Reflection – Mind Mapping

Challenge

I’m a member from customer experience department for an organization who is into jewellery retail  and there was a major challenge with our department on absolute number of buyers declining this  year over last year. With the current pandemic scenario the marketing spends were very limited and  the challenge in front was to double the buyers and make a 100% buyer recovery over last year.  Stores were only allowed to do tele calling / Tele marketing activities and no in store celebration /  customer connect activity is allowed to bring in walkin. Incentives of the sales person is linked to the  buyers and there by the employees were demotivated. The challenge was to bring in customers and  motivate the employees simultaneously

Selection

We have selected mind mapping tool for this process to understand in detail from the customers on  the frequency of their jewellery buying and on what occasion do they buy jewellery also why do that  choose that particular occasion over others and if given an opportunity which occasion would they  choose to buy every year and what could motivate them for buying every year on that occasion. And  similar process for the store employees were made to understand what motivates them, what kind  of customers are they confident about in terms of sure buyer conversion.

Application

In our first Discussion about the challenge with the team we found that both customers and the  employees needs to be motivated and delighted simultaneously and the review of buyers need to  happen weekly once at least to bring rigour in the store team , We have conducted ethnography  from few set of customers with varied purchasing frequency

Date / Time

What is the   frequency in

which you buy a

Jewellery

On what occasion /

reason

do you buy   a Jewellery

Why do you   choose this

occasion/ Reason

over

others

If given a opportunity   what is the occasion   you would like to buy

every year

What will motivate   you to buy jewellery

ever year

24/06/2021  once in 2 years  Spouse Birthday

I feel so

special on this day  Anniversary

Newer Designs,

Attractive discounts

24/06/2021  Once in 3 years  Anniversary

Memorable and

would

love to cherish this

day   Anniversary

Buy jewellery through

payment in installments

24/06/2021  once in 2  years  Anniversary

Spouse will love  the

surprise on our  memorable day  Christmas

High Discounts even for  a small value product

24/06/2021  once in 3  years  Birthday , Anniversary

Make Him Feel   Special On his

Birthday  Birthday  Clubbing of two Offers

Also when we conducted similar Mind Mapping analysis with the store employees to understand on  the confidence levels and the motivation on what will make them easily sell products to a customer  and what will boost their enthusiasm.

Date / Time

How many  customers

do they

attend in a

day

When do they feel that they can

easily convert the customer

If given a opportunity

what is the occasion They would like to buy

every year

What motivates them to  double their efforts in the  given scenario

24/06/2021  4

When the customer has

any occasion in their family  My Parents Anniversary  A Sale Commission

24/06/2021  3

Customers having any   scheme enrolled with us  My Wife Birthday  Incentivising for every sale

24/06/2021  2

When we give promotional

offers to our customers  For my Daughter on her birthday

Giving  payment option   in installment for customers

24/06/2021  5

When is customer is

having a birthday or anniversary  For my Wife Birthday

Additional   Discount for Occasion  Buyers

25/06/2021  4

When there is uniqueness   in design or a colelction is

launched  For my mom every christmas

A Recognition if   achieved highest number

25/06/2021

No specific time

frame  Investment

To Accumulate

Wealth

and Easy Liquidity  Anniversary

Offers and Loyalty Points  together if given then it

will motivate

25/06/2021  Once in 3 years  Save for my Child

For My Daughter's

Wedding  My Daughter's Birthday

Paying small amount for  10-12 Months will make  it reduce my lumpsum

burden

25/06/2021  once in 2 years  Anniversary

My Wife Demands  for jewellery on our

anniversary  Anniversary

Attractive and exclusive

Anniversary Discount

25/06/2021  once in 2 years  Birthday

I buy myself on my   birthday to pamper

myself  Birthday

Keeping me posted

regularly on the latest

trend

25/06/2021  once in 2 years

Chiara Watson

( Auspicious day to Buy

Gold)

I Belive in this  auspicious Day  Birthday

Home Delivery

on this special Day

25/06/2021  once in 2 years

Dhanteras

( Auspicious day to Buy

Gold)

Family Tradition to

buy gold on this  particular day  Anniversary

Prebooking of Gold

when it is at lower rate

for this special day

25/06/2021  3  Birthday / Anniversary Customers   For Every Akshata thrithya

Highlighting of my Name in  the   Team by a senior member

25/06/2021  2

My regular buyers who will ask   for me when they wanted to do

shopping  For every dhanteras I will make a purchase

Holiday Package for highest  target Achiever

25/06/2021  4

Customers having an occasion to

celebrate

For My birthday would   like to buy every year

Dinner Voucehers at 5 star  resort

After collecting this data this was put on to the team and made them to write what is their first  thought on seeing this. Which has been come out in 5 categories

Insights

while doing an in detailed analysis it was identified that birthday / anniversary is one occasion where  most of the customers preferred to buy if given an opportunity . Also they had issues in paying lump  some in a single payment. Also they felt if they were allowed to make payment on instalment for a  product then it will be easier to buy considering the economic factors.

While the Employees felt that it would be easier for converting occasion based Buyers it came out  very clear that there needs a training for employees on communicating the current benefits also on  how to make it louder for our customers on the benefits.It was also analysed that customers needed  a monthly payment scheme for an easier buying option

Employees needed cash incentives to motivate them to push themselves for a higher target

Approach

We Posted this on the cafeteria at regional office and made employees to tag one word for each of  these motivation remark. When we collated the same we identified “ INCENTIVES” ,” MONTHLY  PAYMENT” BIRTHDAY & ANNIVESARY” as the core understanding

We started looking out of the scheme enrolled customers who has birthday or anniversary on that  particular month , Also we had created a contest for employees who has the highest conversion on  birthday or anniversary. They were given a cash incentive of Rs 50 per buyer conversion on the  birthday and anniversary customers.

And it was decided to publish a weekly winner / Monthly Winner and TOP sales person recognition  to build a rigour on daily basis , It was also supported by highlighting them every day on where do  they stand against their targets.

We also trained our team to communicate the best possible offers for these customers eg:how a  loyalty point earning could translate to additional offers or benefits for the customers. Meeting the  all the three factors together we decided to experiment in one particular set of stores for a week

To our surprise in those set of stores the birthday anniversary buyer recovery touched 100%. Same  has been rolled out in the entire region where an average birthday anniversary buyers would be  around 2200 , with this technique it was achieved to 4800 Buyers

This tool also gave us an insight to look at the problem in a 360 degree approach and sharing and  mapping the minds of both internal and external customers.


Reflection – Mind Mapping Challenge I ’m a member from customer experience department for an organization who is into jewellery retail and there was a major challenge with our department on absolute number of buyers declining this year over last year . With the current pandemic scenario the marketing spends were very limited and the challenge in front was to double the buyers and make a 100 % buyer recovery over last year . Stores were only allowed to do tele calling / Tele marketing activities and no in store celebration / customer connect activity is allowed to bring in walkin . Incentives of the sales person is linked to the buyers and there by the employees were demotivated . The challenge was to bring in customers and motivate the employees simultaneously Selection We have selected mind mapping tool for this process to understand in detail from the customers on the frequency of their jewellery buying and on what occasion do they buy jewellery also why do that choose that particular occasion over others and if given an opportunity which occasion would they choose to buy every year and what could motivate them for buying every year on that occasion . And similar process for the store employees were made to understand what motivates them , what kind of customers are they confident about in terms of sure buyer conversion . Application In our first Discussion about the challenge with the team we found that both customers and the employees needs to be motivated and delighted simultaneously and the review of buyers need to happen weekly once at least to bring rigour in the store team , We have conducted ethnography from few set of customers with varied purchasing frequency Date / Time What is the frequency in which you buy a Jewellery On what occasion / reason do you buy a Jewellery Why do you choose this occasion/ Reason over others If given a opportunity what is the occasion you would like to buy every year What will motivate you to buy jewellery ever year 24/06/2021 once in 2 years Spouse Birthday I feel so special on this day Anniversary Newer Designs , Attractive discounts 24/06/2021 Once in 3 years Anniversary Memorable and would love to cherish this day Anniversary Buy jewellery through payment in installments 24/06/2021 once in 2 years Anniversary Spouse will love the surprise on our memorable day Christmas High Discounts even for a small value product 24/06/2021 once in 3 years Birthday , Anniversary Make Him Feel Special On his Birthday Birthday Clubbing of two Offers Also when we conducted similar Mind Mapping analysis with the store employees to understand on the confidence levels and the motivation on what will make them easily sell products to a customer and what will boost their enthusiasm . Date / Time How many customers do they attend in a day When do they feel that they can easily convert the customer If given a opportunity what is the occasion They would like to buy every year What motivates them to double their efforts in the given scenario 24/06/2021 4 When the customer has any occasion in their family My Parents Anniversary A Sale Commission 24/06/2021 3 Customers having any scheme enrolled with us My Wife Birthday Incentivising for every sale 24/06/2021 2 When we give promotional offers to our customers For my Daughter on her birthday Giving payment option in installment for customers 24/06/2021 5 When is customer is having a birthday or anniversary For my Wife Birthday Additional Discount for Occasion Buyers 25/06/2021 4 When there is uniqueness in design or a colelction is launched For my mom every christmas A Recognition if achieved highest number 25/06/2021 No specific time frame Investment To Accumulate Wealth and Easy Liquidity Anniversary Offers and Loyalty Points together if given then it will motivate 25/06/2021 Once in 3 years Save for my Child For My Daughter 's Wedding My Daughter 's Birthday Paying small amount for 10 - 12 Months will make it reduce my lumpsum burden 25/06/2021 once in 2 years Anniversary My Wife Demands for jewellery on our anniversary Anniversary Attractive and exclusive Anniversary Discount 25/06/2021 once in 2 years Birthday I buy myself on my birthday to pamper myself Birthday Keeping me posted regularly on the latest trend 25/06/2021 once in 2 years Chiara Watson ( Auspicious day to Buy Gold ) I Belive in this auspicious Day Birthday Home Delivery on this special Day 25/06/2021 once in 2 years Dhanteras ( Auspicious day to Buy Gold ) Family Tradition to buy gold on this particular day Anniversary Prebooking of Gold when it is at lower rate for this special day 25/06/2021 3 Birthday / Anniversary Customers For Every Akshata thrithya Highlighting of my Name in the Team by a senior member 25/06/2021 2 My regular buyers who will ask for me when they wanted to do shopping For every dhanteras I will make a purchase Holiday Package for highest target Achiever 25/06/2021 4 Customers having an occasion to celebrate For My birthday would like to buy every year Dinner Voucehers at 5 star resort After collecting this data this was put on to the team and made them to write what is their first thought on seeing this . Which has been come out in 5 categories Insights while doing an in detailed analysis it was identified that birthday / anniversary is one occasion where most of the customers preferred to buy if given an opportunity . Also they had issues in paying lump some in a single payment . Also they felt if they were allowed to make payment on instalment for a product then it will be easier to buy considering the economic factors . While the Employees felt that it would be easier for converting occasion based Buyers it came out very clear that there needs a training for employees on communicating the current benefits also on how to make it louder for our customers on the benefits . It was also analysed that customers needed a monthly payment scheme for an easier buying option Employees needed cash incentives to motivate them to push themselves for a higher target Approach We Posted this on the cafeteria at regional office and made employees to tag one word for each of these motivation remark . When we collated the same we identified “ INCENTIVES ” , ” MONTHLY PAYMENT ” BIRTHDAY & ANNIVESARY ” as the core understanding We started looking out of the scheme enrolled customers who has birthday or anniversary on that particular month , Also we had created a contest for employees who has the highest conversion on birthday or anniversary . They were given a cash incentive of Rs 50 per buyer conversion on the birthday and anniversary customers . And it was decided to publish a weekly winner / Monthly Winner and TOP sales person recognition to build a rigour on daily basis , It was also supported by highlighting them every day on where do they stand against their targets . We also trained our team to communicate the best possible offers for these customers eg : how a loyalty point earning could translate to additional offers or benefits for the customers . Meeting the all the three factors together we decided to experiment in one particular set of stores for a week To our surprise in those set of stores the birthday anniversary buyer recovery touched 100 % . Same has been rolled out in the entire region where an average birthday anniversary buyers would be around 2200 , with this technique it was achieved to 4800 Buyers This tool also gave us an insight to look at the problem in a 360 degree approach and sharing and mapping the minds of both internal and external customers .