‘Hello Bosstomer’ is the Group-wide customer-centric initiative of the $48.3 billion Aditya Birla Group, made possible by disrupting and democratizing the crowdsourcing of ideas.
The $48.3 billion Aditya Birla Group, a League of Fortune 500 organization with over 120,000 employees and businesses in a wide range of sectors – metals, textiles, carbon black, telecom and cement spanning 34 countries worldwide.
The Aditya Birla Group launched the strategic ‘Hello Bosstomer’ initiative to make a cultural shift within the organisation to make the group’s functions, services and offerings more customer centric. The solution would have to invite, collect and process ideas from employees across functions, businesses, geographies and hierarchies.
The essence of this initiative and its main engagement platform was the Hello Bosstomer Portal – which brought together employees from across the Group to submit ideas on how to make all business processes more customer centric.
The portal allows segmented idea submissions as well as the funnelling of ideas, through multiple levels of filtration and evaluation, right up to enabling the piloting of ideas and finally the implementation. The portal serves both, idea submitters and administrators who don’t just evaluate, but collaborate with the idea submitters to ensure effective ideation, piloting and implementation. The Bosstomer App was created to expand the initiative to plants, retail outlets and the field force. It allowed employees to submit customer-centric ideas through voice – which was transcribed and inserted into a framework, for ideas to be evaluated and chosen for pilot and implementation. The app thus allowed an otherwise complex input mechanism to become a convenient ‘tap, record and submit’ model.
The UX was based on an approach of absolute simplicity – in order to reinforce the message that big changes can arise from simple thinking. Further, in order to explain ‘Customer Journey Mapping’ to all employees, the app also featured an engaging game called ‘The Bosstomer Game!” through which, everyone could learn about the customer journey maps of different businesses, by playing out scenarios in which they raced competitors to capture their customer! The game and the idea submission were further backed by an advanced rewards mechanism which furthered the engagement of the initiative.