Leapfrogs through Insight Driven Innovations - Porus Munshi
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Transcript of Leapfrogs through Insight Driven Innovations - Porus Munshi
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MAKING LEAPFROGS HAPPEN
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ABOUT
leapfrogS
customer engagemenT
pigs
snow whiteS
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27 May, 1933
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You can’t beat a pig with pigs!
You have to do something different!
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21 December, 1937
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A random selection of Logistics companies’ logos
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A random selection of printers
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Pigs everywhere!!! Where are the Snow Whites?!?
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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
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Differentiating in the market place is not about making a different piG!
It’s about creating snow Whites!
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There are pigs everywhere!
What a tremendous opportunity!!!!!
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iT doesn’t take magic to convert a piG
into a snow White
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SNOW WHITES
Logistics Customer EngagementProductionFinanceHR
Product/Service
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Newspaper industry
Regulated industry eg. Insurance
Retail industry
Commodity grain buying industry
Computer industry
Car industry
SNOW WHITES
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Have an undifferentiated product?
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snow whites createCustomer Engagement as unusual…
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Customer Engagement as Unusual
1.Leapfrog Challenge/Constraints
2.Insight
3.Lateral
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CUST ENGAGEMENT THRU LEAPFROGS/CONSTRAINTS
Dainik Bhaskar
Bank of America retail
BFSI
Furniture company
Fosbury
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CUST ENGAGEMENT THRU INSIGHTS/ANALYTICS
Apollo Tyres – 6 to 16% market share
Progressive Insurance
Tata Ace
Wanbury Pharma
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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?
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It’s often easier, cheaper and more fun to convert
pain points into +ve engagement points than it is to eliminate them
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CUST ENGAGEMENT THRU INSIGHTS/ANALYTICS
Aravind Eye Hospitals – predictability
Target stores
eBay motors
BPOs
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ALL ORGANIZATIONS ACROSS INDUSTRIES ARE SIMILAR
HRSales &
MarketingLogistics Product/
ServiceProduction
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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?
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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
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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!!