Book: Break Through Innovations in India Written by Porus Munshi
Leapfrogs through Insight Driven Innovations - Porus Munshi
29
MAKING LEAPFROGS HAPPEN
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Leapfrogs through Insight Driven Innovations - Porus Munshi
Transcript of Leapfrogs through Insight Driven Innovations - Porus Munshi
MAKING LEAPFROGS HAPPEN
ABOUT
leapfrogS
customer engagemenT
pigs
snow whiteS
27 May, 1933
You can’t beat a pig with pigs!
You have to do something different!
21 December, 1937
A random selection of Logistics companies’ logos
A random selection of printers
Pigs everywhere!!! Where are the Snow Whites?!?
Where does your company/division measure on the pig test?
PIGPIGPIGPIGPIGPIG
SNOW WHITE
SNOW WHITE
SNOW WHITE
SNOW WHITESNOW WHITE
SNOW WHITE
Some organizations create a different Pig and call it a Snow White
Differentiating in the market place is not about making a different piG!
It’s about creating snow Whites!
There are pigs everywhere!
What a tremendous opportunity!!!!!
iT doesn’t take magic to convert a piG
into a snow White
SNOW WHITES
Logistics Customer EngagementProductionFinanceHR
Product/Service
Newspaper industry
Regulated industry eg. Insurance
Retail industry
Commodity grain buying industry
Computer industry
Car industry
SNOW WHITES
Have an undifferentiated product?
snow whites createCustomer Engagement as unusual…
Customer Engagement as Unusual
1.Leapfrog Challenge/Constraints
2.Insight
3.Lateral
CUST ENGAGEMENT THRU LEAPFROGS/CONSTRAINTS
Dainik Bhaskar
Bank of America retail
BFSI
Furniture company
Fosbury
CUST ENGAGEMENT THRU INSIGHTS/ANALYTICS
Apollo Tyres – 6 to 16% market share
Progressive Insurance
Tata Ace
Wanbury Pharma
What pain points are we and our customers putting up with?
Bad roads – potholes
Retail check out
FLIP IT Why should people avoid potholes? Why can’t they seek
them out?
Why should people go to the shortest line? Why can’t they go to the longest line?
It’s often easier, cheaper and more fun to convert
pain points into +ve engagement points than it is to eliminate them
CUST ENGAGEMENT THRU INSIGHTS/ANALYTICS
Aravind Eye Hospitals – predictability
Target stores
eBay motors
BPOs
ALL ORGANIZATIONS ACROSS INDUSTRIES ARE SIMILAR
HRSales &
MarketingLogistics Product/
ServiceProduction
CUST ENGAGEMENT THRU LATERALS
Aravind Eye Intel inside Eli Lily Innocentive MNYL Insurance in a box
We tend to look at our customers in a uni-dimensional manner: we, our context, our
customers.
Customers are extremely multi-dimensional: How do other industries interact with them?
MONDAY MORNING THOUGHTS
Customer engagement should be Easy Effortless Enjoyable – For us.
Any department/function can create a Snow White and transform Customer Engagement
Stories differentiate and create engagement. What’s the story?
We don’t buy a product wrapped in a package as much as we buy a story wrapped in a product.
If an idea has jumped a couple of industries it’s probably applicable to your industry as well. Eg. Sachetization
THURSDAY EVENING CHHOTA PEG THOUGHT…
The intent of doing business is never to fit-in.
The intent is to change the game!!!
Think Snow White!!
