BPO. Creativity. Confused?



Service Design

Aug, 2017


How can a BPM company use Design Thinking to achieve customer experience excellence


Methods like Customer Journey Mapping, Co-creation and Storytelling have been integrated in the workflows to systematically improve and scale customer experience


Experiential Workshops

India has long been a popular destination for providing cost-effective solutions to manage business operations however; this landscape is changing as the BPM industry moves from a traditionally labour-intensive sector to being technologically-driven. While the industry has championed methods like Six Sigma and Lean to achieve high efficiency levels there is now a growing need for applying a consultative approach to solving business problems and delivering better customer experiences. To achieve this, Firstsource was looking to integrate Design Thinking in the organization which would equip its senior and middle management to creatively handle client challenges.

TinkerLabs approach:

TinkerLabs designed the workshops focusing on

  • A lot of industry-based examples and case studies

  • Creative exercises for imagined futures

  • Service design tools like Customer Journey Maps, Scenario Planning and Personas

  • Differences and similarities between Design Thinking and Six Sigma

  • When to use Design Thinking and when not to use Design Thinking

What happened on ground:

The workshop started with expectation mapping and discussion around how Design Thinking can fuel innovation. Imagination based exercises were done to get the participants out of their comfort zone and get into the creativity mode. These exercises also helped the participants to visualize the importance of incorporating customers POV right at the beginning of the innovation process for successful adoption of new technologies.

After understanding the basic framework of DT the participants were divided into smaller teams, each team picked up a design challenge around travel or finance sector.  We used the customer Journey Map as the foundation for running the challenge. The map was used as a template to plan the research for empathy stage, identify the various stakeholders, choose the research techniques best suited for their challenge, and what should be the research focus.

Once the teams finished their research they mapped all the finding onto the CJM. How Might We statements were made around the pain and pleasure points that emerged. Multiple ideation sessions were done before the teams narrowed down on two solutions. The solutions were further threshed out and prototypes were made. The prototypes were tested with Firstsource employees who were not a part of the workshops.

Based on the feedback received during testing the teams then made further improvements into their solutions and showcased them to the rest of the teams. The session ended with a discussion around DT and Six Sigma and how and when to use these methods. A roadmap for applying DT in the current projects was figured out.

What did we achieve:

The senior and middle management of Firstsource was equipped with DT tools to apply in their daily work. A recent follow up with the organization revealed that the organization is actively using some of the empathy techniques in their projects. They have been using CJM as a tool for storytelling and sharing customer insights. Co-creation was something which was highly appreciated and now is a regular part of their project planning.

Highlight of the project:

We design our workshop in such a way that it requires a lot of activity, moving around and laptops/mobiles are prohibited. So, to imagine a person with no arms and no legs to be comfortable and take part in all the activities was beyond our expectations. We had the wonderful opportunity of working with Shalini Saraswathi, a quadruple amputee, who also runs marathons.

BPO Creativity Confused.

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