and educate both people of colour and allies across Direct Line Group.

• Led a committee of passionate, like-minded colleagues to advocate for equity and inclusion for the REACH community of over 400 colleagues.
• Spearheaded half-yearly planning sessions to align objectives and deliver tangible outcomes.
• Developed and delivered a clear roadmap delivering monthly REACH events.
• Influenced and engaged senior leaders to encourage accountability at all levels.
• Worked alongside HR partners and Exec Sponsors to deliver change.
• Collaborated with other DE&I Networks across DLG to leverage intersectionality opportunities.
• Black History Month interview of Group CEO Adam Winslow and Adrian Josephs OBE.

Spearheaded change management initiatives to enhance operational performance across Claims and Sales & Service.

• Led multi-functional teams to implement strategies for performance improvement.
• Established strategic direction aligned with business objectives to drive effective change.
• Cultivated a culture of continuous improvement and collaboration among cross-functional stakeholders.
• Developed prioritised backlogs of change while managing associated risks and dependencies.
• Facilitated open dialogue and knowledge sharing with key stakeholders for improved transparency.
• Managed change budgets to optimise resource allocation.

Business Impact

• Introduced strategic quarterly planning events to align objectives
• Spearheaded delivery of impactful initiatives consisting of Process Optimisation, Virtual Assistant, and Digital Adoption.
• Maintained initiative backlogs across Claims, Sales and Service with priorities agreed with Operational Heads of Business.
• Devised contingency plans, preparing for potential changing business requirements and priorities.
• Effectively managed £2.2m change budget.
• Introduced BUILD talent programme to foster workforce development

Led multi-skilled squads in Direct Line Digital Transformation Programme to ensure product vision aligned with digital strategy.

• Defined customer-centric digital products and drove adoption across platforms to increase customer ease by +17%pts vs BAU platform.
• Managed stakeholder engagement in Digital and Claims sectors to align strategies with operational outcomes.
• Transformed senior management directives into actionable visions for project delivery.
• Oversaw development of products to enhance digital capabilities for improved customer claims journeys.
• Prioritised digital change backlog based on business needs, data insights, and user feedback.
• Identified and mitigated risks, escalating when necessary for swift resolution.

Product Manager, Claims Process and Optimisation across different Claims led initiatives.

• Led successful process optimisation teams dedicated to improving performance outcomes and customer journeys.
• Led delivery of improvement initiatives across Motor Claims and Repair Networks, Home Claims and Travel.
• Applied Systems Thinking, SAFE and Agile Methodologies to transform process and culture.
• Cultivated a continuous improvement culture, prioritising great customer outcomes.
• Delivered measurable results with increased customer value and commercial benefits.

Responsible for leading a team dedicated to enhancing efficiency, productivity and effectiveness. Driving performance diagnostic activity and analysis to identify improvement opportunities, optimise processes, and enhance customer journeys, ensuring the delivery of strategic outcomes that support long-term business success.

Responsible for overseeing the day-to-day business delivery of Fraud detection and prevention ensuring efficiency, productivity, and alignment with strategic goals. Leading the Counter Fraud teams to ensure that processes, systems and controls are robust enough to protect the business, customers and stakeholders.