Making Leapfrogs Happen - Transforming Customer Engagement
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Transcript of Making Leapfrogs Happen - Transforming Customer Engagement
MAKING LEAPFROGS HAPPEN
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abouT leapfrogS,
customer engagemenT, pigs anD
snow whiteS
27 May, 1933
The ThreeLittle Pigs
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
Snow Whites
Newspaper industry Regulated industry eg. InsuranceRetail industry Commodity grain buying industryComputer industryCar industry
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 gameThink Snow White
THANK YOU
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What frames do• Trap• Polaroid, Kodak, Konica
• Enable frame shifts when borrowed from different industries
• Aravind
• Unilever R&D (5 minute manager)
• Shipping industry
• Break free from tyranny of product innovation• Components are always replicable because the structure of
all industries are the same: Sales, HR, Production, Logistics (Reach) etc.
• Logistics: Dell --> Fed Ex, Ford (Optiflex plant crashed space)
• Transaction format: Sachetization:: Max Vijay --> Mobile Prepaid --> Shampoo sachets
• Toyota Production System --> Supermarkets
• HR: Amul, Whole Foods --> SHG30
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Growing a business through innovation
©Porus Munshi
Most Industries, most organizations are similar with similar components, similar
conditions and similar problems...• That’s why Dilbert is so popular. Relevant
to IT, Mfg, Finance, Consulting ....speaks about common truths about people, bosses, organizational processes that hinder, strategies that go nowhere ....true for all industries, all sectors and functions